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| digital transformation in marketing: Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing El-Gohary, Hatem, Edwards, David, Ben Mimoun, Mohamed Slim, 2021-06-25 The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies. |
| digital transformation in marketing: Digital Transformation in the Cultural Heritage Sector Tiziana Russo Spena, Francesco Bifulco, 2021-03-25 This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation. |
| digital transformation in marketing: Managing Digital Transformation Andreas Hinterhuber, Tiziano Vescovi, Francesca Checchinato, 2021-05-26 This book provides practising executives and academics with the theories and best practices to plan and implement the digital transformation successfully. Key benefits: an overview on how leading companies plan and implement digital transformation interviews with chief executive officers and chief digital officers of leading companies – Bulgari, Deutsche Bahn, Henkel, Lanxess, L’Oréal, Unilever, Thales and others – explore lessons learnt and roadmaps to successful implementation research and case studies on the digitalization of small and medium-sized companies cutting-edge academic research on business models, organizational capabilities and performance implications of the digital transformation tools and insights into how to overcome internal resistance, build digital capabilities, align the organization, develop the ecosystem and create customer value to implement digital strategies that increase profits Managing Digital Transformation is unique in its approach, combining rigorous academic theory with practical insights and contributions from companies that are, according to leading academic thinkers, at the forefront of global best practice in the digital transformation. It is a recommended reading both for practitioners looking to implement digital strategies within their own organisations, as well as for academics and postgraduate students studying digital transformation, strategy and marketing. |
| digital transformation in marketing: The Definitive Guide to B2B Digital Transformation Fred Geyer, Joerg Niessing, 2020-05-22 |
| digital transformation in marketing: 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 transformation in marketing: Contemporary Issues in Digital Marketing Outi Niininen, 2021-11-29 This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation. |
| digital transformation in marketing: Managerial Issues in Digital Transformation of Global Modern Corporations Esakki, Thangasamy, 2021-06-25 Efficient management of managerial tasks by capable managers is essential in order to grow and remain competitive in today’s global business market. On the other hand, digital transformation enables organizations to better compete with their global counterparts. In the process of digital transformation, many firms find it difficult to acquire qualified leadership with adequate knowledge and competence to drive success. Without integrating the dual edges of managerial competence and digital evolution, it is next to impossible for a firm to both survive and grow. Managerial Issues in Digital Transformation of Global Modern Corporations is a critical scholarly publication that examines current challenges in the digital transformation of modern business corporations from a managerial and leadership perspective. Featuring a wide range of topics such as digital transformation, marketing, and global business, this book is ideal for corporate executives, managers, IT specialists, entrepreneurs, business administrators, industry practitioners, academicians, researchers, policymakers, and students from various relevant disciplines that include economics, information and technology, business administration, management science, and commerce. |
| digital transformation in marketing: Driving Digital Strategy Sunil Gupta, 2018-07-24 Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides. |
| digital transformation in marketing: Digital Marketing Strategy Simon Kingsnorth, 2016-05-03 The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter. |
| digital transformation in marketing: Digital Disruption in Marketing and Communications Edoardo Magnotta, 2019-10-18 This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model. |
| digital transformation in marketing: Digital Business Transformation Nigel Vaz, 2021-01-05 Fuel your business' transition into the digital age with this insightful and comprehensive resource Digital Business Transformation: How Established Companies Sustain Competitive Advantage offers readers a framework for digital business transformation. Written by Nigel Vaz, the acclaimed CEO of Publicis Sapient, a global digital business transformation company, Digital Business Transformation delivers practical advice and approachable strategies to help businesses realize their digital potential. Digital Business Transformation provides readers with examples of the challenges faced by global organizations and the strategies they used to overcome them. The book also includes discussions of: How to decide whether to defend, differentiate, or disrupt your organization to meet digital challenges How to deconstruct decision-making throughout all levels of your organization How to combine strategy, product, experience, engineering, and data to produce digital results Perfect for anyone in a leadership position in a modern organization, particularly those who find themselves responsible for transformation-related decisions, Digital Business Transformation delivers a message that begs to be heard by everyone who hopes to help their organization meet the challenges of a changing world. |
