Purpose
Delineate the strategic implications for three new marketing trends based on digital technology.
Design/methodology/approach
The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media.
Findings
Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation.
Practical implications
Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing.
Originality/value
This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.
„Marketing automation” – systemy wspierające i łączące pracę działu marketingu i działu sprzedaży
