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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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11 The Digital Customer Experience: An Integrated Approach

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Mutlu Uygun and Ebru Güner

11   The Digital Customer Experience: An Integrated Approach

Introduction

Today, consumers’ search for incessant experience through online, mobile, and store shopping forces businesses to provide integrated memorable experiences (Bilgihan et al., 2014: 50). These experiences partially or completely shift towards the digital world as a result of the rapidly developing, diversifying, or expanding structure of technology (Kawaf and Tagg, 2017: 222). Digital consumer experiences (DCEs) are emphasized more, and it is highlighted that these experiences play a vital role in development of desired tendencies and behaviors for businesses. A technology revolution also called the fourth wave is experienced across the world (Bolton et al., 2018: 781), and we frequently see evaluations that consumers will interact more with the virtual reality, and robots and artificial intelligence will replace service workers (Huang and Rust, 2018). According to the report published by McKinsey, these destructive technologies will have an impact of $ 6.2 trillion on the world economy by 2025, and retailing is the leading one among the sectors to be affected (Foroudi et al., 2018: 271). It is pointed out that the number of internet users, which was approximately 3 billion in 2015, will increase continuously (Straker and Wrigley, 2016b: 277). Most of them have social media accounts and use them intensively (Muchardie et al., 2016: 83). It is expected that the market value of mobile application, being $ 70 billion in 2015, will increase by 270 % and reach $ 189 billion...

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