When nothing is what it seems: A digital marketing research agenda

Ko de Ruyter, Debbie Isobel Keeling and Liem Viet Ngo

Australasian marketing journal, 2018, vol. 26, issue 3, 199-203

Abstract: Digital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers.

Keywords: Digital marketing strategy; Research agenda; Surrealism (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:26:y:2018:i:3:p:199-203

DOI: 10.1016/j.ausmj.2018.07.003

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