Utilizing Big Data in digital marketing strategies for the energy sector

Abstract

The main goal of the study is the constructive formalization of the main aspects of big data in digital marketing of companies in the energy sector. With the help of constructive analysis, criticism and scientific generalization, the essence of the concept of “big data” is argued, the key characteristics, types and tasks within the framework of business implementation in digital marketing of companies in the energy sector are structured. The main functions and tasks of big data in the context of companies’ digital marketing strategy are highlighted. It has been proven that in modern business conditions, big data must be consumer-oriented and are an integral part of the digital marketing strategy of companies in the energy sector. Big data is conceptualized as a key innovative tool for online brand advertising in the context of digital marketing. The findings provide a theoretical framework and framework for the study of big data as part of its implementation in the digital marketing strategy of companies in the energy sector. The developed recommendations can be applied in practice for the business implementation of Big Data digital marketing strategies for companies in the energy sector in order to ensure the achievement of business goals.