Seeing the wood for the trees: Fixing large undefined problems in digital marketing

Michael Mooney and Stephanie Slobodian

Journal of Digital & Social Media Marketing, 2016, vol. 3, issue 4, 294-303

Abstract: An app that performs for an organisation must balance business, technology and user needs. While it is easy to skip steps, taking the time to leverage the expertise of various disciplines will pay off with users and the organisation. Marriott International keeps pace with what users want by constantly iterating on design and development and talking to users to ensure it hits the mark.

Keywords: Agile; user experience; user research; qualitative testing; mobile; conversion; e-commerce; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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