Leading Trends in Marketing Research: a Case of Big Data

This paper focuses on the leading trends in marketing research in the digitalised and globalised world. Specifically, it tackles the issue of Big Data and explores the ways how it is used in collecting, processing, and analysing the data of consumers and potential customers. We show that over the last several years, Big Data has found its way into marketing strategies of large companies and helps them to target and get a way more customers that previously using traditional methods. The popularity of online content and social networks make this task even easier. Thence, it is clear that marketing managers want to know how they can monetize Big Data. In addition, we focus on the way the Big Data is collected and processed. From fitness trackers to online behaviour or social networks, fora, blogs, but also online shops and auctions, Big Data can provide valuable insights for marketing specialists. We use several examples of Big Data in marketing from several countries, regions, as well as areas of business to prove our points. Our results confirm that Big Data became an important part of marketing strategies and marketing research and there is hardly anything one can do to defy this. Rather than opposing the Big Data in the daily use, large companies should learn how to use it properly for increasing the customer satisfaction and providing customer support in all areas of business.