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Marketing and Advertising: Trends of the Sector Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Optimising Customer Engagement Through Digital Intelligence

Author : Normada Devi Bheekharry

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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Abstract

Understanding customer online behaviour is critical for strategic marketing decision making and organisation survival and success. The internet has dramatically changed the key concept of marketing. Customers use different digital interface to communicate and share valuable information about their lifestyles, likes and dislikes, experiences, expectations, opinions and behaviours. Customers digital interactions have given rise to a huge amount of information contributing to digital marketing intelligence (DMI). Gathering and analysing customers’ online information from a variety of online platform can give marketing practitioners and researchers new opportunities to better understand customers’ online behaviour.
Digital marketing intelligence is a new and emerging science in the digital marketing analytics arena. The purpose of this paper is to present the role of digital data analytics as an enabler of marketing decision making. The paper argues that digital intelligence represents an important tool for prospecting, acquiring and holding on customers.

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previous chapter The Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers
next chapter Amazon Effect? an Analysis of User-Generated Content on Consumer Electronics Retailers’ Facebook Pages
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Metadata
Title
Optimising Customer Engagement Through Digital Intelligence
Author
Normada Devi Bheekharry
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_22