图书简介
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 MarketingEmerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapesIssues surrounding ethics and privacyCurrent and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organizationsUnique 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.
1. Introduction Outi Niininen SECTION 1: DATA ANALYTICS AND MEASUREMENT 2. Understanding Big Data and its application in the digital marketing landscape Stephen Singaraju and Outi Niininen 3. Data-driven marketing processes: boundaries and how to overcome them Heidi Lansipuro and Heikki Karjaluoto 4. The planning and implementation process of Programmatic Advertising campaigns in emerging markets Thanh Tiet and Heikki Karjaluoto SECTION 2: DIGITAL TRANSFORMATION AND INNOVATIONS IN MARKETING 5. The antecedents and outcomes of online consumer brand experience Joel Konttinen, Heikki Karjaluoto and Aijaz. A. Shaikh 6. User experience of an e-commerce website: a case Study Saima Ritonummi and Outi Niininen 7. AI-based voice assistants for digital marketing: preparing for voice marketing and commerce Alex Mari and Rene Algesheimer SECTION 3: CUSTOMER EXPERIENCE AND SERVICESCAPES 8. The role of social capital in digitalised retail servicescape Jussi Nyrhinen, Mika Skippari and Terhi-Anna Wilska 9. From places to platforms: examining the transformation of servicescapes Julie Horakova and Outi Uusitalo 10. Social media and consumer power: opportunities and challenges for digital marketing activities Agostino Vollero and Chiara Valentini SECTION 4: ETHICS AND PRIVACY IN DIGITAL MARKETING 11. The importance of online retailers’ ethics for traditional, online and multichannel customers Mika Skippari, Sami Kajalo and Arto Lindblom 12. Data obstacles and privacy concerns in artificial intelligence initiatives Bilal Aslam, Heikki Karjaluoto and Eevi Varmavuo 13. GDPR guidelines for academic research in marketing Sachiko Scheuing and Outi Niininen 14. ’Interesting but scary’: customers’ perceived value of MyData Heidi Haapio and Outi Uusitalo SECTION 5: THE FUTURE FOR DIGITAL MARKETING COMMUNICATIONS AND CONCLUSIONS 15. Future look: communicating with customers using digital channels Outi Niininen, Stephen Singaraju, Heikki Karjaluoto, Chiara Valentini and Markus Muhonen 16. Conclusions Outi Niininen
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