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Seeing the wood for the trees: Fixing large undefined problems in digital marketing

Author

Listed:
  • Mooney, Michael
  • Slobodian, Stephanie

Abstract

An app that performs for an organisation must balance business, technology and user needs. While it is easy to skip steps, taking the time to leverage the expertise of various disciplines will pay off with users and the organisation. Marriott International keeps pace with what users want by constantly iterating on design and development and talking to users to ensure it hits the mark.

Suggested Citation

  • Mooney, Michael & Slobodian, Stephanie, 2016. "Seeing the wood for the trees: Fixing large undefined problems in digital marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(4), pages 294-303, February.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:3:i:4:p:294-303
    as

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    More about this item

    Keywords

    Agile; user experience; user research; qualitative testing; mobile; conversion; e-commerce; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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