Future look : Communicating with customers using digital channels
Year of publication
2022
Authors
Niininen, Outi; Singaraju, Stephen; Karjaluoto, Heikki; Valentini, Chiara; Muhonen, Markus
Abstract
Digital Marketing is a fast-moving field, and the future of Digital Marketing Communication is multifaceted. Communication with customers can be based on either their current geographical location, their past online behaviour or their actions across various social media platforms. Communications can vary from one-to-one to many-to-many with varying types of digital technology used to facilitate it. The focus of Digital Marketing is to deliver smooth, effortless and enjoyable experiences to customers no matter their location. Existing digital services will be enhanced by greater use of Artificial Intelligence, Big Data and automation. Analytics, when combined with location-based services, will tempt consumers with goods/services designed to delight each individual ‘at the right time, in the right place’. This chapter offers a picture of what communication with customers might look like in the future.
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Publication type
Publication format
Article
Parent publication type
Compilation
Article type
Other article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A3 Book section, Chapters in research booksPublication channel information
Parent publication name
Parent publication editors
Niininen, Outi
Publisher
Pages
165-175
ISBN
Publication forum
Publication forum level
3
Open access
Open access in the publisher’s service
Yes
Open access of publication channel
Fully open publication channel
Self-archived
Yes
Other information
Fields of science
Business and management; Media and communications
Keywords
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Publication country
United Kingdom
Internationality of the publisher
International
Language
English
International co-publication
Yes
Co-publication with a company
No
DOI
10.4324/9781003093909-20
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes