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A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Marketing Cortex

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Uli Schneider

    (Infineon Technologies AG)

  • Lore Darcos

    (Infineon Technologies AG)

  • Robin Schneider

Abstract

Deep Dive 3 (Strategy and Operations): Digital marketing is not less system oriented, and thus complex, compared to other corporate disciplines in everyday business: It requires the definition of goals, strives for real-time monitoring, carries out simulations, and identifies correlations and causalities and therefore needs to be embedded in the overall business context of a company so as to provide a competitive contribution. For that reason, the digital marketing discipline is better thought as an area which requires a cerebral cortex, where higher processes are defined and orchestrated through the interlinkage of areas such as strategy, content marketing, sales, and many others. The chapter presents the reader with an integrated framework in which all relevant elements and interactions at interfaces of our successful digital customer engagement approach in the automotive electronics industry are mapped. Accordingly, the framework serves the reader as a practical blueprint of a cortex, an overarching control system for the digital marketing practice in the automotive electronics supplier industry.

Suggested Citation

  • Uli Schneider & Lore Darcos & Robin Schneider, 2023. "A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Marketing Cortex," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 103-123, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_7
    DOI: 10.1007/978-3-031-30720-1_7
    as

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