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

de Ruyter, K., Keeling, D. I. & Viet Ngo, L. (2018). When nothing is what it seems. A Digital Marketing Research Agenda. Australasian Marketing Journal, 26(3), pp. 199-203. doi: 10.1016/j.ausmj.2018.07.003


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
Publisher Keywords: digital marketing strategy, research agenda, surrealism
Subjects: H Social Sciences > HD Industries. Land use. Labor
Departments: Bayes Business School > Management
SWORD Depositor:
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