Journal of Direct, Data and Digital Marketing Practice 

About: Journal of Direct, Data and Digital Marketing Practice is an academic journal. The journal publishes majorly in the area(s): Digital marketing & Digital strategy. It has an ISSN identifier of 1746-0166. Over the lifetime, 292 publications have been published receiving 3756 citations.

Web 2.0: Conceptual foundations and marketing issues

Abstract: This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.

Apple iBeacon technology briefing

Abstract: A new generation of low-cost devices is allowing marketers to track the exact location of consumers via their mobile devices. This article explains how the technology works and proposes a number of ways in which marketers might leverage the proximity and triggers that beacons will make possible.

Mapping customer journeys in multichannel decision-making

Abstract: This study is focused on multi-channel shopping, which refers to the integration of various channels in the consumer decision-making process. The term was coined in the early 2000s to signify the integration of offline and online shopping channels. It has since evolved to encompass the proliferating number of channels and media used to formulate, evaluate and execute buying decisions. With the explosion of mobile technologies and social media, multi-channel shopping has indeed become a journey in which customers choose the route they take and which, arguably, needs to be mapped to be understood. Existing consumer decision-making models were developed in pre-internet days and have remained for the most part unquestioned in the digital marketing discourse. Darley, Blankson and Luethge concluded that there is a ‘paucity of research on the impact of online environments on decision making’, which has also been observed in the multi-channel context. Our study adopts an inductive approach allowing for realistic patterns to emerge of how consumers use and react to different media and channels in their shopping journeys for cosmetics. It therefore provides a threefold contribution: (1) it systematizes what are widely used yet largely misunderstood practices (ZMOT, webrooming and showrooming); (2) it defines the key multi-channel influences across different stages of decision making; and (3) it segments actual customer journeys into three distinct patterns that brands can use to optimize their multi-channel strategies.