Digital marketers challenged to drive results within the connected world

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2018, vol. 8, issue 3, 08-13

Abstract: We are witnessing the digitalization of the customer journey in order to improve not only the satisfaction of customers, but also that of employees and business partners, and in order to improve the digital customer experience (DCX), better data analysis is considered to be critical, marketers being challenged to offer affection, relevance and trust, building emotional connection with customers, optimizing the interchanging role of traditional and digital on the basis of complex observation and analysis of the paradoxes revealed by the concept of Marketing 4.0. There is an increasing use of the Martech stack in approaching marketing strategy and tactics so as to build customer engagement and advocacy, achieving the desired results.

Keywords: Digital marketers; DCX; Marketing 4.0; Martech stack; Brand authenticity (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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