Engineering the Digital Transformation of Marketing
Costel Negricea () and
Ioan-Matei Purcarea ()
Holistic Marketing Management Journal, 2016, vol. 6, issue 2, 06-14
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)
References: Add references at CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:6:y:2016:i:2:p:06-14
Access Statistics for this article
More articles in Holistic Marketing Management Journal from Holistic Marketing Management
Bibliographic data for series maintained by Theodor Valentin Purcarea ().