| digital transformation in marketing: 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 transformation in marketing: Achieving a Strategic Sales Focus Kenneth Le Meunier-FitzHugh, Tony Douglas, 2016 The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customer knowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a more complex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizations operating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and building long-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization. |
| digital transformation in marketing: Digital Marketing Ira Kaufman, Chris Horton, 2014-10-17 Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the Discover More and Play Video icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). Play Video icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at ira@entwinedigital.com. |
| digital transformation in marketing: Digital Transformation in Business and Society Babu George, Justin Paul, 2019-10-04 The digital traces that people leave behind as they conduct their daily lives provide a powerful resource for businesses to better understand the dynamics of an otherwise chaotic society. Digital technologies have become omnipresent in our lives and we still do not fully know how to make the best use of the data these technologies could harness. Businesses leveraging big data appropriately could definitely gain a sustainable competitive advantage. With a balanced mix of texts and cases, this book discusses a variety of digital technologies and how they transform people and organizations. It offers a debate on the societal consequences of the yet unfolding technological revolution and proposes alternatives for harnessing disruptive technologies for the greater benefit of all. This book will have wide appeal to academics in technology management, strategy, marketing, and human resource management. |
| digital transformation in marketing: The Digital Transformation Playbook David L. Rogers, 2016-04-05 Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth. |
| digital transformation in marketing: The Economics of Digital Transformation Katarzyna Śledziewska, Renata Włoch, 2021-08-01 The unprecedented Covid-19 crisis revealed the scale and scope of a new type of economy taking shape in front of our very eyes: the digital economy. This book presents a concise theoretical and conceptual framework for a more nuanced analysis of the economic and sociological impacts of the technological disruption that is taking place in the markets of goods and services, labour markets, and the global economy more generally. This interdisciplinary work is a must for researchers and students from economics, business, and other social science majors who seek an overview of the main digital economy concepts and research. Its down-to-earth approach and communicative style will also speak to businesses practitioners who want to understand the ongoing digital disruption of the market rules and emergence of the new digital business models. The book refers to academic insights from economics and sociology while giving numerous empirical examples drawn from basic and applied research and business. It addresses several burning issues: how are digital processes transforming traditional business models? Does intelligent automation threaten our jobs? Are we reaching the end of globalisation as we know it? How can we best prepare ourselves and our children for the digitally transformed world? The book will help the reader gain a better understanding of the mechanisms behind the digital transformation, something that is essential in order to not only reap the plentiful opportunities being created by the digital economy but also to avoid its many pitfalls. Chapters 1, 3 and 5 of this book are available for free in PDF format as Open Access from the individual product page at www.routledge.com. They have been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license. |
| digital transformation in marketing: Disruptive Technology and Digital Transformation for Business and Government Sandhu, Kamaljeet, 2021-05-07 With the far-reaching global impact of the COVID-19 pandemic, the demand and the necessity for digital enterprise transformation have accelerated exponentially. Management and strategies for the adoption and wider usage of newer digital technologies for the transformation of an enterprise through digital tools such as real-time video communications have shown that people no longer need to be required to be physically present in the same place; rather, they can be geographically dispersed. Technologies such as artificial intelligence, cloud computing, digital banking, and cloud data have taken over tasks that were initially done by human hands and have increased both the automation and efficiency of tasks and the accessibility of information and services. Inclusion of all these newer technologies has shown the fast pace at which the digital enterprise transformation is rapidly evolving and how new ecosystems are reshaping the digital enterprise model. Disruptive Technology and Digital Transformation for Business and Government presents interesting research on digital enterprise transformation at different stages and across different settings within government and industry, along with key issues and deeper insights on the core problems and developing solutions and recommendations for digital enterprise transformation. The chapters examine the three core leaders of transformation: the people such as managers, employees, and customers; the digital technology such as artificial intelligence and robotics; and the digital enterprise, including the products and services being transformed. They unravel the underlying process for management and strategies to fully incorporate new digital tools and technologies across all aspects of an enterprise undergoing transformation. This book is ideally intended for managers, executives, IT consultants, business professionals, government officials, researchers, students, practitioners, stakeholders, academicians, and anyone else looking to learn about new developments in digital enterprise transformation of business systems from a global perspective. |
