Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis

Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing on Marketing 4.0: the market- ing of big data. Much has been speculated, but academic journals have published little about Marketing 4.0. Maybe, because the total understanding of Marketing 4.0 requires: firstly, a depth knowledge about the evolution of marketing, especially about Marketing 3.0, and secondly, an analysis of how a range of technology –not only the Internet and social media- can be used to design marketing strategies that enhance the brand-consumer relationship. Taking into account how consumers’ behavior has been chang- ing since the beginning of this century, this chapter seeks to review Marketing 4.0 concepts, analyzing how big data can be used to enhance the consumer-brand relationship.