Navigating New Marketing Technologies, Channels and Metrics

Petra Leonora Cvitanovic
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Petra Leonora Cvitanovic: Microsoft Hrvatska d.o.o., Croatia

Managing Global Transitions, 2018, vol. 16, issue 4 (Winter), 379-400

Abstract: The goal of this paper is to analyse the advantages of today’s marketing technologies, marketing channels and marketing metrics and to identify the difficulties which companies face in navigating them. Modern technologies in all industries are drastically changing human lifestyle, interactions and expectations from the brands. Companies are directing more of their marketing investment into online, mobile, as well as combined online and retail channels, while traditional marketing channels become less effective. New retail and mobile technologies offer many possibilities for interaction with consumers and planning of an effective marketing strategy. A variety of marketing analytics tools helps the companies to measure digital marketing performance. The conclusion of the paper is that new marketing technologies, channels and metrics dictate new standards for managing of company’s marketing in the 21st century market. Research methodology includes study of literature, scientific articles and online sources related to digital marketing, technology and consumer behaviour.

Keywords: marketing technologies; multi-channel marketing; marketing analytics; marketing metrics; the future of marketing (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2018
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DOI: 10.26493/1854-6935.16.379-400

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