Advertisement
| digital marketing maturity model: The Technology Fallacy Gerald C. Kane, Anh Nguyen Phillips, Jonathan R. Copulsky, Garth R. Andrus, 2022-08-23 Why an organization's response to digital disruption should focus on people and processes and not necessarily on technology. Digital technologies are disrupting organizations of every size and shape, leaving managers scrambling to find a technology fix that will help their organizations compete. This book offers managers and business leaders a guide for surviving digital disruptions—but it is not a book about technology. It is about the organizational changes required to harness the power of technology. The authors argue that digital disruption is primarily about people and that effective digital transformation involves changes to organizational dynamics and how work gets done. A focus only on selecting and implementing the right digital technologies is not likely to lead to success. The best way to respond to digital disruption is by changing the company culture to be more agile, risk tolerant, and experimental. The authors draw on four years of research, conducted in partnership with MIT Sloan Management Review and Deloitte, surveying more than 16,000 people and conducting interviews with managers at such companies as Walmart, Google, and Salesforce. They introduce the concept of digital maturity—the ability to take advantage of opportunities offered by the new technology—and address the specifics of digital transformation, including cultivating a digital environment, enabling intentional collaboration, and fostering an experimental mindset. Every organization needs to understand its “digital DNA” in order to stop “doing digital” and start “being digital.” Digital disruption won't end anytime soon; the average worker will probably experience numerous waves of disruption during the course of a career. The insights offered by The Technology Fallacy will hold true through them all. A book in the Management on the Cutting Edge series, published in cooperation with MIT Sloan Management Review. |
| digital marketing maturity model: Digital and Social Media Marketing Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz, 2016-11-18 Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. |
| digital marketing maturity model: Digital Marketing Fundamentals Marjolein Visser, Berend Sikkenga, Mike Berry, 2021-07-05 Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics. Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing. |
| digital marketing maturity model: Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing Milton Kotler, Tiger Cao, Sam Wang, Colllen Qiao, 2020-08-26 The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system. |
| digital marketing maturity model: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| digital marketing maturity model: Digital Marketing All-in-One For Dummies Stephanie Diamond, 2019-04-04 Unlock the value in online marketing A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers. This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more! Use targeted, measurable marketing strategies to promote brands and products Increase brand awareness, customer acquisitions, and audience engagement Measure what your online traffic is worth and improve ROI on digital marketing Develop a solid digital marketing plan and put it to work for your brand From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back. |
| digital marketing maturity model: Marketing Plans Malcolm McDonald, Hugh Wilson, Dave Chaffey, 2024-03-19 The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning. |
| digital marketing maturity model: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| digital marketing maturity model: Digital and Marketing Asset Management Theresa Regli, 2016-08-02 The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works. |
| digital marketing maturity model: Emarketing Excellence Dave Chaffey, PR Smith, 2013-03-05 Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool. Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing. |
| digital marketing maturity model: Digital and Social Media Marketing Aleksej Heinze, Gordon Fletcher, Ana Cruz, 2020-04-28 The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book’s customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners’ experience and support a worldwide learning community. |
| digital marketing maturity model: The Definitive Guide to B2B Digital Transformation Fred Geyer, Joerg Niessing, 2020-05-22 |
| digital marketing maturity model: High-Velocity Digital Marketing Steven Mark Kahan, 2022-12-06 High-Velocity Digital Marketing provides B2B sales and marketing teams with a blueprint for quickly accelerating revenue growth 67 percent of B2B buyers no longer prefer to interact with sales representatives when making purchasing decisions. Gathering information online is now the hallmark of the buying process. During his 30+ year career, Steven Mark Kahan has developed a digital marketing blueprint that helps companies quickly increase revenue in brutally competitive markets. In High-Velocity Digital Marketing, he lays out how you can: Set in motion a modern marketing strategy to dramatically increase revenue growth in record time Create content that resonates with your ideal target customers Drive more visitors to your website without paying for ads Build digital demand generation campaigns that quickly deliver more leads, sales pipeline, and revenue Improve your website to convert at least 5 percent of traffic to leads Leverage public relations so it contributes to revenue growth Synchronize your sales and marketing teams in order to close prospects faster and at a higher rate Marketing online is no longer one of the ways to market—it is the way to do marketing. High-Velocity Digital Marketing is your essential, easy-to-implement guide to getting found online, providing the most critical information, and getting your buyers to purchase—fast. |
