The impact of evolving digital behaviours on the diffusion of marketing technology

Andy Betts
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Andy Betts: Chief marketer, consultant and digital hybrid, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 1, 39-46

Abstract: As the transformation to digital has accelerated due to the global pandemic, companies are finding both challenges and opportunities in understanding and adapting to dynamically changing consumer behaviour. This paper discusses how organisations must adopt the right digital technology to better understand their customers and measure success.

Keywords: digital behaviour; marketing technology; customer experience; digital interaction; COVID-19; analytics; measurement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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