A marketer’s guide in designing a digital transformation roadmap
| dc.contributor.author | Nair, Kiran | |
| dc.contributor.author | Gupta, Ruchi | |
| dc.date.accessioned | 2023-03-14T07:15:50Z | |
| dc.date.accessioned | 2023-08-19T07:55:11Z | |
| dc.date.available | 2023-03-14T07:15:50Z | |
| dc.date.available | 2023-08-19T07:55:11Z | |
| dc.date.issued | 2020-08 | |
| dc.description | Digital marketing1 has reached its inflection point and is evolving to meet the present and future changes, opportunities, and challenges. Technology is the backbone for digital marketing success, and hence it is high time that Digital Marketing Managers and Chief Technological Officers choose the right technology, which can ensure and lead to successful marketing with a better return of investment (ROI). Evaluation and change in technologies are not the only factors transforming digital marketing; the demand for delivering higher revenue and growth plays a determinant factor in the changing landscape of digital marketing. The main factor which can lead to better ROI is by creating happy customers | en_US |
| dc.description.abstract | Gone are the days when companies used digital marketing to influence the customers. Now the situation has turned the other way round where customers are taking the lead, and digital marketers need to respond accordingly. Hence, digital marketers need to understand this change of landscape and its implications. This paper outlines the factors that drive digital marketing transformation, the various benefits marketers can gain due to this evolution, how to extract maximum output from the latest technologies in the digital world, and the latest approaches to creating and communicating content. Thus, this paper can serve as a useful guide in driving the companies' digital marketing transformation processes | en_US |
| dc.identifier.citation | Nair, K. S., & Gupta, R. (2020). A MARKETER’S GUIDE IN DESIGNING A DIGITAL TRANSFORMATION ROADMAP. International Journal of Management (IJM), 11(8). | en_US |
| dc.identifier.uri | https://edms.wexl.in/handle/1/4379 | |
| dc.language.iso | en | en_US |
| dc.publisher | IAEME Publication | en_US |
| dc.subject | Digital transformation | en_US |
| dc.subject | Digital technologies | en_US |
| dc.subject | Augmented reality | en_US |
| dc.subject | Virtual reality | en_US |
| dc.subject | Artificial intelligence | en_US |
| dc.title | A marketer’s guide in designing a digital transformation roadmap | en_US |
| dc.title.alternative | International Journal of Management (IJM) | en_US |
| dc.type | Article | en_US |
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