Contemporary Issues in Digital Marketing

15

Future look

Communicating with customers using digital channels

Outi Niininen, Stephen Singaraju, Heikki Karjaluoto, Chiara Valentini and Markus Muhonen

DOI: 10.4324/9781003093909-20

Introduction

When predicting the future, especially in Digital Marketing (DM), for customer–firm communication platforms, the only given is that there will be constant change. Although we believe that many of the old models/theories of marketing and communication will still be valid and used to understand the future of DM, it is clear that we will also see the rise of new models and theories for better mapping and understanding of the customer in the digital era. For this academic research chapter on anticipating key DM trends, we are fortunate to ...