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.
1. Introduction
Outi Niininen
SECTION 1: DATA ANALYTICS AND MEASUREMENT
2. Understanding Big Data and its application in the digital marketing landscape
Stephen Singaraju and Outi Niininen
3. Data-driven marketing processes: boundaries and how to overcome them
Heidi Länsipuro and Heikki Karjaluoto
4. The planning and implementation process of Programmatic Advertising campaigns in emerging markets
Thanh Tiet and Heikki Karjaluoto
SECTION 2: DIGITAL TRANSFORMATION AND INNOVATIONS IN MARKETING
5. The antecedents and outcomes of online consumer brand experience
Joel Konttinen, Heikki Karjaluoto and Aijaz. A. Shaikh
6. User experience of an e-commerce website: a case Study
Saima Ritonummi and Outi Niininen
7. AI-based voice assistants for digital marketing: preparing for voice marketing and commerce
Alex Mari and René Algesheimer
SECTION 3: CUSTOMER EXPERIENCE AND SERVICESCAPES
8. The role of social capital in digitalised retail servicescape
Jussi Nyrhinen, Mika Skippari and Terhi-Anna Wilska
9. From places to platforms: examining the transformation of servicescapes
Julie Horáková and Outi Uusitalo
10. Social media and consumer power: opportunities and challenges for digital marketing activities
Agostino Vollero and Chiara Valentini
SECTION 4: ETHICS AND PRIVACY IN DIGITAL MARKETING
11. The importance of online retailers’ ethics for traditional, online and multichannel customers
Mika Skippari, Sami Kajalo and Arto Lindblom
12. Data obstacles and privacy concerns in artificial intelligence initiatives
Bilal Aslam, Heikki Karjaluoto and Eevi Varmavuo
13. GDPR guidelines for academic research in marketing
Sachiko Scheuing and Outi Niininen
14. ‘Interesting but scary’: customers’ perceived value of MyData
Heidi Haapio and Outi Uusitalo
SECTION 5: THE FUTURE FOR DIGITAL MARKETING COMMUNICATIONS AND CONCLUSIONS
15. Future look: communicating with customers using digital channels
Outi Niininen, Stephen Singaraju, Heikki Karjaluoto, Chiara Valentini and Markus Muhonen
16. Conclusions
Outi Niininen
Biography
Outi Niininen teaches Digital Marketing at the University of Jyväskylä School of Business and Economics. Her research explores the use of digital technology across the Expanded Marketing Mix to understand how people interact with surrounding environment. Outi’s research has been published in, for example, Industrial Marketing Management, Journal of Business Research, Tourism Management, Tourism Analysis, Journal of Travel and Tourism Marketing and Journal of Services Marketing and she is the Co-editor in Chief for Evolving Pedagogy. Outi won the Education Publishing Awards Australia (EPAA) in the category: Tertiary (Adaptations): Teaching and Learning Resource for her Marketing Principles book in 2015.
