Content area
Full text
Abstract
Purpose of this article is to provide an overview of future research areas in the digital marketing area. First, the three core processes of marketing are introduced namely CEM, SCM and innovation. Those are then linked to share holder value. Integrative digital marketing management framework is presented to ide future research. This study employs qualitative research approach and conceptual analysis method. Within CEM, SCM and innovation this research provides research guidelines, pinpoints to avenues of future research in cross-section of digital CEM, SCM and innovation and other intervening elements.
Keywords: digital marketing, customer experience management, supply chain management, innovation, future studies
1.Introduction
Value has been and is central concept in marketing research. One of the classics in strategic marketing and value based marketing is the research by Srivastava, Shervani and Fahey (1999) which won the best paper award for a publication in Journal of Marketing during that year. They highlight the multifaceted nature of marketing. According to Srivastava et al. (1999) the role of marketing in any organization can be seen either narrowly where focus is on the customer or more broadly as a marketing perspective to whole organization. In here, we embrace the holistic view. Srivastava et al. (1999) present an organizationally embedded view of marketing as an entity that can be viewed as part of the three core business processes namely customer relationship management (CRM), supply chain management (SCM) and product development management (PDM). PDM is also known as New Product Development (NPD). In turn, these three core processes create value for the customer and eventually value also for the shareholder.
Since the publication of Srivastava et al. (1999), marketing as function, practice and science has witnessed considerable shift from the use of traditional marketing strategy, programs and tools (TV, radio, newspaper, magazine, e-mail, static websites and trade events) to encompass ever increasingly amount of digital marketing tools such as search engine marketing, website morphing, marketing automation, predictive algorithms, behavioural and mobile marketing, sensors, robots, blockchain, augmented reality, digital signage, social media and internet of things (IoT) to mention some of the developments. Illustrative of this change from traditional/analogue to digital is the ad spending shift from late 1990s to today by Fortune 500 companies. Today, which was unheard of roughly...