P-ISSN: 2170-1040 E-ISSN: 2602-5426

504- 490 : (2022) 01 : – 13 :

The role of marketing intelligence based on digital marketing

in enhancing customer loyalty

s.mrezegue@univ-djelfa.dz ) -

2022/05/10 : 2022/04/23 : 2021/12/30 :

.
:
M27 , M31 : JEL

Abstract:
This study aims to highlight the importance of marketing intelligence and the marketing
intelligence system that includes, understanding the customer, understanding the market, product
intelligence and competitor intelligence with the use of digital marketing in enhancing customer
loyalty. The information issued by the marketing intelligence system needs to be intelligently
processed with the latest methods in order to prepare a dashboard, through which the organization
facilitates the promotion of customer loyalty.
We found a relationship between marketing intelligence based on digital marketing in
communicating and reaching prospective customers, and then converting them to loyal customers in
order to reach the philosophy of the partner customer, In addition, marketing intelligence provides
the appropriate information about customers and activates digital marketing tools that allow
organizations to make the customer a partner of the organization and push him to move from
awareness to support and defender of the brand. marketing intelligence provides the appropriate
information about customers and activates digital marketing tools that allow organizations to make
the customer a partner of the organization and push him to move from awareness to support and
defender of the brand.
Keywords: Marketing intelligence, Marketing intelligence system, Digital marketing, Customer
loyalty
JEL Classification: M31, M37

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