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Marketers’ Reskilling within the Digital Transformation, a Today’s Essential Task for Approaching New Digital Roles

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  • PURCAREA, Ioan Matei

Abstract

We are witnessing really spectacular evolutions in today’s digital marketing world and there is still place for improvement, customers increasingly preferring digital interactions. Organizations do feel a real need of having multi-disciplinary teams within their digital transformation, while facing challenges such as the intelligent artificiality or conversational AI, struggling to ensure the integration of their technology stack so as to deliver a more immersive CX. And as marketing and sales are meeting at the point of lead generation, digital marketing is more important than ever, marketers are increasing, for instance, their investment in the social platforms, the use of conversion tracking in improving the ROI of the digital marketing campaigns, and the adequately managing the next generation digital interactions in the contact center, taking into account the rich nature of customers and enhancing CX with the help of recommended behavioral economics practices, deploying digital marketing talent with agility.

Suggested Citation

  • PURCAREA, Ioan Matei, 2019. "Marketers’ Reskilling within the Digital Transformation, a Today’s Essential Task for Approaching New Digital Roles," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 9(3), pages 11-22, September.
    • Handle: RePEc:hmm:journl:v:9:y:2019:i:3:p:11-22
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    More about this item

    Keywords

    Marketers’ Reskilling; Digital Marketing; Digital Transformation; Intelligent Artificiality; Conversational AI; Digital CX; Conversion Tracking; Digital Marketing Talent;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • 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
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • 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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