Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time

Villanova, Daniel; Bodapati, Anand V.; Puccinelli, Nancy; Tsiros, Michael; Goodstein, Ronald C.; Kushwaha, Tarun; Suri, Rajneesh; Ho, Henry Wai Leong; Brandon, Renee; Hatfield, Cheryl

doi:10.1016/j.jretai.2021.02.001

Cited by 40 publications

(30 citation statements)

References 81 publications

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“… Firm Capabilities Firms develop or acquire technology to detect and interpret consumer signals to develop successful customer experiences and navigate customer journeys. Bharadwaj et al ( 2021 ); Grewal et al ( 2021 ); Hagiu & Wright ( 2020 ); Oberoi et al ( 2017 ); Shankar et al ( 2021 ); Tong et al ( 2020 ); Villanova et al ( 2021 ); Walker et al ( 2019 ) Firms can obtain data from 21 different sensor technologies (e.g., microphones, temperature sensors, optical sensors). Billions of wearable electronic devices are sold each year, and a $5 billion sensor market will drive a $160 billion wearable technology market by 2028 (IDTechEx, 2017 ).…”

Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

“… Customer Journey and Experience Design Using advanced technologies and big data, firms design seamless and frictionless customer experiences across channels; channel integration creates a stronger customer experience. Fisher et al ( 2019 ); Novak & Hoffman ( 2019 ); Shankar et al ( 2011 ); Tan et al ( 2021 ); Yadav & Pavlou ( 2014 ); Villanova et al ( 2021 ) Disney is strengthening its touchpoints with its Magic Band individualized, RFID-equipped wearable technology that enables a seamless and frictionless experience (Lemon & Verhoef, 2016 ). Customer Journey Mapping Customer input is not required for technology-enabled customer journey mapping, as customer data are available from other sources and possible to de-anonymize.…”

Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

“… Customer Journey Mapping Customer input is not required for technology-enabled customer journey mapping, as customer data are available from other sources and possible to de-anonymize. De Haan et al ( 2018 ); Grewal & Roggeveen ( 2020 ); Villanova et al ( 2021 ) MIT researchers were able to accurately identify individuals in an anonymous dataset by examining the date and location of only four of their credit card transactions (De Montjoye et al, 2015 ). Regulator Responsibility Regulators are rethinking the roles of customers, firms, technology developers, and governments to protect customers’ data and privacy and to educate customers on their digital signals and options.…”

Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

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How consumer digital signals are reshaping the customer journey

Schweidel

Bart

Inman

et al. 2022

J. of the Acad. Mark. Sci.

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Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers’ desire for privacy can restrict the opportunities technology provides marketers, other consumers’ desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers’ willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators.

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Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

Section: The Role Of Consumer Digital Signals Throughout the Customer...mentioning

confidence: 99%

See 1 more Smart Citation

How consumer digital signals are reshaping the customer journey

Schweidel

Bart

Inman

et al. 2022

J. of the Acad. Mark. Sci.

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“…digitally (Villanova et al, 2021) . The involvement of digital marketing in terms of promotion can minimize internal and external pressure.…”

Section: │mentioning

confidence: 99%

Sharia Marketing Mix: A Model of Digital Marketing Management Strategy of Zakat

Utami¹,

Basrowi

2021

mabsya

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Zakat institutions make a variety of new innovations and accelerations in terms of management strategies to improve zakat management. Getting support from Government Regulations and DSN MUI Fatwa regarding the use of IT is certainly a motivation for zakat institutions to increasingly actively develop technology-based services. IT is one of the main focuses of the marketing strategy to increase muzaki's interest in distributing zakat through online zakat services. But in the middle of the community it seems that the presence of digital zakat services still requires a long process of obtaining 'postioning'. In addition, the use of technology must also be more careful, especially because of the negative impact it has. Sharia marketing mix offers strategy management based on sharia principles which in its development is dominated by contemporary fiqh studies. The research aims to provide a literature review on the collaboration of sharia marketing mix and digital marketing zakat. An interesting study considering there are still few studies that reveal a combination of both. Sharia marketing mix present offers management strategies that conventional marketing mix lacks. The results of the literature review state that sharia marketing mix has a special advantage in filtering the negative impact of the use of technology compared to the marketing mix which has been widely used by companies, financial institutions and non-banks.

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“…Promotional activities are very important to be carried out by every business from the smallest scope to even large companies, because no matter how good the quality of the products the company has, it will not be successful for sale without proper promotion (Camilleri, 2018;Ducange et al, 2018;Razak et al, 2020). Promotional media consists of two types, namely printed promotion tools and digital promotion tools (Briandana & Dwityas, 2020;Pramanik & Rakib, 2020;Prihadini et al, 2020), but good companies need to integrate several alternative promotion tools so that their promotions can reach the right target (Key & Czaplewski, 2017;Martin, 2017;Villanova et al, 2021). SMEs in Buah Batu District need to be given training and workshops on integrated marketing communication that can be implemented on their respective products.…”

Section: Introductionmentioning

confidence: 99%

Implementation of Centralized Networking System and Integrated Marketing Communication for MSMEs in Buah Batu Bandung

Wulandari

Suryawardani

Marcelino

et al. 2021

Jupe

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Network security is very important, especially for community service units because a damaged system can affect other systems. Therefore, it is necessary to design and develop a computer network system and security that’s more centralized. Promotional activities are very important to be carried out by every business from the smallest scope to even large companies, because no matter how good the quality of the products the company has, it will not be successful for sale without proper promotion. Referring to the situation and problems faced by partners, our group took the initiative to contribute by providing several alternative solutions whose goals are expected to be useful for partners, by providing training on the implementation of integrated networks and MSME database management, then providing an integrated marketing communication training, workshop on communication marketing tools that can provide a competitive advantage for MSMEs so that MSME marketing tools in Buah Batu District have superior value. With some of the solutions that we offer, the expected final results from this community service activity are network problems and database management can be resolved properly. Furthermore, MSMEs in Buah Batu District have standardized and attractive printed and digital marketing tools.

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Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time

Cited by 40 publications

References 81 publications

How consumer digital signals are reshaping the customer journey

How consumer digital signals are reshaping the customer journey

Sharia Marketing Mix: A Model of Digital Marketing Management Strategy of Zakat

Implementation of Centralized Networking System and Integrated Marketing Communication for MSMEs in Buah Batu Bandung

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