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E-Commerce, Marketing Technology Stake, and Improved DCX

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  • PURCAREA, Ioan Matei

Abstract

Now it’s the real time to unify users’ profile data across all systems in order to ensure the best DCX. There is no doubt about today’s massive shift from the use of third-party data to first-party data, in order to improve personalization with the help of the consent-based data collection, and make the difference between sales and marketing in e-commerce smaller. It is more and more obvious marketers’ interest for technology trends including the generative AI changing how marketing works, and scaling marketing for additional growth, expressing the essential features of the value it offers. We are witnessing the expansion of the marketing technology stake and of marketers’ efforts to make the difference thanks to the digital orchestration of the ecosystem, ensuring the big picture. Within the context of the acceleration of e-commerce growth, of the technological innovation, it is important to consider the relation between shaping the future of marketing technology and the digitally driven commerce, putting the customer first. To change e-commerce by a process of evolution companies need to consider key trends, identify and implement strategic priorities, so as to become absolutely necessary to customers.

Suggested Citation

  • PURCAREA, Ioan Matei, 2023. "E-Commerce, Marketing Technology Stake, and Improved DCX," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 13(1), pages 30-40, February.
    • Handle: RePEc:hmm:journl:v:13:y:2023:i:1:p:30-40
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v13i1/3.pdf
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    More about this item

    Keywords

    E-commerce; DCX; First-party data; Marketing technology stake; NeXT Commerce;
    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

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