What We Don’t Know about Digital, Social Media, and Mobile Marketing, But Should
Marketing is undergoing constant change as new digital technologies (and marketing channels) emerge. We are very much now in a mobile-first world. At the same time, academics and practitioners have studied digital marketing for more than 15 years. What have we learned, and what should marketers know about digital, social media, and mobile marketing? In this webinar, Andrew Stephen will discuss trends and changes over the past 15 years, drawing on his article with Cait Lamberton in the November 2016 Journal of Marketing. He will focus on key areas that marketing professionals — academics and practitioners alike — need to better understand in order to improve the value and impact of marketing activities. He will also introduce a new MSI-led collaborative research initiative that aims to improve our understanding of digitized customer behavior, today and in the future, in ever-more digitized market environments.