A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Marketing Cortex

Uli Schneider (), Lore Darcos () and Robin Schneider
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Uli Schneider: Infineon Technologies AG
Lore Darcos: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 103-123 from Springer

Abstract: Abstract Deep Dive 3 (Strategy and Operations): Digital marketing is not less system oriented, and thus complex, compared to other corporate disciplines in everyday business: It requires the definition of goals, strives for real-time monitoring, carries out simulations, and identifies correlations and causalities and therefore needs to be embedded in the overall business context of a company so as to provide a competitive contribution. For that reason, the digital marketing discipline is better thought as an area which requires a cerebral cortex, where higher processes are defined and orchestrated through the interlinkage of areas such as strategy, content marketing, sales, and many others. The chapter presents the reader with an integrated framework in which all relevant elements and interactions at interfaces of our successful digital customer engagement approach in the automotive electronics industry are mapped. Accordingly, the framework serves the reader as a practical blueprint of a cortex, an overarching control system for the digital marketing practice in the automotive electronics supplier industry.

Keywords: Integrated digital marketing framework; Digital marketing strategy; Customer journey; Marketing target model; Buyer persona; Paid media strategy; Owned media strategy; Earned media strategy; Digital media strategy (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-30720-1_7

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