Advancing research in digital and social media marketing
A quasi-historical perspective on digital and social media marketing is taken from its roots in direct and interactive marketing to the present day and suggests a broad view of digital marketing to encompass customer co-creation and engagement.
Abstract
ABSTRACT This article takes a quasi-historical perspective on digital and social media marketing. It traces digital marketing from its roots in direct and interactive marketing to the present day. The article suggests a broad view of digital marketing to encompass customer co-creation and engagement. From there, the article outlines the challenges to practitioners from the proliferation of marketing technologies. Finally, the article reviews research directions suggested for digital marketing and posits the learning organization and value creation as a way to integrate digital marketing research.