Data marketing encompasses all marketing strategies and actions that rely on leveraging information about customers, prospects, or other environmental data. While the concept of data-driven marketing isn’t new—traditional direct marketing has always used customer database data—it now occupies a dominant position in the marketing field. This evolution is driven by the increasing use of data in digital marketing and the rise of digital advertising, which massively exploits individual information to target consumers, particularly through behavioral targeting and online purchasing processes.

In parallel, the phenomenon of digitalization is prompting traditional media such as television and outdoor advertising to integrate more and more customer data into their campaigns. Similarly, the advent of the Internet of Things is contributing to the growth of data marketing by opening up new avenues for leveraging internal and external data. This data can be enriched, in particular, by contextual data from connected devices. Thus, with the rise of digital technology, data marketing is becoming a crucial pillar of marketing, particularly for large advertisers.

Data marketing relies on both internal company or advertiser data and third-party or external information. A growing share of this external data, especially contextual data, comes from connected devices. This digital transformation places data marketing at the heart of marketing strategies, particularly for large companies. Furthermore, the concept of data marketing, data-driven marketing, or data-based marketing is often used synonymously with data marketing. A dedicated glossary compiles around one hundred terms specific to this field.

A comprehensive and engaging approach to data marketing highlights the importance of external data in this context. Moreover, data marketing is revolutionizing the sector.