| digital transformation in marketing: Digital Sense Travis Wright, Chris J. Snook, 2017-01-06 Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success. |
| digital transformation in marketing: Handbook of Research on Strategic Fit and Design in Business Ecosystems Hacioglu, Umit, 2019-08-30 With advancing information technology, businesses must adapt to more efficient structures that utilize the latest in robotics and machine learning capabilities in order to create optimal human-robot cooperation. However, there are vital rising concerns regarding the possible consequences of deploying artificial intelligence, sophisticated robotic technologies, automated vehicles, self-managing supply modes, and blockchain economies on business performance and culture, including how to sustain a supportive business culture and to what extent a strategic fit between human-robot collaboration in a business ecosystem can be created. The Handbook of Research on Strategic Fit and Design in Business Ecosystems is a collection of innovative research that builds a futuristic view of evolving business ecosystems and a deeper understanding of business transformation processes in the new digital business era. Featuring research on topics such as cultural hybridization, Industry 4.0, and cybersecurity, this book is ideally designed for entrepreneurs, executives, managers, corporate strategists, economists, IT specialists, IT consultants, engineers, students, researchers, and academicians seeking to improve their understanding of future competitive business practices with the adoption of robotic and information technologies. |
| digital transformation in marketing: Handbook of Research on the Platform Economy and the Evolution of E-Commerce Ertz, Myriam, 2021-10-15 In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians. |
| digital transformation in marketing: Impact of Digital Transformation on the Development of New Business Models and Consumer Experience Rodrigues, Maria Antónia, Proença, João F., 2022-03-11 In a highly competitive market, digital transformation with internet of things, artificial intelligence, and other innovative technological trends are elements of differentiations and are important milestones in business development and consumer interaction, particularly in services. As a result, there are several new business models anchored in these digital and technological environments and new experiences provided to services consumers and firms that need to be examined. Impact of Digital Transformation on the Development of New Business Models and Consumer Experience provides relevant theoretical and empirical research findings and innovative and multifaceted perspectives on how digital transformation and other innovative technologies can drive new business models and create valued experiences for consumers and firms. Covering topics such as business models, consumer behavior, and gamification, this publication is ideal for industry professionals, managers, business owners, practitioners, researchers, professors, academicians, and students. |
| digital transformation in marketing: Digital Business Strategies Jordan Ray, 2021-02-16 ★ 55% discount for bookstores! Now at $24.95 of $34,95! ★ ★★How do you refine existing processes to streamline workflows, improve customer experiences, and create new opportunities? How do you gather data specific to your operations and your customers to measure performance, forecast trends, and improve products?★★ Your customers will never stop using this amazing book! Digital transformation is less about technology and more about your business strategy. It's about your people, your process, and your data. How do you change your work culture so that your employees collaborate better, become more productive, and start innovating? In order to thrive in the digital age, organizations need leadership that can lead their transformation through innovation. They need to change existing business models, introduce new products and services, and guide the entire team through the process. Digital transformation is not just for larger enterprises; small and medium-sized businesses also need to transform digitally to stay competitive and scale operations for further growth. DOWNLOAD:: Digital Business Automation -- Get the Most Out of Marketing Automation Explained for Beginners. Transformation and Best Growth Strategy Through Digital Marketing for Passive Income Digital transformation requires strategic thinking. You can't implement technology without understanding its real value for your business. For a successful transformation, you must create a digital roadmap and use it as a guiding principle. Your team's readiness to support business objectives and foster a culture of innovation is crucial for meeting your goals. New digital technologies are advancing at a fast pace, which makes it difficult for most organizations to maintain in-house resources with the required skills. Many organizations are testing new technologies for business value. Don't be left out. While it may seem like a massive undertaking, you don't have to take on a digital transformation alone. Rely on technology partners to help you address your specific needs and to accelerate your transformation. Digital transformation is not an overnight change, but rather an ongoing journey that continues as digital technologies advance and business needs evolve. By building a strategic roadmap and starting with small changes, you can slowly begin to transform key areas of the business and eventually be successful in meeting all objectives. This book gives a comprehensive guide on the following: Understanding digital transformation Botnets and beyond Technologies powering digital transformation Roadmapping your digital transformation strategy Hands-on automating customer follow-up Email automation Micro sales funnels How to automate your marketing Levels of automation Cloud computing... and more!!! Risks of not adopting digital can be significant. You will continue to face growing competition from the digital-savvy competitors and digital startups in your industry. In the digital age, the only way to survive and thrive is to embrace digital! Scroll to the top of the page and select the Buy Now button. |
