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Digital Marketers at the Intersection of Digital Transformation with CX

Author

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

Abstract

Consumers’ technology adoption is powered by emotion and hyperadoption is a defining characteristic today. Digital customer experience (DCX) is evolving step by step and digital marketers are aware of the role of CX as the top digital transformation priority, not forgetting that the customer is one (offline and online) and struggling to offer relevant content and messaging within the today’s customer journey so as to create more cohesive cross-channel customer engagement, considering both the new standards set in the rapidly evolving and the need for increasingly personalized interactions (and how much personalization) at all points of the customer journey. Recent research findings pointed to significant recommendations, knowing both where to focus resources to implement digital transformation, and that improving CX is a very important benefit of digital transformation, CX and brand working together.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital Marketers at the Intersection of Digital Transformation with CX," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(4), pages 20-26, December.
    • Handle: RePEc:hmm:journl:v:7:y:2017:i:4:p:20-26
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v7i4/3.pdf
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    Cited by:

    1. PURCAREA, Ioan Matei, 2020. "Over Tipping Point for Digital Disruption: E-Commerce & Omni Channel Working Together Within the Acceleration of the Digitization of Customer and Supply Chain Interactions," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(3), pages 30-39, November.

    More about this item

    Keywords

    Digital Marketers; Digital transformation; Digital Expectations; CX;
    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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