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Responding to Customer Behaviour in Real Time: From Campaign Management to Marketing Automation

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2018, vol. 9, issue 2, 25-29

Abstract: The digital transformation is currently considered the biggest challenge for companies of all industries. Access to customers and marketing communications is rapidly changing. The expectation on companies to provide a top user experience to produce effective competitiveness is growing. Marketing Engineering – the ability to achieve quick results in a complex digital transformation – is expected to become a new challenge. Marketing is taking on a leading role in the digital transformation. Traditional campaign management has become worn out and is giving way to dynamic real-time communication. The Internet of Things opens up a number of new communication channels, contexts and data sources. Mobile marketing no longer only consists of mobile optimised measures but now also incorporates the context of use and location-based services. Traditional buyer-seller relationships between customer and company are becoming more complex and must be understood in a more differentiated way.

Keywords: Analytical Intelligence; Communication; Digital Marketing; Customer Interaction; Relevant Information; Client Data (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 Q55 (search for similar items in EconPapers)
Date: 2018
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