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Engineering the Digital Transformation of Marketing

Author

Listed:
  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

In full process of continuous identifying digital opportunities throughout the whole value chain, marketing must better understand the difference between change and transformation, integrating people, technology and best practices, considering the social interaction accelerated by social media, and the already set triggers of the digital transformation, achieving step by step better customer engagement and improving customer experience while integrating it across channels. Under the continuous pressure of improving their company’s digital marketing efforts by using the adequate digital marketing techniques, they must follow the trends, including the emergent ones, doing the right thing about them, integrating digital and traditional marketing, enhancing knowledge of their customers’ needs, wants and attitudes, achieving a complete customer view, and delivering real-time experiences accordingly.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2016. "Engineering the Digital Transformation of Marketing," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(2), pages 06-14, June.
    • Handle: RePEc:hmm:journl:v:6:y:2016:i:2:p:06-14
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v6i2/2.pdf
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    Citations

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    Cited by:

    1. PURCAREA, Theodor, 2016. "A Holistic Approach of Revenue Management and its Relation to Agile Marketing. Tourist Experience in a Customer-Driven Era," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(4), pages 16-27, December.

    More about this item

    Keywords

    Digital transformation; Digital marketing; Digital marketing techniques; Customer journey; Customer experience;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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