| digital marketing maturity model: Construction Digitalisation Douglas Aghimien, Clinton Aigbavboa, Ayodeji Oke, Wellington Thwala, 2021-07-25 This book explores construction digitalisation, particularly in developing countries. The book conceptualises a digitalisation capability maturity model that will enable construction organisations to self-assess and benchmark their digital capabilities in their quest for digital transformation. Digitalisation offers a significant solution to the age-long problems of the construction industry. Research shows that when construction organisations transform from a traditional service delivery approach to a more digitalised approach, significant improvement in project delivery and better competitive advantage for these organisations will be attained. The attainment of these benefits is evident in developed countries where the digitalisation of construction activities continues apace. Unfortunately, the story is not the same for construction organisations in developing economies. While some organisations might be willing to be digitally transformed, most have no clue how to go about it. To this end, this book provides guidelines for construction organisations seeking to transform their entities digitally. Its content is a valuable read for construction company owners as it provides a model which they can use in the digitalisation of their activities. Also, regulatory bodies in the construction industry can adopt the capabilities identified in the book as essential prerequisites for their members. Furthermore, the book serves as excellent theoretical background reading for management researchers seeking to expand their knowledge on the digitalisation of the construction industry and other associated industries. |
| digital marketing maturity model: Connect Lars Birkholm Petersen, Ron Person, Christopher Nash, 2014-09-15 Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be sold to or managed. Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work. |
| digital marketing maturity model: Digital Analytics for Marketing A. Karim Feroz, Gohar F. Khan, Marshall Sponder, 2024-01-25 This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to connect the dots and humanize information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides. |
| digital marketing maturity model: Marketing in the Participation Age Daina Middleton, 2012-11-07 Turn intrinsic human desires into your most powerful marketing tool. Marketing in the Participation Age shows you how to rethink marketing. Transform consumers into active participants for your brand by capturing their interest, empowering them to contribute, and developing meaningful relationships that keep them involved. Learn how to create a marketing environment that fulfills your customers' desire to seek challenges and discover new things—and watch their participation yield greater revenues for your business. Marketing is constantly evolving. Companies can't compete by using the same old, tired tools. This book provides fresh inspiration, with a new framework for doing things differently. —Sally Hogshead, author of Fascinate; inductee into the CPAE Speaker Hall of Fame Participant marketing transformed the way we did business in the marketplace as an agency and provided a framework for doing business with clients that added unique value to their marketing efforts. —Kris Pinto, founder of Moxie Interactive |
| digital marketing maturity model: E-business In The 21st Century: Essential Topics And Studies (Second Edition) Jun Xu, Xiang-zhu Gao, 2021-02-04 In the world of internet, wide adoption of computing devices dramatically reduces storage costs with easy access to huge amount of data, thus posing benefits and challenges to e-business amongst organizations.This unique compendium covers current status and practices of e-business among organizations, their challenges and future directions. It also includes studies of different perspectives and markets of e-business.The must-have volume will be a good reference text for professionals and organizations who are updating their e-business knowledge/skills and planning their e-business initiatives. |
| digital marketing maturity model: Handbook on Digital Business Ecosystems Baumann, Sabine, 2022-04-22 This timely Handbook on Digital Business Ecosystems provides a comprehensive overview of current research and industrial applications as well as suggestions for future developments. Multi-disciplinary in scope, the Handbook includes rigorously researched contributions from over 80 global expert authors from a variety of areas including administration and management, economics, computer science, industrial engineering, and media and communication. |
| digital marketing maturity model: B2B Digital Marketing Strategy Simon Hall, 2023-10-03 Hone and perfect your digital marketing skills and learn how to apply them effectively to B2B marketing with the new edition of this bestselling guide. B2B Digital Marketing Strategy is a clear and practical digital marketing guide that helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It gives readers an overview of the latest approaches, models, processes and solutions, as well as examples of technologies to help them deal with key current B2B digital marketing challenges such as those associated with account targeting, data utilization and digital campaign management. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. This book is an invaluable resource for any professional or student in the B2B space. Newly updated, this second edition provides two new chapters on digital retention marketing and social media strategies as well as improved guidance on campaign tracking and gamification. This practical guide is packed with global case studies and examples such as Danfoss, American Express and IBM. |
