Contemporary Issues in Digital Marketing 1st edition by Outi Niininen 1000488497 9781000488494
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Authors:Outi Niininen , Series:Management [593] , Author sort:Niininen, Outi , Ids:DOI , Languages:Languages:eng , Published:Published:Apr 2022 , Publisher:Routledge , Comments:Comments:This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisationsUnique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
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ISBN 10: 1000488497
ISBN 13: 9781000488494
Author: Outi Niininen
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:
- Big Data, Artificial Intelligence and Analytics in Digital Marketing
- Emerging technologies and how they can enhance User Experience
- How ‘digital’ is changing servicescapes
- Issues surrounding ethics and privacy
- Current and future issues surrounding Social Media
- Key considerations for the future of Digital Marketing
- Case studies and examples from real-life organisations
Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
Contemporary Issues in Digital Marketing 1st Table of contents:
Section 1: Data Analytics and Measurement
- Data Analytics and Measurement
- Understanding Big Data and Its Application in the Digital Marketing Landscape
- Data-Driven Marketing Processes: Boundaries and How to Overcome Them
- The Planning and Implementation Process of Programmatic Advertising Campaigns in Emerging Markets
Section 2: Digital Transformation and Innovations in Marketing
5. The Antecedents and Outcomes of Online Consumer Brand Experience
6. User Experience of an E-Commerce Website: A Case Study
7. AI-Based Voice Assistants for Digital Marketing: Preparing for Voice Marketing and Commerce
Section 3: Customer Experience and Servicescapes
8. The Role of Social Capital in Digitalised Retail Servicescape
9. From Places to Platforms: Examining the Transformation of Servicescapes
10. Social Media and Consumer Power: Opportunities and Challenges for Digital Marketing Activities
Section 4: Ethics and Privacy in Digital Marketing
11. The Importance of Online Retailers’ Ethics for Traditional, Online, and Multichannel Customers
12. Data Obstacles and Privacy Concerns in Artificial Intelligence Initiatives
13. GDPR Guidelines for Academic Research in Marketing
14. ‘Interesting but Scary’: Customers’ Perceived Value of MyData
Section 5: The Future for Digital Marketing Communications and Conclusions
15. Future Look: Communicating with Customers Using Digital Channels
16. Conclusions
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