Ensuring digital marketing performance improvement, making difference between today’s and tomorrow’s marketing function

Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2024, vol. 14, issue 3, 11-17

Abstract: Now it is the right time to ensure digital marketing performance improvement and clearly showing the existence of marketing value while valorizing technological disruptions and fueling the desired outcomes in personalization as a still developing project. Marketers are challenged to consider AI integration into marketing automation, and to valorize AI disruption, making difference between today’s marketing function and tomorrow’s marketing function. There are clear advances in the process of making a new arrangement of companies’ marketing capabilities, maximizing them, while leveraging digital technology integrated into companies’ operational processes. We are witnessing the progress in both the science and art of the process of technology stack upgrading within the responsible AI use and the ongoing journey into AI-driven marketing.

Keywords: Digital Marketing Performance; Marketing Function; Marketing Value; AI Integration; AI Disruption; AI-Driven Marketing; CX (search for similar items in EconPapers)
JEL-codes: D83 L81 L86 M15 M31 O32 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:14:y:2024:i:3:p:11-17

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