THE EVOLUTION OF INTEGRATED MARKETING IN THE AGE OF THE INTERNET AND BIG DATA: ANALYZING THE STRATEGIC SHIFT FROM MARKETING MANAGEMENT TO BUSINESS MANAGEMENT AND ITS IMPACT ON BUSINESS PERFORMANCE
Keywords:
internet technology, big data analytics, integrated marketing, firm performance, business managementAbstract
Abstract: In recent years, with the Internet strategy of each country in the world and continue to promote, "Internet +" has become a new label of the era of development, on the economy, politics and other areas of the development of the situation has had a deep impact (Hongbin et al., 2021). Based on this, enterprise marketing gradually to "Internet +" close, how to based on the Internet new technology, marketing management tools, content and other innovations, and actively respond to the "Internet +" era of enterprise marketing management challenges and opportunities, so that the market advantage has become a key issue. To occupy the market advantage has become a key issue. The purpose of this study is to explore the evolution of integrated marketing in this era, especially how it affects the shift from traditional marketing management to a broader Internet business management strategy, and how this shift affects firm performance. In-depth analysis is provided through four key elements: the use of Internet technologies, the application of big data analytics, the integration of digital marketing channels, and the management of customer experience and interaction. Evaluate the use of Internet technologies in marketing strategies, specifically how social media, SEO, and online advertising have changed the way of interacting with consumers. The use of big data analytics is explored to understand how companies can use consumer data to optimize market segmentation and targeting. Next, it analyzes how companies are integrating different digital marketing channels to improve marketing efficiency and effectiveness. Finally, the study focuses on how companies can manage and enhance customer experience and interactions to increase brand loyalty and customer satisfaction. The quantitative study finds that the effective use of integrated marketing in the context of the Internet and big data is crucial for organizations to make a strategic shift from marketing management to business management. This shift significantly improves the market adaptability, competitiveness and performance of organizations. This study deepens the understanding of current and future marketing trends providing new perspectives and offers practical guidance for organizations to develop effective integrated marketing strategies..
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