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Creating Sustainable Digital Experiences

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  • Kozinets Robert V.

Abstract

Is the social media hype about being cool or about making money? For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.

Suggested Citation

  • Kozinets Robert V., 2014. "Creating Sustainable Digital Experiences," GfK Marketing Intelligence Review, Sciendo, vol. 6(2), pages 46-51, November.
    • Handle: RePEc:vrs:gfkmir:v:6:y:2014:i:2:p:46-51:n:9
    DOI: 10.2478/gfkmir-2014-0098
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