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
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://crd-aida.ro/RePEc/rdc/v9i2/3.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:9:y:2018:i:2:p:25-29

Access Statistics for this article

More articles in Romanian Distribution Committee Magazine from Romanian Distribution Committee
Bibliographic data for series maintained by Theodor Valentin Purcarea ( this e-mail address is bad, please contact ).