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Best Digital Marketing Agencies In Hyderabad

Author: Klads Pvt Ltd
by Klads Pvt Ltd
Posted: Jul 23, 2020
digital marketing

We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a signi?cant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly de?ned digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for fu- ture research. Finally, we integrate these identi?ed questions and set a research agenda for fu- ture research in digital marketing to examine the issues from the perspective of the?rm.

It has been nearly a quarter century since commercial use of the Internet and the World Wide Web began. During this time the business landscape has changed at a frenetic pace.Large multinational corporations such as Google, Facebook, Amazon, Alibaba, eBay and Uber, unheard of twenty years ago, have emerged as key players in our modern economy. In 2015, online sales accounted for 7.4% of overall retail spending in the U.S., the highest percentage since tracking began in 1999 (Phillips, 2015). Sales made through mobile devices have increased at a rapid rate to between 22% and 27% of all online sales (Rao, 2015; Malcolm, 2015). Corporations now highlight the importance of creating a "digital relationship" with customers (Phillips, 2015). Moreover, digital technologies and devices such as smartphones, smart products, the Internet of Things (IoT), Arti?cial Intelligence, and deep learning all promise signi?cant transformations of consumers' lives in the near future.It is against this backdrop that this paper seeks to understand how the developments in digital technology are re-shaping the process and the strategy of marketing, and the implications of this transformation for research in the broad space we call "digital marketing".

Our objectives for this paper are three-fold. First, we develop and describe a framework for research in digital marketing that

highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and/or will have asigni?cant impact. Next, we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly de?ned digital marketing space.Using the framework, we also outline the evolving issues around the touchpoints and associated questions for future research. Finally, we integrate these identi?ed questions and set a research agenda for future research in digital marketing.We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a signi?cant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly de?ned digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for fu- ture research. Finally, we integrate these identi?ed questions and set a research agenda for fu- ture research in digital marketing to examine the issues from the perspective of the?rm.

It has been nearly a quarter century since commercial use of the Internet and the World Wide Web began. During this time the business landscape has changed at a frenetic pace.Large multinational corporations such as Google, Facebook, Amazon, Alibaba, eBay and Uber, unheard of twenty years ago, have emerged as key players in our modern economy. In 2015, online sales accounted for 7.4% of overall retail spending in the U.S., the highest percentage since tracking began in 1999 (Phillips, 2015). Sales made through mobile devices have increased at a rapid rate to between 22% and 27% of all online sales (Rao, 2015; Malcolm, 2015). Corporations now highlight the importance of creating a "digital relationship" with customers (Phillips, 2015). Moreover, digital technologies and devices such as smartphones, smart products, the Internet of Things (IoT), Arti?cial Intelligence, and deep learning all promise signi?cant transformations of consumers' lives in the near future.It is against this backdrop that this paper seeks to understand how the developments in digital technology are re-shaping the process and the strategy of marketing, and the implications of this transformation for research in the broad space we call "digital marketing".

Our objectives for this paper are three-fold. First, we develop and describe a framework for research in digital marketing that

highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and/or will have asigni?cant impact. Next, we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly de?ned digital marketing space.Using the framework, we also outline the evolving issues around the touchpoints and associated questions for future research. Finally, we integrate these identi?ed questions and set a research agenda for future research in digital marketing.

About the Author

KL Ads is a professional platform developed to promote quality and enhance effective advertising and branding standards in business building process we at KL Ads provides digital marketing services, indoor marketing, outdoor marketing

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Author: Klads Pvt Ltd

Klads Pvt Ltd

Member since: Jul 14, 2020
Published articles: 3

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