Research on enterprise marketing management in big data era

Abstract

With the advent of the era of big data, enterprise marketing management is facing unprecedented opportunities and
challenges. As an emerging technology, big data technology can provide enterprises with massive data resources, provide eff ective basis
for enterprise marketing and decision-making, and promote marketing strategy to be more accurate and personalized. In this regard,
enterprises should start from the background of the era of big data, discuss the status quo of marketing management and coping strategies,
better understand consumer needs through the application of big data technology, improve marketing eff ects, and pay attention to constantly
innovate marketing models and strengthen data security protection to adapt to the development of the era of big data. Based on this, this
paper analyzes the marketing management strategy of enterprises in the era of big data for reference.