New information technologies: implications for business strategies and marketing communication

Abstract

The article discusses the impact of modern information and communication technology on changes of the strategies of contemporary enterprises, the appearance of new business models, and the effects of these processes on marketing communication. A particular attention has been drawn to issues like utilization of large bodies of consumer data (including Social Big Data) in marketing operations and in managerial decisionmaking, data-driven marketing, Internet of Things, and predictive analytics. Furthermore, the article points to the new possibilities marketing communication can benefit from thanks to utilization of 360-degree video technology, streaming, and the general evolution of the Internet towards the so-called Web 5.0.