| digital marketing maturity model: Data-First Marketing Janet Driscoll Miller, Julia Lim, 2020-08-21 Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth. |
| digital marketing maturity model: Digitalization and Sustainability M. K. Brohman, Gregory S. Dawson, Kevin C. Desouza, 2023-08-14 Addressing the key research question of how organizations transform to generate new forms of public and shareholder value by leveraging digital technology, expert contributors provide a deep dive into a diverse variety of business models from around the globe. The book also provides a timely focus on multisector ecosystems where organizations have limited, if any, ability to operate using monopolistic and/or command-and-control mechanisms. |
| digital marketing maturity model: Digital Marketing Dave Chaffey, Fiona Ellis-Chadwick, 2019-02-05 Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. |
| digital marketing maturity model: Intelligent Sustainable Systems Jennifer S. Raj, Yong Shi, Danilo Pelusi, Valentina Emilia Balas, 2022-08-22 This book features research papers presented at the 5th International Conference on Intelligent Sustainable Systems (ICISS 2022), held at SCAD College of Engineering and Technology, Tirunelveli, Tamil Nadu, India, during February 17–18, 2022. The book discusses latest research works that discusses the tools, methodologies, practices, and applications of sustainable systems and computational intelligence methodologies. The book is beneficial for readers from both academia and industry. |
| digital marketing maturity model: Intelligent Systems in Digital Transformation Cengiz Kahraman, Elif Haktanır, 2022-11-14 This book states that intelligent digital transformation is the process of using artificial intelligence techniques in digital technologies such as machine learning, natural language processing, automation and robotics to transform existing non-digital business processes and services to meet with the evolving market and customer expectations. This book including 26 chapters, each written by their experts, focuses on revealing the reflection of digital transformation in our business and social life under emerging conditions through intelligent systems. Intelligent digital transformation examples from almost all sectors including health, education, manufacturing, tourism, insurance, smart cities, banking, energy and transportation are introduced by theory and applications. The intended readers are managers responsible for digital transformation, intelligent systems researchers, lecturers, and MSc and PhD students studying digital transformation. |
| digital marketing maturity model: The Official Dictionary for Internet, Computer, ERP, CRM, UX, Analytics, Big Data, Customer Experience, Call Center, Digital Marketing and Telecommunication Heverton Anunciação, 2023-12-04 A famous Information Techonology´s phrase said: … the computing created soluctions for problem its own computing created. Once thing is true. Day by day new vocabulary is brought for business´world by Marketers, CIO, Programmers, so son.. I created this Official Dictionary to keep you updated to be able to build bridge among corporation´s teams. Let´s cross it.. Peter Druck said: don´t fight against Marketing. You will lose. With that in mind, I am preparing you to talk the same language to get the best result for your career and business. I presented clear definition for this new vocabulary for a new digital world. It covers the following areas: ERP CRM UX (User experience) & Usability Business Intelligence Data Warehouse Analytics Big Data Customer Experience Call Center & Customer service Digital Marketing and in the Third edition (Mar/2019) I added terms for Telecommunication This book is part of the CRM and Customer Experience Trilogy called CX Trilogy which aims to unite the worldwide community of CX, Customer Service, Data Science and CRM professionals. I believe that this union would facilitate the contracting of our sector and profession, as well as identifying the best professionals in the market. The CX Trilogy consists of 3 books and one Dictionary: 1st) 30 Advice from 30 greatest professionals in CRM and customer service in the world 2nd) The Book of all Methodologies and Tools to Improve and Profit from Customer Experience and Service 3rd) Data Science and Business Intelligence - Advice from reputable Data Scientists around the world and plus, the book: The Official Dictionary for Internet, Computer, ERP, CRM, UX, Analytics, Big Data, Customer Experience, Call Center, Digital Marketing and Telecommunication: The Vocabulary of One New Digital World |
| digital marketing maturity model: New Developments in Online Marketing Stephen Tagg, Alan Stevenson, Tiziano Vescovi, 2013-09-13 There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information ‘pull’ rather than ‘push’, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture – a ‘Net generation’ culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new ‘mindsets’ and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and ‘New-Wave Globals’; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management. |
| digital marketing maturity model: AI in Marketing, Sales and Service Peter Gentsch, 2018-10-22 AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors. |
