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How business-to-business and business-to-consumer marketers can future-proof their digital marketing strategies

Author

Listed:
  • Sharma, Manvee

    (Royal FrieslandCampina, Stationsplein 4, The Netherlands)

Abstract

Continuous technological advancements and emerging consumer trends have rapidly changed the scope of digital marketing. The scope of digital marketing is increasingly leaning towards providing memorable customer experiences throughout the buying journey. At the same time, stricter data privacy laws are pushing digital marketers to think of innovative and effective ways to give their consumers and customers best-in-class experiences through personalisation. Through several case studies, this paper aims to provide inspiration to marketers in both business-to-business and business-to-consumer companies about the emerging trends in e-commerce, privacy-conscious marketing and artificial intelligence enabled personalisation. It also discusses the importance of getting back to the basics of marketing to build a strong digital strategy for the future.

Suggested Citation

  • Sharma, Manvee, 2023. "How business-to-business and business-to-consumer marketers can future-proof their digital marketing strategies," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(2), pages 128-154, September.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:2:p:128-154
    as

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    More about this item

    Keywords

    digital marketing; digital transformation; digital marketing future; digital trends;
    All these keywords.

    JEL classification:

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

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