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Digital marketers challenged to drive results within the connected world

Author

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  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

We are witnessing the digitalization of the customer journey in order to improve not only the satisfaction of customers, but also that of employees and business partners, and in order to improve the digital customer experience (DCX), better data analysis is considered to be critical, marketers being challenged to offer affection, relevance and trust, building emotional connection with customers, optimizing the interchanging role of traditional and digital on the basis of complex observation and analysis of the paradoxes revealed by the concept of Marketing 4.0. There is an increasing use of the Martech stack in approaching marketing strategy and tactics so as to build customer engagement and advocacy, achieving the desired results.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2018. "Digital marketers challenged to drive results within the connected world," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 8(3), pages 08-13, September.
    • Handle: RePEc:hmm:journl:v:8:y:2018:i:3:p:08-13
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    More about this item

    Keywords

    Digital marketers; DCX; Marketing 4.0; Martech stack; Brand authenticity;
    All these keywords.

    JEL classification:

    • 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
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • 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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