Over the past 10 years, the volume of the e-commerce market in Kazakhstan has grown 20 times. The purpose of this study is to know the situation of the social network market in Kazakhstan, as well as the use of big data in marketing. The article analyzes direct marketing using big data in combination with the company's marketing strategies. In addition, the study touches on social media marketing’s tools as one of the most effective Internet marketing tools. The results of big data processing provide an opportunity for companies to understand how to capitalize on the collection and analysis of large amounts of new data, as well as adjust their methods and goals in order to provide customers with better products faster.