Big data has become an important part of data analytics, which is significantly transforming marketing, providing companies with new opportunities to improve their strategies and decision-making processes. The article examines the impact of big data on marketing, highlighting both the opportunities and challenges associated with its use. The article aims to examine the impact of big data on the evolution of marketing strategies and to identify the primary challenges encountered by companies in this process. The authors conduct a literature review to examine the application of big data in marketing and pinpoint significant challenges. The identified impediments to the utilization of big data are categorized into thematic concepts: technological and data management challenges, data quality and processing issues, data analysis and interpretation difficulties, privacy, ethical and algorithmic concerns, organizational and strategic obstacles, along with challenges in the formulation and implementation of a marketing strategy. The results indicate that big data provides companies the potential to customize marketing strategies and enhance decision-making processes, yet it also presents considerable challenges.