When nothing is what it seems: a digital marketing research agenda

de Ruyter, Ko, Keeling, Debbie Isobel and Ngo, Liem Viet (2018) When nothing is what it seems: a digital marketing research agenda. Australasian Marketing Journal, 26 (3). pp. 199-203. ISSN 1441-3582

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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.

Item Type: Article
Keywords: Digital marketing, GDPR, Augmented Reality, Voice, Text mining, Digital surrealism
Schools and Departments: School of Business, Management and Economics > Strategy and Marketing
Subjects: H Social Sciences > HC Economic history and conditions > HC0079 Special topics, A-Z > HC0079.T4 Technological innovations. Technology transfer
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Depositing User: Debbie Keeling
Date Deposited: 06 Jun 2018 09:00
Last Modified: 09 Feb 2020 02:00
URI: http://sro.sussex.ac.uk/id/eprint/76348

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