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Digital marketing challenged by delivering value in the flux business environment

Author

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  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

Today’s companies’ success is depending on the digital transformation on the way of delivering improved experiences, considering digital which has changed the nature of growth, analytics, cloud, the reimagining of core systems, and the partnership between marketing and IT. It is imperative for companies to respond to the identified changes, interacting accordingly with technology, also looking at the new environments created by the virtual and real worlds coming together. B2B marketers need to develop new skills of using marketing technologies, being also need to learn more about optimizing content for revenue growth, considering the central role of customer journeys within the context of B2B relationships’ complexity and of the confirmation of the viability of McKinsey’s Marketing Operating Model.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital marketing challenged by delivering value in the flux business environment," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(2), pages 07-13, June.
  • Handle: RePEc:hmm:journl:v:7:y:2017:i:2:p:07-13
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    More about this item

    Keywords

    Digital transformation; Digital customer experience; Digital customer journeys; Marketing Operating Model;
    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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