| digital transformation in marketing: Building Digital Culture Daniel Rowles, Thomas Brown, 2017-01-03 WINNER: CMI Management Book of the Year Awards 2018 - Management Futures Category Building Digital Culture aims to answer a simple question: How can organizations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy. Instead, their strategy needs to be fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up. Building Digital Culture doesn't address whether or not you should advertize on Facebook or invest in virtual reality. It doesn't seek to unearth a silver bullet to make digital investments a sure-thing. It steps back from the hype, and argues that whatever digital might mean for your business, if you don't create a digital culture you'll most likely fail, or at least fall short of what you want to achieve. Combining more than 30 years of experience at the forefront of marketing and digital developments, and based on more than 200 hours of research, candid interviews and contributions from brands including Twitter, Deloitte, HSBC and many more, Building Digital Culture will help you navigate from being a business that tolerates or acts digital, to one that truly is digital. |
| digital transformation in marketing: When Digital Becomes Human Steven Van Belleghem, 2015-04-03 WINNER: CMI Management Book of the Year Awards 2016 - Commuter's Read Category In an age when customers have access to vast amounts of data about a company, its product and its competitors, customer experience becomes increasingly important as a sustainable source of competitive advantage. But success doesn't just rely on digital engagement and excellence, but also on combining a digital-first attitude with a human touch. In When Digital Becomes Human, Steven Van Belleghem explores and explains the new digital relationships. Packed with global examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Coolblue, Nike and Starbucks, When Digital Becomes Human presents a clear model that companies can easily implement to integrate an emotional layer into their digital strategy. This guide to combining two of a business's most important assets - its people and its digital strengths - covers the latest issues in digital marketing and customer experience management, including omnichannel and multichannel experiences, big data and predictive analytics, privacy concerns, customer collaboration (ie crowdsourcing) and more. |
| digital transformation in marketing: Digital Transformation of Marketing in Small and Medium Enterprises Through Social Networks: Plitogenic Decision-Making Carlos Roberto Sampedro Guaman, Diego Paul Palma Rivera, Silvio Amable Machuca Vivar, Estalin Vladimir Arrobo Lapo, 2021-05-01 How companies relate to customers and the global society has changed over time; those who do not use internet marketing and social networks have reduced their recognition. The archaic ways businesses handled their marketing have caused a considerable lag in their online sales and the many benefits they can offer. The revolution in the use of technology is currently fundamental for business; practitioners can find several areas to apply this resource, such as decision-making, teleworking, and sales, among others. This allows adapting business operations and services efficiently. Companies leverage a combination of cutting-edge technologies to modernize legacy business operations and recognize and implement new opportunities from current models. This research aims to analyze aspects related to the implication that social networks have in marketing in small and medium-sized companies in the city of Santo Domingo. Te research was developed based on the analytical-synthetic and inductive-deductive research modality and mathematical modeling for decision-making through neutrosophic logic and plithogenic logic. It was determined that the most relevant economic activity is commerce and that the tertiary sector was one of the most affected by the quarantine. Likewise, it was determined that social communities helped increase sales and that the most used company is Facebook and its complementary networks. |
