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Digital Marketing, Digital Disruption, and the New Rules of Digitization

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2015, vol. 5, issue 1, 11-17

Abstract: As a constantly changing marketplace, online marketing demands constant innovation and evolution to keep attracting new customers. Marketers are challenged to choose the right channels/strategies and digital marketing tactics, the right metrics to gauge marketing success, and to allocate the right budget on the right digital areas. As digitization is steadily becoming the main pathway for consumer journeys, companies need the right DNA for the current evolving environment. The conventional management intuition about scale and complexity is challenged by the new rules of digitization radically pushed by the hyper scale businesses, and hyper scaling will probably touch more areas. The debate on the so-called “new consumer” is continuing, including considering, on one hand, the innovation made possible by integrating mobile technology and the in-store experience, and on the other hand, the need of digital marketers to be actively engaging on potential disruptors.

Keywords: Digital Marketing; Digital Disruption; New Rules of Digitization; Hyperscale Business; Mobile Technology; In-store Experience (search for similar items in EconPapers)
JEL-codes: L81 L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2015
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