Impact of Big Data Analytics on Digital Marketing: Academic Review

Abstract

Strategic decisions require the use of analytics and big data technologies. Previous study has focused on big data applications, ethics, benefits, drawbacks, and analytical viewpoints, among other things. The goal of this study is to conduct a comprehensive literature assessment in these areas and to fill any research gaps on the impact of big data analytics on digital marketing approaches. We attempted to cover as many as 200 articles, news, publications, and other portals to investigate studies conducted from the past to the present. As a result, this study evaluated the current literature on big data applications and discovered that digital marketing is a vast sector in which big data has a considerable influence on the creation of digital advertising strategies and how advertising is influenced by big data.  Using the greatest big data applications, according to past research, can assist selected organizations in overcoming severe limits during one of the world's most catastrophic pandemics. This outcome will benefit academics and industry in two ways: first, the experimental output will navigate the state of mind on the relationship between digital marketing, digital advertising, and big data analytics; second, the data-based result will improve the ability to think more creatively in the future with other industry affiliations.