Intelligence and big data in front of digital marketing components

Digital marketing, which has the opportunity to become stronger under the influence of popular culture; developed algorithms that know the individual better than himself. Any product or service that is intended to be marketed; at the right time, in the right place, by showing the brands to their target audience; Data based on hundreds of sub-distributions such as which product or service brands need by their customers, which product or service they purchase, which product or service for how many minutes, has become a system that is presented to brands in just a few minutes. Although there are many technical components that brands make to make their digital marketing activities noticeable in the eyes of algorithms, it is very important for them to base all their marketing processes with psychology, since the segment they address is a human factor. While the components of digital marketing and big data industry are included in the research; The emotional intelligence processes of the human factor, which ground and shape all these processes, are considered as a framing element of digital marketing activities and the processes discussed are supported by the findings. In this research, in which the importance of data and psychological elements in digital marketing activities is investigated, quantitative research method was used to measure the efficiency level of brands fed by the big data industry. A questionnaire was applied to Sakarya University Faculty of Communication students, and the research findings were supported by SPSS data.