Adequately Managing Digital Marketing, Considering the New Consumer Behaviors Driven Including by the Daily Health News

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2020, vol. 10, issue 1, 11-26

Abstract: In the latest six years we focused on digital customer engagement, digital innovation, digital customer experience, digital marketing skills and talent, impact of digital marketing in healthcare and so on. We continue to discuss significant aspects with regard to digital transformation, digital strategy, digital talent, digital and analytics programs, and the new consumer behaviors driven by the daily health news. There is a real need of adequately managing digital marketing, the new norm reshaped by technology and trends, including by better controlling company’s social strategy and improving social branding, considering the integration of AI with IoT, the digital health and the perspective of AI for diagnostics, the start of digital therapeutics, and the transformation of healthcare delivery. There is no doubt that digital transformation based on a very human-centered approach is a must.

Keywords: Digital transformation; digital strategy; digital talent; digital and analytics programs; digital health; digital marketing; new consumer behaviors (search for similar items in EconPapers)
JEL-codes: D83 L86 M15 M31 M37 O33 (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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