Digital Marketers challenged to create excellence in accordance with the expectations of digitally savvy customers

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2018, vol. 8, issue 2, 07-15

Abstract: Digital customer engagement remains a top strategic priority in the era of the Chief Executive Customer, mobile remains the most effective channel from the viewpoint of the critical conversion portion of the customer journey, there is an increasing need of critical digital workforce skills within the digital transformation process adequately enabled, of reconciling digital workplace with employee experience, and of better understanding and analyzing the customer journey. CMOs are under pressure of making better-informed decisions by gathering deep customer insights and valorizing the window of opportunity for engaging customers effectively at the key micro and macro moments, bridging the undesirable difference between customer insights and marketing insights, and confirming a better understanding of customers’ digital behavior and digital experience. There is also a real need for using a strong set of leadership tools and making difference between customer priorities and business priorities within the well-known dimensions of excellence framework.

Keywords: Digital Marketers; Mobile; Digital Transformation Process; Digital Experience (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 M37 O33 (search for similar items in EconPapers)
Date: 2018
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