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Future look : Communicating with customers using digital channels

Publiceringsår

2022

Upphovspersoner

Niininen, Outi; Singaraju, Stephen; Karjaluoto, Heikki; Valentini, Chiara; Muhonen, Markus

Abstrakt

Digital Marketing is a fast-moving field, and the future of Digital Marketing Communication is multifaceted. Communication with customers can be based on either their current geographical location, their past online behaviour or their actions across various social media platforms. Communications can vary from one-to-one to many-to-many with varying types of digital technology used to facilitate it. The focus of Digital Marketing is to deliver smooth, effortless and enjoyable experiences to customers no matter their location. Existing digital services will be enhanced by greater use of Artificial Intelligence, Big Data and automation. Analytics, when combined with location-based services, will tempt consumers with goods/services designed to delight each individual ‘at the right time, in the right place’. This chapter offers a picture of what communication with customers might look like in the future.
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Organisationer och upphovspersoner

Jyväskylä universitet

Valentini Chiara Orcid -palvelun logo

Karjaluoto Heikki Orcid -palvelun logo

Niininen Outi Orcid -palvelun logo

Publikationstyp

Publikationsform

Artikel

Moderpublikationens typ

Samlingsverk

Målgrupp

Vetenskaplig

Kollegialt utvärderad

Kollegialt utvärderad

UKM:s publikationstyp

A3 Del av bok eller annat samlingsverk

Publikationskanalens uppgifter

Moderpublikationens redaktörer

Niininen, Outi

Förläggare

Routledge

Sidor

165-175

Publikationsforum

5876

Publikationsforumsnivå

3

Öppen tillgång

Öppen tillgänglighet i förläggarens tjänst

Nej

Parallellsparad

Nej

Övriga uppgifter

Vetenskapsområden

Företagsekonomi; Medie- och kommunikationsvetenskap

Nyckelord

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Förlagets internationalitet

Internationell

Språk

engelska

Internationell sampublikation

Ja

Sampublikation med ett företag

Nej

DOI

10.4324/9781003093909-20

Publikationen ingår i undervisnings- och kulturministeriets datainsamling

Ja