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When nothing is what it seems. A Digital Marketing Research Agenda

de Ruyter, K., Keeling, D. I. and Viet Ngo, L. (2018). When nothing is what it seems. A Digital Marketing Research Agenda. Australasian Marketing Journal, doi: 10.1016/j.ausmj.2018.07.003

Abstract

Digital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers.

Publication Type: Article
Additional Information: © 2018, Elsevier. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Publisher Keywords: digital marketing strategy, research agenda, surrealism
Subjects: H Social Sciences > HD Industries. Land use. Labor
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/19860
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This document is not freely accessible until 9 February 2020 due to copyright restrictions.
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