Future look : Communicating with customers using digital channels
Niininen, O., Singaraju, S., Karjaluoto, H., Valentini, C., & Muhonen, M. (2022). Future look : Communicating with customers using digital channels. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 165-175). Routledge. https://doi.org/10.4324/9781003093909-20
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2022Discipline
Basic or discovery scholarshipDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationMarkkinointiViestinnän johtaminenJohtaminenHyvinvoinnin tutkimuksen yhteisöTyön ja johtamisen muuttuminen digitaalisessa ajassaBasic or discovery scholarshipDigital Business and Economy (focus area)Digital marketing and CommunicationMarketingCorporate CommunicationManagement and LeadershipSchool of WellbeingEmergent work in the digital eraCopyright
© Authors, 2022
Digital Marketing is a fast-moving field, and the future of Digital Marketing Communication is multifaceted. Communication with customers can be based on either their current geographical location, their past online behaviour or their actions across various social media platforms. Communications can vary from one-to-one to many-to-many with varying types of digital technology used to facilitate it.
The focus of Digital Marketing is to deliver smooth, effortless and enjoyable experiences to customers no matter their location. Existing digital services will be enhanced by greater use of Artificial Intelligence, Big Data and automation. Analytics, when combined with location-based services, will tempt consumers with goods/services designed to delight each individual ‘at the right time, in the right place’. This chapter offers a picture of what communication with customers might look like in the future.
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978-0-367-55533-7Is part of publication
Contemporary Issues in Digital MarketingKeywords
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https://converis.jyu.fi/converis/portal/detail/Publication/101690228
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