Contemporary issues in digital marketing /

Contemporary issues in digital marketing / / editor, Outi Niininen.

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"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 ; Emergin...

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Bibliographic Details
TeilnehmendeR:
Niininen, Outi,
Place / Publishing House:London ;, New York : : Routledge,, [2022]
©2022
Year of Publication:2022
Edition:1st ed.
Language:English
Physical Description:1 online resource (199 pages)
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Table of 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.

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