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.