| digital marketing maturity model: Research Anthology on Blockchain Technology in Business, Healthcare, Education, and Government Management Association, Information Resources, 2020-09-30 Even though blockchain technology was originally created as a ledger system for bitcoin to operate on, using it for areas other than cryptocurrency has become increasingly popular as of late. The transparency and security provided by blockchain technology is challenging innovation in a variety of businesses and is being applied in fields that include accounting and finance, supply chain management, and education. With the ability to perform such tasks as tracking fraud and securing the distribution of medical records, this technology is key to the advancement of many industries. The Research Anthology on Blockchain Technology in Business, Healthcare, Education, and Government is a vital reference source that examines the latest scholarly material on trends, techniques, and uses of blockchain technology applications in a variety of industries, and how this technology can further transparency and security. Highlighting a range of topics such as cryptography, smart contracts, and decentralized blockchain, this multi-volume book is ideally designed for academics, researchers, industry leaders, managers, healthcare professionals, IT consultants, engineers, programmers, practitioners, government officials, policymakers, and students. |
| digital marketing maturity model: ECKM 2023 24th European Conference on Knowledge Management Vol 2 Alvaro Rosa, 2023-09-07 These proceedings represent the work of contributors to the 24th European Conference on Knowledge Management (ECKM 2023), hosted by Iscte – Instituto Universitário de Lisboa, Portugal on 7-8 September 2023. The Conference Chair is Prof Florinda Matos, and the Programme Chair is Prof Álvaro Rosa, both from Iscte Business School, Iscte – Instituto Universitário de Lisboa, Portugal. ECKM is now a well-established event on the academic research calendar and now in its 24th year the key aim remains the opportunity for participants to share ideas and meet the people who hold them. The scope of papers will ensure an interesting two days. The subjects covered illustrate the wide range of topics that fall into this important and ever-growing area of research. The opening keynote presentation is given by Professor Leif Edvinsson, on the topic of Intellectual Capital as a Missed Value. The second day of the conference will open with an address by Professor Noboru Konno from Tama Graduate School and Keio University, Japan who will talk about Society 5.0, Knowledge and Conceptual Capability, and Professor Jay Liebowitz, who will talk about Digital Transformation for the University of the Future. With an initial submission of 350 abstracts, after the double blind, peer review process there are 184 Academic research papers, 11 PhD research papers, 1 Masters Research paper, 4 Non-Academic papers and 11 work-in-progress papers published in these Conference Proceedings. These papers represent research from Australia, Austria, Brazil, Bulgaria, Canada, Chile, China, Colombia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, India, Iran, Iraq, Ireland, Israel, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lithuania, Malaysia, México, Morocco, Netherlands, Norway, Palestine, Peru, Philippines, Poland, Portugal, Romania, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Tunisia, UK, United Arab Emirates and the USA. |
| digital marketing maturity model: 77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION Jace An, 2018-09-24 This is not a theory book that discusses academic concepts of the digital capability, but rather a practical field book that describes the proven digital capabilities as the building blocks of digital transformation and the approach to assessment and improvement of the digital capabilities to achieve successful digital transformation. This book therefore caters best for digital 'practitioners' including IT professionals, marketers and sales reps as well as digital consultants and digital planners.The Digital Capability Model in this book consists of 12 mega capabilities and 77 capabilities, where a mega capability is comprised of a set of capabilities. This book is organized to describe the CAPABILITIES and their MATURITY LEVELS individually according to the taxonomy of the Model. A digital capability is defined in this book as an organizational capacity to produce intended business outcome by combining process, people and technology elements in a way that is unique to each organization.Process element includes process flow, input & output information, and business rules & policies. People element includes organizational structure, and roles, responsibilities & skills. Technology element includes applications, data, and infrastructure around digital technology. The Social Listening capability is for example defined as an organizational capacity to understand what users are talking about on social media and use that for business by combining its well-defined processes, people, and technologies.The Model is comprehensive in scope, making it best suited for those who desire to have a broad understanding of the entire scope of digital capabilities and wish to obtain the cross-boundary, multi-disciplinary knowledge across business and technology.e;Many organizations find it difficult to establish a robust yet agile framework for their digital operations. This book is all about a ready-made, yet highly-customizable solution to this challenge. The author suggests thinking of digital capabilities as the building blocks for digital transformation and