Digital Marketing and the Pillars of Shopper Experience

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2014, vol. 4, issue 2, 09-13

Abstract: We already live in a world of digital empowered intelligent customers, of digital products, of digital business operations and digital competitors. The fierce competition forces firms to exploit digital technologies, to have profound knowledge, to focus on market imperatives and to demonstrate a deep commitment to these digital empowered intelligent customers that disrupts every industry. Advantaged are the companies that master relevant data flow and improve the performance of employees who are at the forefront in dealing with customers, on the background of the ongoing battle to acquire new customers, retain existing customers and improve customer loyalty and satisfaction, create consistent, relevant and positive experiences across marketing channels. Within the new digital business context, models reflecting pillars of the shopping experience are emerging, such as the recently launched SCAMP model. We were drawing a parallel with these pillars and even identified pillars of experience of the “shopper” of knowledge necessary to address “the digital”. e managed to point a link to one top of the challenges for digital marketing, beginning with measurements , analysis and ROI of digital marketing programs, and the need to unify and integrate in the “digital” and with what is “traditional” . And also taking into account that mobile is quickly becoming primary choice for customer engagement, the front line for customer experience.

Keywords: Digital Marketing; Intelligent Customers; Digital Disruption; SCAMP (search for similar items in EconPapers)
JEL-codes: L81 L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2014
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