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Engineering the Digital Transformation of Marketing

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2016, vol. 6, issue 2, 06-14

Abstract: In full process of continuous identifying digital opportunities throughout the whole value chain, marketing must better understand the difference between change and transformation, integrating people, technology and best practices, considering the social interaction accelerated by social media, and the already set triggers of the digital transformation, achieving step by step better customer engagement and improving customer experience while integrating it across channels. Under the continuous pressure of improving their company’s digital marketing efforts by using the adequate digital marketing techniques, they must follow the trends, including the emergent ones, doing the right thing about them, integrating digital and traditional marketing, enhancing knowledge of their customers’ needs, wants and attitudes, achieving a complete customer view, and delivering real-time experiences accordingly.

Keywords: Digital transformation; Digital marketing; Digital marketing techniques; Customer journey; Customer experience (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2016
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