Data marketing, or data-driven marketing, refers to all marketing actions based on available customer / prospect data or on other types of data related to the environment.
The concept of data marketing is not new in itself as "traditional" direct marketing has always been based on the use of data available within the marketing database. However, data marketing occupies a place increasingly important in the marketing field with the growing use of data made in the digital marketing field and with the rise of big data.
While "traditional" advertising doesn’t use individual data on targeted consumers, digital advertising uses a lot of them notably with behavioral targeting. Furthermore, the digitalization of marketing suggests that in future, TV advertising and even digital out of home advertising could be based upon individual data.
Data marketing thus represents a more and more important share of marketing practices.