| digital transformation in marketing: Cloud as a Service Enrique Castro-Leon, Robert Harmon, 2016-12-22 See how the principles of Service Science govern the dynamics driving the adoption of cloud computing in the industry. Cloud as Service shows you how the evolution of enterprise computing platforms to application-specific cloud platforms (ASCPs) have aligned to business needs. You'll also learn processes for developing and building ASCPs. You'll gain insight into how executives, managers, and technologists are utilizing cloud services, cloud service providers, equipment manufacturers, and software and application vendors participating in cloud supply chains. For business, the appeal of cloud computing must go beyond the notion of convenient, on-demand access of networked pooled access to computing resources. Industry leaders have learned to apply cloud computing to become more nimble, cost effective, and customer engaging as they strive for competitive advantage, regardless of size. These companies define and build cloud platforms customized for their needs rather than using someone else’s. This book shows you how to use a holistic, end-to-end view of platform planning, platform development, supply chains and operations to collapse platform development times to a fraction of the original time. You’ll see that strategies for selling to the cloud market are essentially incomplete; and that in order to be successful, businesses must become cloud service businesses themselves, incorporating cloud technologies in their engineering, IT, sales and marketing, and delivery processes. What You'll Learn: Historical perspective to provide insight into the dynamics driving cloud evolution today State of the art in IT requirements and cloud solutions The value of User Experience (UX) driven design principles The crucial roles of Service Brokers and Service Assurance Managers The landscape of emerging cloud services and what they mean to your enterprise Service Portals and Enterprise Service Buses Who This Book Is For: CIOs, CTOs, data center architects, solution architects and application engineers Educational institutions building a systems integration curriculum Developers who want to understand how their work fits in the cloud ecosystem |
| digital transformation in marketing: Emerging Challenges, Solutions, and Best Practices for Digital Enterprise Transformation Sandhu, Kamaljeet, 2021-06-18 As organizations continue to move towards digital enterprise, the need for digital transformation continues to grow especially due to the COVID-19 pandemic. These impacts will last far into the future, as newer digital technologies continue to be accepted, used, and developed. These digital tools will forever change the face of business and management. However, on the road to digital enterprise transformation there are many successes, difficulties, challenges, and failures. Finding solutions for these issues through strategic thinking and identification of the core issues facing the enterprise is of primary concern. This means modernizing management and strategies around the digital workforce and understanding digital business at various levels. These key areas of digitalization and global challenges, such as those during or derived from the pandemic, are new and unique; They require new knowledge gained from a deep understanding of complex issues that have been examined and the solutions being discovered. Emerging Challenges, Solutions, and Best Practices for Digital Enterprise Transformation explores the key challenges being faced as businesses undergo digital transformation. It provides both solutions and best practices for not only handling and solving these key issues, but for becoming successful in digital enterprise. This includes topics such as security and privacy in technologies, data management, information and communication technologies, and digital marketing, branding, and commerce. This book is ideal for managers, business professionals, government, researchers, students, practitioners, stakeholders, academicians, and anyone else looking to learn about new developments in digital enterprise transformation of business systems from a global perspective. |
| digital transformation in marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| digital transformation in marketing: Digital Technologies in the New Socio-Economic Reality Svetlana Igorevna Ashmarina, Valentina Vyacheslavovna Mantulenko, 2021-11-16 This book contains contributions from the IX International Scientific Conference “Digital Transformation of the Economy: Challenges, Trends and New Opportunities,” which was organized by Samara State University of Economics (SSEU, Samara, Russia), 2021, and devoted to the 90th anniversary of this higher education institution. Digital technologies became even more in demand during the pandemic, when companies, state authorities, and educational organizations were forced to switch to a remote format of work. The “forced” digitization of the usual ways of activity required rapid and decisive changes. Understanding the ongoing digital transformation implies the relevance of further in-depth research of this issue in the context of various socioeconomic systems, interdisciplinary interactions, and cooperation between scientists and practitioners. The book is an attempt to analyze these changes and consider them from the point of view of various scientific areas (economics, management, education, law, sociology, and others). This book addresses theoretical and practical aspects by studying the digital technology application in terms of the new socioeconomic reality development: big data in the digital economy, data collection and exchange, artificial intelligence, intelligent communications, digital platforms and strategies for the sustainable development of socioeconomic systems, and new requirements of professional and business education. It provides significant value for scientists, teachers, and students of higher educational institutions. |
