Contemporary issues in digital marketing / editor, Outi Niininen.

Format:

Book

Author/Creator:

Niininen, Outi., Editor.

Contributor:

Niininen, Outi, editor.

Language:

English

Subjects (All):

Internet marketing.

Physical Description:

1 online resource (199 pages)

Edition:

1st ed.

Place of Publication:

Taylor & Francis 2022

London ; New York : Routledge, [2022]

Language Note:

English

Summary:

"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 organizations 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"-- Provided by publisher.

Contents:

Cover Page

Half Title Page

Title Page

Copyright Page

Contents Page

List of contributors Page

1 Introduction

Section 1 Data analytics and measurement

2 Understanding Big Data and its application in the digital marketing landscape

3 Data-driven marketing processes: boundaries and how to overcome them

4 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

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781003093909

1003093906

9781000488494

1000488497

9781000488456

1000488454

OCLC:

1283853670