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The growth of direct marketing has been attributed to rapid advances in technology and the changing market context. The fundamental ability of direct marketers to communicate with consumers and to elicit a response, combined with the ubiquitous nature and power of mobile digital technology, provides a synergy that will increase the potential for the success of direct marketing. The aim of this paper is to provide an analytical framework identifying the developments in the digital environment from e-marketing to m-marketing, and to alert direct marketers to the enhanced capabilities available to them.
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New technologies have revolutionized nearly every aspect of human existence, including the ways that firms market products and services to consumers. Along with now familiar innovations like the Internet, greater computing capacity, mobile devices and applications, and social media, more radical innovations are emerging. Related to artificial intelligence (AI) (Davenport 2018), the Internet of things (IoT) (Hoffman and Novak 2018), and robotics (Mende et al. 2019), these technological advances are exerting profound effects on the practice of marketing.
Thus, it should come as no surprise that firms across nearly every business sector (e.g., retailing, manufacturing, healthcare, financial) keep steadily increasing their technology spending, driven to reach various objectives. For example, many manufacturing firms seek cost savings through mechanized and robotic production processes, which both limit labor costs and increase production efficiencies. Retailers and service firms devote more spending to online, mobile, and social media platforms in attempts to better communicate and connect with customers (both current and potential), thereby increasing their revenues.
These technological innovations and the resulting applications and solutions, with their unprecedented effects and unfamiliar outcomes, compel marketers to get ahead of the knowledge curve. For example, it is important to establish the likely influences of new technologies on both firm strategies and consumer (and customer) behaviors. Furthermore, innovations emerging in technology, data storage, analytics, and solutions highlight opportunities for marketing practitioners to create, communicate, capture, and deliver value for and with their customers.
With these considerations in mind, we organized this special issue explicitly in an attempt to understand the future of technology and marketing. That is, this special issue explores in detail how technological innovations are likely to shape the practice and discipline of marketing for the next several decades. Furthermore, we recognize that marketing researchers need to engage in multidisciplinary collaborations with non-marketers to tackle the big challenges and opportunities that firms face when they try to harness the power of many new technologies. In putting this special issue together, we actively encouraged interdisciplinary submissions, and we were gratified to receive compelling, multidisciplinary insights from researchers working across the marketing, IT, and strategy domains.
The resulting collection of papers is organized into six broad, critical areas. Although they clearly cannot be comprehensive in terms of dealing with all cutting-edge technological innovation applications, these papers represent six significant and important areas of research (see Figure 1): health technology, AI and robotics, dark web and chatbots, mobile and social, in-store technology, and legacy technology.
The introduction of smart \phones has completely altered how most consumers go about their daily routines. For example, many consumers look at their smart phones immediately upon waking, because they have set their alarms on those devices. Then, phones already in hand, they review their text messages, social media streams, the daily news, and e-mails, often before they even get out of their bed. Throughout the day, people interact nearly constantly with their mobile devices (and the apps supported by them) (Grewal et al. 2018), using them as a gateway to social media, reading information, viewing ads, posting information, commenting, liking, and sharing a host of information. They also interact with various firms through the mobile apps that they have downloaded or through web browsers, and during these interactions, they engage in all kinds of transactions such as ordering food through Uber Eats, paying bills, buying merchandise on Amazon, making travel reservations, viewing health test results, or buying stock.
Tong et al. (2020) detail how the growth in mobile technology, apps, and data has paved the way for more personalized mobile marketing strategies. The authors propose a 5P model of the personalized marketing mix, comprised of mobile products, mobile promotions, mobile place, mobile price, and mobile predictions. On the basis of their illustrative review of these five components, the authors derive key issues that warrant further research, such as the need to understand how consumers respond to promotions that they receive while they are located in an unpleasant setting (e.g., traffic jam, polluted environment). The suggested research issues emphasize the importance of contextual factors for defining and developing effective mobile marketing strategies.
In conclusion, we believe this interdisciplinary special issue, focusing on the future of technology and marketing, will spur continued research on the important issues outlined in the included seven articles and two commentaries. Researchers addressing these issues can benefit from working in interdisciplinary teams, enabling them to tackle complex problems in conjunction with (and the assistance of) other stakeholders, such as industry representatives, firms, government, and nonprofit organizations. Moreover, research in these domains needs to establish both the fundamental effects of various technologies (e.g., AI, robotics, IoT, sensors, augmented technology) and insights into the underlying processes that explain the (customer and employee) behavioral consequences of using the technologies in a variety of contexts (e.g., retail, health service, ride sharing). Finally, identifying factors that moderate these effects can provide more clarity with regard to when the outcomes might be augmented or mitigated, in ways both beneficial and potentially detrimental.
Addressing this question is the goal of this article. It is important to consider the future of social media in the context of consumer behavior and marketing, since social media has become a vital marketing and communications channel for businesses, organizations and institutions alike, including those in the political sphere. Moreover, social media is culturally significant since it has become, for many, the primary domain in which they receive vast amounts of information, share content and aspects of their lives with others, and receive information about the world around them (even though that information might be of questionable accuracy). Vitally, social media is always changing. Social media as we know it today is different than even a year ago (let alone a decade ago), and social media a year from now will likely be different than now. This is due to constant innovation taking place on both the technology side (e.g., by the major platforms constantly adding new features and services) and the user/consumer side (e.g., people finding new uses for social media) of social media.
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and over time convert an audience into customers. Email marketing pros not only know how to create compelling campaigns, they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association.
This digital marketing type is this focused on reaching your target audience on their smart phone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.
In a digital marketing degree program, you'll study a wide range of issues pertinent to your marketing career, including marketing plans and strategies, branding, mobile marketing and digital advertising.
The relevance of the service sector and of the digital devices, particularly the MMTs, and their concomitant adoption by different categories of enterprises is obsessively on surge (Charoensukmongkol & Sasatanum, 2017). Report from the National Bureau of Statistics (NBS, 2015) affirmed that the service sector contributes 52.99 percent of the GDP in the first quarter of 2014, which is the largest in Nigeria; and the telecommunications industry accounted for 27.36 percent of it; whereas, agriculture accounted for 19.65 percent. Similarly, Nigeria is the biggest and the most promising mobile telecommunications market in Africa with over 75 million subscribers and market penetration rate of about 61.53 percent; and 76 percent of internet traffic from mobile devices ( -marketing-in-nigeria/; Ekakitie-Emonena & Odanibeh, 2016). Beside the COVID-19 induced movement restriction, scholars (Amirkhanpour et al., 2014; Inegbedion et al., 2019; Ma et al., 2009) suggest that the surge is obvious, because of the affordability of mobile devices and other digital marketing applications that provide opportunities for large and small businesses to regularly advance their interactions, and businesses/marketing processes. Scholars (Lamarre et al., 2012; Shankar et al., 2010; Balasubramanian et al., 2002) consider MMTs and other marketing devices most effective and dynamic, because they involve personalized marketing and ubiquitous interactions within the value chain. 041b061a72