5 Conclusions and future perspectives
In this paper, we surveyed social big data, the current techniques to manage them and a variety of effective marketing deployments based on such a huge amount of data. In the first part, we have accurately described the numbers characterizing Society 2.0, the possible dimensions of social big data and the technologies currently employed to handle them. Moreover, we described an effective and operative methodology to foster marketing strategies by taking advantage of such valuable information sources that social big data represent. In the second part, we provided a systematic review of the recent literature on social big data and marketing, uncovering some findings and some open research issues.
What can be concluded is that social big data is no more a niche topic nowadays, but rather a proper phenomenon capable of radically changing the world and to promote a great variety of benefits such as the increase of operating margin, the growth in the available jobs and working positions, the growth in market figures, the escalation of on-time decisions and saved time, the boost in digitally generated data and customer experience-driven promotions and the like.
After a broad-spectrum analysis of the main marketing possibilities of social big data in various fields and their classification, we have to conclude that we are still far from a single centralized, holistic and rigorous platform having a few buttons through which a marketer can take relevant decisions for his future market strategies. Indeed, the aims and the fields of application may be very different and in each context, many issues and problems still have to be overcome and investigated further.
