Digital intelligence and digital marketing effectiveness
Costel Negricea () and
Ioan-Matei Purcarea ()
Holistic Marketing Management Journal, 2017, vol. 7, issue 1, 12-17
All businesses are beginning to better understand the significant role of digital intelligence as a continuous initiative transforming businesses and customer experiences. There are lessons to learn from digital predators on the way of solving the so-called “digital dilemma”. And as we are in the “converged lifestyle”, digital marketers must act accordingly in their journey from strategy to execution, including by rethinking buyer persona development and insight gathering in our digital-centric world. There is a real need of using the adequate techniques for improving the organization’s digital marketing effectiveness, better understanding what are today’s in-demand marketing skills, not forgetting that digital marketing is considered to be an essential part of the marketing budget.
Keywords: Digital intelligence; Digital operational excellence; Digital customer experience; Digital marketing effectiveness (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:7:y:2017:i:1:p:12-17
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