| digital transformation in marketing: Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business Ekren, Gülay, Erkollar, Alptekin, Oberer, Birgit, 2019-09-27 As businesses undergo digital transformation, technologies will lead to greater efficiencies and change how we interact in traditional relationships among suppliers, producers, and customers, as well as between human and machine. One such technology is the introduction of management information systems (MIS) that provide a company with the coordination, control, analysis, and visualization of information by collecting from various digital environments. In today's digital age, information needs to be managed, and MIS have the ability to transfer the information obtained by computer systems to the business operations within the business models, business processes, and management functions. Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business is an essential reference source that discusses the impact of digital technologies in enterprises and their competitive environment on management information systems and examines the application of new technologies to support strategic decisions and realize exciting visions. Featuring research on topics such as machine learning, resource planning, and e-commerce, this book is ideally designed for managers, executives, IT specialists, analysts, business professionals, training officers, software engineers, business administrators, scholars, researchers, and practitioners seeking coverage on future trends, issues, and challenges in relation to management information systems. |
| digital transformation in marketing: Digital Transformation and Internationalization Strategies in Organizations Yildiz, Orkun, 2021-10-15 Competitive strategies and higher education-industry collaboration policies are playing an important role in fostering the reputation and international rankings of higher education institutions. The positive impact of these policies may best be observed in economic and social outputs of many countries such as the USA, Singapore, South Korea, EU countries, and Turkey. However, the number of academic publications that specifically concentrate on the impact of these policies on higher education institutions and authorities remains relatively limited. Digital Transformation and Internationalization Strategies in Organizations covers a wide range of issues and topics, including employment systems, quality management systems, international ranking systems in higher education, education and language policies in higher education, and business models employed in techno-parks. This book helps higher education institutions manage their manpower and become cognizant of the factors that may exert a drastic impact on their success. It is ideal for managers, executives, IT consultants, researchers, practitioners, academics, professors, and undergraduate and postgraduate students. |
| digital transformation in marketing: Digital Transformation and Innovation in Tourism Events Azizul Hassan, 2022-06-15 The pandemic has accelerated the digital transformation in tourism and there has been a surge in new, innovative digital initiatives to help tourism businesses. This book provides a comprehensive treatment of the nature of tourism, events and practices in the digital context. The book looks at how technology has transformed tourism in destination branding, marketing, content marketing, sustainable tourism development and tourism events. It examines the impact of digital transformation on emotions, experiences, information technology tools and marketing techniques. The book will be a useful reference to those researching on tourism, culture, hospitality and marketing and as well as destination planners, managers of tourism destination marketing organizations, regulators, standards and certification bodies, local tourism board authorities and policy makers. |
| digital transformation in marketing: The Digital Transformation of Labor Anthony Larsson, Robin Teigland, 2019-11-11 Through a series of studies, the overarching aim of this book is to investigate if and how the digitalization/digital transformation process causes (or may cause) the autonomy of various labor functions, and its impact in creating (or stymieing) various job opportunities on the labor market. This book also seeks to illuminate what actors/groups are mostly benefited by the digitalization/digital transformation and which actors/groups that are put at risk by it. This book takes its point of departure from a 2016 OECD report that contends that the impact digitalization has on the future of labor is ambiguous, as on the one hand it is suggested that technological change is labor-saving, but on the other hand, it is suggested that digital technologies have not created new jobs on a scale that it replaces old jobs. Another 2018 OECD report indicated that digitalization and automation as such does not pose a real risk of destroying any significant number of jobs for the foreseeable future, although tasks would by and large change significantly. This would affects welfare, as most of its revenue stems from taxation, and particularly so from the taxation on labor (directly or indirectly). For this reason, this book will set out to explore how the future technological and societal advancements impact labor conditions. The book seeks to provide an innovative, enriching and controversial take on how various aspects of the labor market can be (and are) affected the ongoing digitalization trend in a way that is not covered by extant literature. As such, this book intends to cater to a wider readership, from a general audience and students, to specialized professionals and academics wanting to gain a deeper understanding of the possible future developments of the labor market in light of an accelerating digitalization/digital transformation of society at large. |
| digital transformation in marketing: Organizing Marketing and Sales Per Andersson, Björn Axelsson, Christopher Rosenqvist, 2018-05-29 Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization. |
| digital transformation in marketing: Digital Marketing Dave Chaffey, Fiona Ellis-Chadwick, 2012-10-12 Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world. |
