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At the moment we are entering a new era of knowledge, we are experiencing the first
stages of a digital transformation. Businesses should be restructured in a structure suitable for the
digital age when they are moving towards Industry 4.0, which is rising on cyber physical systems.
In this period when the digital enterprises are rising, each business unit of the enterprise should be
in the effort of using these innovations in accordance with this structure and using them in the most
effective way to reach their goals. With the understanding of marketing in the modern sense, one
of the most basic functions of marketing is to provide the information about the customer demands
and expectations in order to be used in the product design and planning stage. For this reason,
marketing is not only about the sales and marketing of the products or services produced, but also
for the decision of what to produce. In this period, where the effects of the digital age are becoming
more evident, the weight of digital applications in marketing is increasing and the concept of
Digital Marketing is becoming more prominent. Innovations on the transformation of Data (which
is called New oil) into information, give enterprises more competitive advantages and help to make
more accurate decisions. In parallel with the developments in technology, the change in the market
and the business environment necessitates the marketing to be prepared for these changes and to
transform itself with this change. In this study, the analytical concept is discussed with marketing.
In addition, the relationship between the analytical concepts of marketing is tried to be explained
and the opportunities awaiting marketing are put forward. At the end of the study, it has been
concluded that this digital transformation and developments all over the world increase the
importance of marketing.
International Data Science & Engineering Symposium
IDSES
Muhammet GİRGİN