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Navigating New Marketing Technologies, Channels and Metrics

Author

Listed:
  • Petra Leonora Cvitanovic

    (Microsoft Hrvatska d.o.o., Croatia)

Abstract

The goal of this paper is to analyse the advantages of today’s marketing technologies, marketing channels and marketing metrics and to identify the difficulties which companies face in navigating them. Modern technologies in all industries are drastically changing human lifestyle, interactions and expectations from the brands. Companies are directing more of their marketing investment into online, mobile, as well as combined online and retail channels, while traditional marketing channels become less effective. New retail and mobile technologies offer many possibilities for interaction with consumers and planning of an effective marketing strategy. A variety of marketing analytics tools helps the companies to measure digital marketing performance. The conclusion of the paper is that new marketing technologies, channels and metrics dictate new standards for managing of company’s marketing in the 21st century market. Research methodology includes study of literature, scientific articles and online sources related to digital marketing, technology and consumer behaviour.

Suggested Citation

  • Petra Leonora Cvitanovic, 2018. "Navigating New Marketing Technologies, Channels and Metrics," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 16(4 (Winter), pages 379-400.
    • Handle: RePEc:mgt:youmgt:v:16:y:2018:i:4:p:379-400
    DOI: 10.26493/1854-6935.16.379-400
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    References listed on IDEAS

    as
    1. Wajeeha Aslam & Marija Ham & Imtiaz Arif, 2017. "Consumer Behavioral Intentions towards Mobile Payment Services: An Empirical Analysis in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 161-176.
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    More about this item

    Keywords

    marketing technologies; multi-channel marketing; marketing analytics; marketing metrics; the future of marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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