Digital Marketing and a Better Understanding of the Consumer Mobile Journey

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2014, vol. 4, issue 4, 15-21

Abstract: In the era of the Chief Executive Customer, marketers are faced with various challenges which lead them to position digital customer engagement as a top strategic priority, by taking advantage globally of digital technology. Companies are now trying to better use the digital self by servicing basic needs around it. In this respect, marketers are missing the inbound call channel even though they are tracking the digital user experience across the various touch points and marketing channels. In the today’s fast-moving world of online retail, marketing strategies have to keep pace with the consumer –related changes. The mobile screen targets to be the primary screen, while mobile strategy targets to be fully integrated into the overall marketing plan as mobile is a critical channel for engaging customers. It is also argued that as people become ever more wedded to digital devices, it is increasingly critical to understand what really matters in mobile, and that digital competition may dictate a new organizational architecture.

Keywords: Chief Executive Customer; Digital Technology; Digital Marketing; Digital Self; Mobile Marketing; Digital Dialogue (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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