Marketing digital, big data y publicidad programática; el caso de Walmart México.

Abstract

The recent major changes, better known as the fourth industrial revolution, have generated a great series of alterations throughout all the business models presently present, new information technologies become essential when carrying out An effective, efficient and most important, complete marketing strategy. Virtually all business models are required to adapt to new forms of digital communication since the consumer has migrated to them gradually and increasingly become more important in the selection of means to use in a campaign. Even in the new technologies there are evolutions, in the case of digital marketing, big data has become a determinant that supports the segmentation of campaigns based on information obtained first, second and third hand; This big data manages to intertwine properly with the programmatic purchase, where the most appropriate audience to receive the message is procured from algorithms, based on their browsing activity, preferences and tastes. This essay will evaluate the way in which companies face this challenge of digitalization, along with their efforts and advances in the areas of digital marketing and their integration with big data and programmatic buying, focusing on the specific case of Walmart Mexico , leader of the retail in the mentioned country and that is carrying out a digital renewal plan focusing on omnichannel in terms of distribution channels, and in branding and performance strategies regarding digital marketing.