| digital transformation in marketing: Smart Management for Digital Transformation Belem Barbosa, Sandra Filipe, Claudia Amaral Santos, 2022 This book analyzes the drivers of digital transformation of businesses by assessing digital transformation success factors in the short, medium and long run, using case studies of digital adoption by companies in different business sectors-- |
| digital transformation in marketing: Information Systems Research Bonnie Kaplan, Duane P. Truex, David Wastell, A.Trevor Wood-Harper, Janice DeGross, 2004-06-30 Information Systems Research: Relevant Theory and Informed Practice comprises the edited proceedings of the WG8.2 conference, Relevant Theory and Informed Practice: Looking Forward from a 20-Year Perspective on IS Research, which was sponsored by IFIP and held in Manchester, England, in July 2004. The conference attracted a record number of high-quality manuscripts, all of which were subjected to a rigorous reviewing process in which four to eight track chairs, associate editors, and reviewers thoughtfully scrutinized papers by the highly regarded as well as the newcomers. No person or idea was considered sacrosanct and no paper made it through this process unscathed. All authors were asked to revise the accepted papers, some more than once; thus, good papers got better. With only 29 percent of the papers accepted, these proceedings are significantly more selective than is typical of many conference proceedings. This volume is organized in 7 sections, with 33 full research papers providing panoramic views and reflections on the Information Systems (IS) discipline followed by papers featuring critical interpretive studies, action research, theoretical perspectives on IS research, and the methods and politics of IS development. Also included are 6 panel descriptions and a new category of bright idea position papers, 11 in all, wherein main points are summarized in a pithy and provocative fashion. |
| digital transformation in marketing: The Management of Small and Medium Enterprises Matthias Fink, Sascha Kraus, 2009-05-07 Due to the vital importance of SMEs in developed economies worldwide, this book aims to provide a unique and much-needed investigation into the underlying mechanisms and practices of management within these companies by collecting a wide range of original conceptual and empirical research in the topical area of management in SMEs and new ventures. Collecting work from dozens of leading scholars in fields ranging from management and entrepeneurship to human resource management and strategy, this book aims to supply readers with an overview of the field of research in management of SMEs and new ventures as well as in depth knowledge on a variety of related topics. The essays collected here are focused and practical, offering a variety of explicit and pragmatic recommendations for action and developing new tools and strategies useful to scholars and students as well as practitioners working in the field of SME and new venture management and consulting. |
| digital transformation in marketing: Digital Transformation of SME Marketing Strategies Riccardo Rialti, Lamberto Zollo, 2023-10-02 SMEs represent more than 95% of businesses operating in global markets. These businesses are the fabric of any economic system both in developed and emerging countries, and are the main constituents of any global supply chain throughout the world. However, research on new 4.0 marketing strategies for this kind of businesses has been largely neglected. Extant literature mostly neglects, or fails to articulate the importance of emerging technology such as Big Data, Artificial Intelligence and VR/AR for SMEs. Building on that, this book reviews existing literature on innovation and new technology in marketing for SMEs, what they could do and should avoid. Then, presenting multiple case study from SMEs operating in diverse industries (fashion and design, food and wine, financial services), it develops a practical strategic framework that could be used by SMEs wishing to effectively innovate their marketing strategies in our contemporary digital era. It will be an essential resource for students and researchers of marketing, innovation and industry 4.0. |
The Impact of Digitalization on Modern Marketing Strategies
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How Digital Transformation Is Reshaping the Global Fashion …
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Digital Marketing: A transformation in Healthcare Sector
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THE IMPACT OF DIGITAL TRANSFORMATION AND DIGITAL …
Keywords: digital transformation, digital marketing, brand positioning, consumer behavior, SMEs 1. INTRODUCTION Nowadays, when the world and the market are having a strong …
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Transforming the LEGO Group for the Digital Economy
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Digital Transformation in Marketing Mobile Phones …
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Journal of Services Marketing - University of Cambridge
Journal of Services Marketing Digital Transformation: Harnessing Digital Technologies for the Next Generation of Services Abstract: Purpose: The purpose of this commentary is to discuss …
The Evolution and Innovation of Marketing Strategies in the …
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Beauty Reimagined: Navigating the Cosmetic Industry's …
the Cosmetic Industry’s Digital Transformation Abstract In this chapter we delve into the dramatic digital transformation of the cosmetics industry, which has seen traditional business models …
Digital Transformation: Translating Websites and Blogs for …
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Digital Transformation of Marketing Strategy of Western …
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