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Digital intelligence and digital marketing effectiveness

Author

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  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

All businesses are beginning to better understand the significant role of digital intelligence as a continuous initiative transforming businesses and customer experiences. There are lessons to learn from digital predators on the way of solving the so-called “digital dilemma”. And as we are in the “converged lifestyle”, digital marketers must act accordingly in their journey from strategy to execution, including by rethinking buyer persona development and insight gathering in our digital-centric world. There is a real need of using the adequate techniques for improving the organization’s digital marketing effectiveness, better understanding what are today’s in-demand marketing skills, not forgetting that digital marketing is considered to be an essential part of the marketing budget.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital intelligence and digital marketing effectiveness," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(1), pages 12-17, March.
    • Handle: RePEc:hmm:journl:v:7:y:2017:i:1:p:12-17
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    More about this item

    Keywords

    Digital intelligence; Digital operational excellence; Digital customer experience; Digital marketing effectiveness;
    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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