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Navigating new marketing technologies, channels and metrics

Author

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  • Petra Leonora Cvitanović

Abstract

Modern technologies in all industries are drastically changing the behaviour of the consumers as well as their purchasing patterns. Companies are directing their marketing investment resources into mobile and online while the traditional marketing channels slowly become less effective because of the new generation of consumers and more effective targeting possibilities. New retail technologies offer many possibilities for reaching consumers directly through their mobile phones when they are in the store. A variety of marketing analytics tools helps the companies to measure marketing performance in both online and mobile channel. The goal of this paper is to analyse the advantages of today’s marketing technologies, marketing channels and marketing metrics and to identify some of the difficulties which companies face in navigating them. The conclusion is that companies which resist to use new technologies, channels and metrics are only hurting their business in the long run. Research methodology includes study of literature and scientific articles on digital marketing and researching YouTube videos on retail and mobile marketing.

Suggested Citation

  • Petra Leonora Cvitanović, 2019. "Navigating new marketing technologies, channels and metrics," EFZG Working Papers Series 1902, Faculty of Economics and Business, University of Zagreb.
    • Handle: RePEc:zag:wpaper:1902
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    More about this item

    Keywords

    new marketing technologies; multi-channel marketing; marketing analytics metrics; new generation of consumers; the future of marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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