The year 1989 was the turning point for globalization, and equally, it proved to be a turning point year for marketing, because personal computers had entered the mass market, and in the early 1990s, the Internet was born. as a complement of great potential. Thus this network of interconnected computers was joined by a human network of interconnected people. Networked information allowed greater interaction between people and facilitated word-of-mouth dissemination of shared information. Information became ubiquitous. (Kotler, Kartajaya and Setiawan, 2013, p. 43).
According to Mike Walsh, CEO of Tomorrow and author of the books Divergence and Futuretainment (in Carrizosa, 2014), 2007 -when Apple launched the iPhone to the market- generated the emergence of the digital age and that the management of processes, businesses, talent Human resources and methodologies will take another approach: The year 2007 puts an end to an era and opens another that changes the rules of markets and organizations. That year Steve Jobs introduced the iPhone to the world, and everything changed. It laid the foundations for an unprecedented digital revolution that affects processes, methodologies, business models and especially talent management of the first generations born under the digital universe that are beginning to land in companies (Carrizosa, 2014, para. 1 ).
The technological advances that are referenced in the previous paragraphs (the widespread use of computers, the birth of the internet, smartphones, interconnectivity and even geolocation) have caused companies to begin to develop strategies and tactics so that their marketing campaigns reach to customers through different devices at any time and place, seeking to sell their products and provide a better service and detailed information, in all available channels. Likewise, these advances indicate how marketing concepts have evolved until reaching the current era where information technologies play a relevant role for both companies and customers, because just as marketing has changed, the customer has also advanced And now he is a 2.0, interconnected and interactive client who is interested in participating in the creation of products, giving his opinion, discussing and being heard.
Social media marketing (marketing 2.0) arises in the current information age, based on information technologies. The task of marketing is no longer so simple. Today’s shoppers are well-documented and can easily shop for a variety of similar product offerings. It is the consumer who defines the value of the product. Consumer preferences differ greatly from one another. The company must segment the market and develop a superior product for a specific target segment within the market. The golden rule of: the customer rules, works well for almost all companies. (Kotler, Kartajaya and Setiawan, 2013, p. 19-20). As stated in the preceding paragraph, the goal of Marketing 2.0 is to focus on people and their needs. In this type of marketing, what really matters are the comments, perceptions, opinions and content shared by customers. People (2.0 clients) provide information on social media that companies should take advantage of to carry out their marketing campaigns. It is the time when the customer’s word and opinion counts. Likewise, the way in which the information is presented to customers and potential customers is essential, the contents are relevant in making purchasing decisions. Volume 6, number 1, theoretical article 1, Jan-Jul 2016 Marketing challenges in the era of big data Hyperlinks are indicated with this key Marsy Dayanna Ortiz Morales Luis Joyanes Aguilar Lillyana María Giraldo Marín
Ortiz M., Joyanes L.,Giraldo L Volumen 6, número 1, artículo teórico 1, Ene-Jul 2016 e-Ciencias de la Información Consultar más en https://www.scielo.sa.cr/pdf/eci/v6n1/1659-4142-eci-6-01-00016.pdf