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The impact of evolving digital behaviours on the diffusion of marketing technology
Applied Marketing Analytics: The Peer-Reviewed Journal,
7
(1),
39-46
(2021)
Abstract
As the transformation to digital has accelerated due to the global pandemic, companies are finding both challenges and opportunities in understanding and adapting to dynamically changing consumer behaviour. This paper discusses how organisations must adopt the right digital technology to better understand their customers and measure success.
Keywords: digital behaviour; marketing technology; customer experience; digital interaction; COVID-19; analytics; measurement
The full article is available to subscribers to the journal.
Author's Biography
Andy Betts is a chief marketer, consultant and digital hybrid with more than 25 years of experience in digital, technology and marketing work around the world. He works as an adviser and consultant for technology companies, agencies and leading Fortune 500 companies. He spends considerable time consulting with C-level executives and media in technology and marketing communities on strategic marketing and customer relations. A recognised industry leader, he has a full-stack skill set building and managing key growth functions such as business development, marketing, public relations, digital and martech operations.
Citation
Betts, Andy (2021, June 1). The impact of evolving digital behaviours on the diffusion of marketing technology. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/GVSX7068.
© Henry Stewart
Publications LLP
Publications LLP