Managing Marketing Agility & Managing Digital Advertising Inefficiencies
The MSI community has access to the Journal of Marketing’s Webinar for Marketing professionals. The session will feature two pieces of academic research, giving MSI members the chance to hear the latest in marketing science.
“Managing Marketing Agility”
Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. In a new Journal of Marketing study, researchers conceptualize and investigate the emerging practice of marketing agility. Leveraging a review of the academic literature and in-depth interviews with practicing marketers, the study defines marketing agility as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. The authors describe when marketing agility can help and when it might hurt as well as technology, organizational, leadership, team, and employee factors that improve or interfere with the execution of marketing agility in organizations.
“Managing Digital Advertising Inefficiencies”
Digital advertising revenues grew from nothing to $108 billion in 25 years, eclipsing all traditional advertising media combined. Yet there are indicators that unregulated markets for digital advertising have experienced some problems. The E.U. fined Google more than $9 billion in three antitrust cases and the U.S. Federal Trade Commission fined Facebook $5 billion after it broke a 2012 Consent Order. Prominent politicians have criticized the industry and proposed structural reforms. New privacy laws mandate transparency and consent requirements for data-driven advertising and user identification practices. A new Journal of Marketing article seeks to help marketers and policymakers understand four pervasive issues in digital advertising markets and how they impact market efficiency. Authors will discuss problems associated with advertising effect measurement, organizational inefficiencies in advertising, ad blocking, and ad fraud and solutions for marketers.
University of California, Berkeley
Zsolt Katona is Cheryl and Christian Valentine Associate Professor at the Haas School of Business. Katona joined Berkeley-Haas in 2008 as an Assistant Professor of Marketing. His research focuses on online marketing strategy, networks and social media. He studies how firms can better take advantage of new digital technologies and how they can integrate them into their marketing mix. Katona is faculty director of the Fisher Center for Business Analytics at the Haas School. He was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. Katona is Associate Editor of Management Science, Marketing Science and serves on the editorial board of the International Journal of Research in Marketing.
Pricing & Registration
Oct 14, 1:00 PM EDT