Grand Theme
MARKETING INTELLIGENCE/BIG DATA: ANALYZING TRENDS TO CREATE EFFICIENT AND EFFECTIVE MARKETING STRATEGIES
The 11th Imotion brings up the theme “Marketing Intelligence/Big Data: Analyzing trends to create efficient and effective marketing strategies”, with the purpose to lift up the awareness of market opportunity. Analyzing market opportunities is crucial in the current dynamic, constantly evolving, and increasingly competitive environment of business operations. Marketers are now forced to compete in wider and more global markets using a large variety of marketing strategies. The marketing approach that marketers use in this digitized era uses marketing intelligence, or the use of exit sources of information to understand what is happening in a market as a whole. Emphasizing consumer targeting, the role of marketing intelligence gives insights for marketers to the current trends and needs of consumers by collecting data through multiple search engines. It is a combination of data and analysis that generates relevant information to understand how a potential driver of change has developed over time and to determine what market opportunities are available.
With rapid advancement in technologies, the information collected becomes more sufficient to predict trends and provide companies with insights into the mood of a market. However, the use of technology and personal information raises concern over ethical issues as to how far and how extensive the data collected may be taken from consumers involuntary without their conscious consent. In addition, the use of database raises question over how representative the results of the analysis are over the market, whether the data has biases of trends across ages and areas of different internet penetration. The 11th Imotion would like to motivate future leaders to overcome challenges in this digitized era, inspire them to expand their horizons in the designing of effective marketing strategies, and aims to come up with conclusion about the ethical dilemmas and penetration problems concerned in the use of Big Data.
With rapid advancement in technologies, the information collected becomes more sufficient to predict trends and provide companies with insights into the mood of a market. However, the use of technology and personal information raises concern over ethical issues as to how far and how extensive the data collected may be taken from consumers involuntary without their conscious consent. In addition, the use of database raises question over how representative the results of the analysis are over the market, whether the data has biases of trends across ages and areas of different internet penetration. The 11th Imotion would like to motivate future leaders to overcome challenges in this digitized era, inspire them to expand their horizons in the designing of effective marketing strategies, and aims to come up with conclusion about the ethical dilemmas and penetration problems concerned in the use of Big Data.