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Digital marketing capabilities in today's evolving digital world

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2016, vol. 6, issue 3, 07-16

Abstract: Romania’s digital infrastructure makes it an attractive place to start a tech business fertile according to Quartz, but its pool of talented product developers need sales and marketing skills, learning the important lessons of best practices. Digitization is transforming globally the way industry functions from supply chains to production to customer experience, companies being forced to continuously innovate. Digital marketing capabilities have become one of the most important marketing capabilities. The Romanian users’ mobile internet consumption knew a considerable increase in the last years, while mobile telephony penetration rate is impressive. Globally, as shown by Deloitte’s Global Mobile Consumer Trends, 1st Edition, 2016, mobile proves to be indispensable in today’s always-connected world, and businesses must consider the key trends shaping the future of mobile connectivity. In order to advance on the way towards adopting the big corporate practice of mobile perfection, it is important to make practical steps. Other valuable researches revealed key insights in managing digital marketing activities, and key trends such as digital transformation moving from digital silos to integrated teams, considering the increasing talk of a need for a post-digital marketing world, without neglecting the challenge of integrating digital and traditional marketing. As it is not an easy task to apply the many digital channels and technologies to a business, it is worth having a better understanding of the core skills needed by today’s digital marketer.

Keywords: Digital Marketing Capabilities; Mobile-first; Customer Engagement improvement; Organizing for Growth (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2016
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