How business-to-business and business-to-consumer marketers can future-proof their digital marketing strategies

Manvee Sharma
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Manvee Sharma: Royal FrieslandCampina, Stationsplein 4, The Netherlands

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 2, 128-154

Abstract: Continuous technological advancements and emerging consumer trends have rapidly changed the scope of digital marketing. The scope of digital marketing is increasingly leaning towards providing memorable customer experiences throughout the buying journey. At the same time, stricter data privacy laws are pushing digital marketers to think of innovative and effective ways to give their consumers and customers best-in-class experiences through personalisation. Through several case studies, this paper aims to provide inspiration to marketers in both business-to-business and business-to-consumer companies about the emerging trends in e-commerce, privacy-conscious marketing and artificial intelligence enabled personalisation. It also discusses the importance of getting back to the basics of marketing to build a strong digital strategy for the future.

Keywords: digital marketing; digital transformation; digital marketing future; digital trends (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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