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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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Organizations and authors

University of Jyväskylä

Valentini Chiara Orcid -palvelun logo

Niininen Outi Orcid -palvelun logo

Karjaluoto Heikki Orcid -palvelun logo

Publication type

Publication format

Article

Parent publication type

Compilation

Article type

Other article

Audience

Scientific

Peer-reviewed

Peer-Reviewed

MINEDU's publication type classification code

A3 Book section, Chapters in research books

Publication channel information

Parent publication editors

Niininen, Outi

Publisher

Routledge

Pages

165-175

​Publication forum

5876

​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