describes each capability in great detail. Organizations can simply pick and choose those digital capabilities they consider relevant to them, to build their own digital framework. Reading this book and following the steps will put you firmly on the road to achieving dominance in the digital space and providing your customers with consistent, memorable user experiences that will keep them coming back for more.e; - David Lee, Director Process Innovation, Samsung America.e;I was lucky enough to be there when Jace first started to codify his wholistic understanding of digital operations into the Digital Capability Model. As I read through this book four years later, I again see the clarity of his communication, the value of his expansive perspective and the sheer usefulness of this tool. The Model is thorough and intricate, well thought out and well explained. The value of this whole of capability model is tremendous and should become the standard against which digital business is measured.e; - Nick Crowther, Managing Director, Freerange Future (Webby Awards and SxSW Interactive Awards winner). e;A must read for anyone already involved in digital transformation, or wanting to learn how best they can implement and improve their digital operations. Rather than delivering generic and superficial statements about digital transformation, this book covers the essentials of proven digital capabilities and shows you how to use these to implement digital transformation practically. The unified model of Digital Capabilities provides a crash course that introduces readers to all the various aspects of digital transformation. If you're looking for a proven, practical digital framework, this book will exceed your expectations significantly.e; Jay Jung, Customer & Digital Adviser, Ernst & Young. |
| digital marketing maturity model: Contemporary Issues in Digital Marketing John Branch, Marcus Collins, 2018-06-30 We live in the digital age. There are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects--cuddly toys, cars, even kettles--have created an internet of things. Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital age will offer possibilities for new product innovation, advanced methods for engaging customers and original vehicles for creating brand communities. Despite the pervasiveness of digital technologies, however, digital marketing is seemingly still in its infancy. Contributions from both academics and practitioners who are experts in the field explore the realities of digital marketing. |
| digital marketing maturity model: Information and Communication Technologies in Tourism 2016 Alessandro Inversini, Roland Schegg, 2016-01-22 The papers presented in this volume advance the state-of-the-art research on digital marketing and social media, mobile computing and responsive web design, semantic technologies and recommender systems, augmented and virtual reality, electronic distribution and online travel reviews, MOOC and eLearning, eGovernment and sharing economy. This book covers the most significant areas contributed by prominent scholars from around the world and is suitable for both academics and practitioners who are interested in the latest developments in eTourism. |
| digital marketing maturity model: The fourth industrial revolution glossarium: over 1500 of the hottest terms you will use to create the future Alexander Chesalov, 2023-04-12 Dear reader!Your attention is invited to a unique book!This is the result of many years of experience of the author in the field of information technology. This text, among other things, contains the hottest terms not only from other books of the author: «Glossary of Artificial Intelligence and Information Technology», «Glossary of the Digital Economy», «Glossary of Digital Health» and other books of the author, but also many terms on the theme of the Fourth industrial revolution. |
| digital marketing maturity model: Soft Computing for Security Applications G. Ranganathan, Youssouf EL Allioui, Selwyn Piramuthu, 2023-07-19 This book features selected papers from the International Conference on Soft Computing for Security Applications (ICSCS 2023), held at Dhirajlal Gandhi College of Technology, Tamil Nadu, India, during April 21–22, 2023. It covers recent advances in the field of soft computing techniques such as fuzzy logic, neural network, support vector machines, evolutionary computation, machine learning, and probabilistic reasoning to solve various real-time challenges. The book presents innovative work by leading academics, researchers, and experts from industry. |
| digital marketing maturity model: Industry 4.0: Managing The Digital Transformation Alp Ustundag, Emre Cevikcan, 2017-09-14 This book provides a comprehensive guide to Industry 4.0 applications, not only introducing implementation aspects but also proposing a conceptual framework with respect to the design principles. In addition, it discusses the effects of Industry 4.0, which are reflected in new business models and workforce transformation. The book then examines the key technological advances that form the pillars of Industry 4.0 and explores their potential technical and economic benefits using examples of real-world applications. The changing dynamics of global production, such as more complex and automated processes, high-level competitiveness and emerging technologies, have paved the way for a new generation of goods, products and services. Moreover, manufacturers are increasingly realizing the value of the data that their processes and products generate. Such trends are transforming manufacturing industry to the next generation, namely Industry 4.0, which is based on the integration of information and communication technologies and industrial technology.The book provides a conceptual framework and roadmap for decision-makers for this transformation |
