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Digital Marketing and Ecommerce in the Digital Neo-Economy, Discovering by Learning in the New Era of Innovation, and Re-engaging the Marketing Team

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  • PURCAREA, Ioan Matei

Abstract

Marketing teams are facing real challenges with regard to digital marketing, social media marketing framework, and understanding the next evolution of business performance measurement. Ecommerce in the digital neo-economy, the current growth of retail ecommerce sales, evolutive aspects and future perspectives, including from the point of view of the need of seamlessly connecting the mobile customer experience with the in-store experience, within the retail industry’s vast shift of value to online, are representing significant preoccupations today. There is no doubt about both the need of discovering by learning and considering the prominence of innovation exploration and discovery, and of following the data in applying Artificial Intelligence while entering a new era of innovation. Marketing teams must be re-engaged, being open to learn so as to solve for people, combining personalization with automation, updating data collection methods, ensuring customer trust, and the last but not the least constantly nurturing marketing expertise and soft skills.

Suggested Citation

  • PURCAREA, Ioan Matei, 2021. "Digital Marketing and Ecommerce in the Digital Neo-Economy, Discovering by Learning in the New Era of Innovation, and Re-engaging the Marketing Team," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 11(2), pages 16-31, August.
    • Handle: RePEc:hmm:journl:v:11:y:2021:i:2:p:16-31
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    References listed on IDEAS

    as
    1. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    2. PURCAREA, Ioan Matei, 2021. "Marketing 5.0, Society 5.0, Leading-Edge Technologies, New CX, and New Engagement Capacity within the Digital Transformation," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 11(1), pages 35-53, April.
    3. PURCAREA, Ioan Matei, 2020. "Marketing transformation under the pressure of the new technologies and emotions impact on decision making," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(4), pages 13-22, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Digital marketing; Ecommerce; Digital Neo-Economy; Discovering by Learning; New Era of Innovation;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • 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
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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