| digital marketing maturity model: B2B Marketing Uwe G. Seebacher, 2021-05-03 This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come. |
| digital marketing maturity model: ICEBE 2020 Darmawan Napitupulu , Tata Sutabri , Dahlan Abdullah , 2021-04-19 The Proceeding book presented the International Conference of Economics, Business & Entrepreneurship (ICEBE), which is an international conference hosted by Faculty of Economics & Business Universitas Lampung (FEB-UNILA) in collaboration with Magister Manajemen Teknologi Universitas Multimedia Nusantara. Total 50 full papers presented were carefully reviewed and selected from 85 submissions with the topics not limited to Finance, Accounting, Marketing and Digital Innovation. The ICEBE 2020 Conference was conducted virtually, on 01 October 2020 which had been attended by academics and researchers from various universities worldwide including practitioners with the theme Innovation and Sustainability in the Digital Age. |
| digital marketing maturity model: Strategic Brand Design Roel Stavorinus, 2024-10-24 Translated from its original Dutch, Strategic Brand Design offers students and professionals a clear overview of the most important steps in developing brand identity from a marketing perspective. It aims to bridge the gap between marketer and designer by containing all the knowledge that both parties need to understand and work together successfully on branding projects. Consisting of four parts, the book begins with a clear explanation of the most important marketing concepts in part 1, followed by a clear step-by-step plan for research and strategy in part 2. Part 3 provides a comprehensive toolkit for brand design based upon that strategy, while part 4 contains a plethora of methods, tools and models for practice as well as questions and assignments to support classroom teaching. Practical, accessible and firmly grounded in research and theory, this book is an ideal reference guide for higher vocational students and students on modules and programs relating to the fields of brand, design, marketing and communication. |
| digital marketing maturity model: Advanced Methodologies and Technologies in Library Science, Information Management, and Scholarly Inquiry Khosrow-Pour, D.B.A., Mehdi, 2018-11-02 As the academic and scholarly landscape are continuously enhanced by the advent of new technology, librarians must be aware and informed to develop and implement best practices. Effective administration of libraries is a crucial part of delivering library services to patrons and ensuring that information resources are disseminated efficiently. Advanced Methodologies and Technologies in Library Science, Information Management, and Scholarly Inquiry provides emerging information on modern knowledge management and effective means of sharing research through libraries. While highlighting the importance of digital literacy and information resources, readers will also learn new methods in information retrieval and research methods in quality scholarly inquiry. This book is an important resource for librarians, administrators, information science professionals, information technology specialists, students, and researchers seeking current information on the importance of effective library science technology. |
What Is Digital Transformation? - IBM
Digital transformation is a business strategy initiative that incorporates digital technology across all areas of an organization. It evaluates and modernizes an organization’s processes, …
What is Digital Identity? - IBM
Feb 20, 2025 · A human digital identity might include information such as age, driver’s license, Social Security number or biometric data such as fingerprints and facial recognition scans. …
The Ratings Thread (Part 76) — Digital Spy
Dec 31, 2024 · digital spy, part of the hearst uk entertainment network ©2024 Hearst UK is the trading name of the National Magazine Company Ltd, 30 Panton Street, Leicester Square, …
What is a Digital Worker? - IBM
Ocash is a digital cash application specialist, the latest recruit for the finance and accounting function. It’s often helpful to consider and position your digital workers in the roles that they …
Digital Transformation Examples, Applications & Use Cases - IBM
Jan 29, 2024 · The main goal of a digital transformation is to use new digital technologies throughout all aspects of a business and improve business processes. By using AI, …
Soaps — Digital Spy
6 days ago · digital spy, part of the hearst uk entertainment network ©2024 Hearst UK is the trading name of the National Magazine Company Ltd, 30 Panton Street, Leicester Square, …
What Is Digital Experience? - IBM
With an ever-expanding number of digital touchpoints, digital experience management has become a complex task, but one that can help engage new users, differentiate organizations …
What is digital forensics? - IBM
Feb 16, 2024 · Digital forensics has broad applications because it treats digital evidence like any other form of evidence. Just as officials use specific processes to gather physical evidence …
What is the Digital Operational Resilience Act (DORA)? - IBM
Apr 13, 2023 · The Digital Operational Resilience Act, or DORA, is a European Union (EU) regulation that creates a binding, comprehensive information and communication technology …
Apa itu Pemasaran Digital? - IBM
Evolusi pemasaran digital terjalin erat dengan perkembangan internet dan teknologi online. Ketika pemasaran tradisional sangat bergantung pada tenaga penjualan perorangan, praktik …
