Hyper-Digital Marketing

The rapid changes in technology and the rise of AI have heralded the introduction of a new era, which we refer to as the era of hyper-digitalization. This shift has significant impacts on how organizations and enterprises carry out critical functions across various areas, including marketing, information technology, human resources, and others. We are witnessing the transformation of the marketing function, with many traditional roles of marketers being replaced by new roles that depend heavily on cross-functional coordination with multiple areas. These changes could be far-reaching and have already dramatically impacted how to organize many tasks within organizations.

Against this backdrop, this book offers modern marketers and technologists a guide on navigating the many changes occurring in organizations. Any senior executive can leverage many of the concepts presented in this book and be able to handle the sweeping changes taking place in the age of AI.

This book introduces a new framework with six pillars of modern marketing strategy in the age of hyper-digitalization purpose, phygital experiences, platform, participation, personalization, and partnerships. Each pillar has its own chapter, which provides specific guidance for managers on how to implement it. The chapters also demonstrate how each pillar can influence key outcomes like attention and engagement.

In the context of hyper-digitalization and AI, the six-pillar framework will help managers navigate current developments and implement changes that any enterprise is faced with. It will offer senior marketing strategists and students a framework for strategic thinking that prepares them for the workplace of tomorrow. The framework is supported by numerous case studies and examples (from both the United States and other parts of the world) that demonstrate how these concepts are applied in real-world situations. The book incorporates insights from scholarly research on these topics to provide evidence-based guidance for managers and executives.

Describes how hyper-digitalization, propelled by AI, is impacting the world of marketing Offers a six-pillar framework to help shape AI-powered brand marketing strategy Shows technologists and modern marketers how to evaluate their digital strategy

Autorentext

Vanitha Swaminathan PhD, is the Thomas Marshall Professor of Marketing at the University of Pittsburgh School of Business and serves as the Director of the Pitt Business Center for Branding. She is also a thought leader on branding and marketing strategy, and a co-author of the renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th edition), co-authored with Professor Kevin Lane Keller.

Klappentext
If you intend to navigate the AI-powered world and thrive in the journey, read this book. Susan Fournier, Allen Questrom Professor and Dean, Boston University Questrom School of Business Dr. Vanitha Swaminathan's book offers an essential guide to help business leaders navigate these turbulent times. Jagdish Sheth, Kellstadt Professor of Business, Emory University, Padma Bhushan 2020 The Six Pillars of Marketing in the Hyper-Digital age will give you both the understanding of what you need to do as well as the tools to do it. Matt Naeger, Chief Solutions Officer, Trilliad Dr. Swaminathan's book on marketing in the hyper-digital age is timely and novel. TV Narendran, Global CEO and Managing Director, Tata Steel This book clearly encapsulates what marketers need to do for their brands to be successful in the post-digital world. Lynn Schlesinger, former CMO & CXO, Forbes Media From phygital experiences to platform thinking, this book delivers the insights and tools needed to future-proof your brand in an AI driven economy. A valuable resource for anyone committed to marketing excellence. Mckenzie Lock, Senior Director of Product Innovation and AI, Netflix The rapid changes in technology and the rise of AI have heralded the introduction of a new era, which we refer to as the era of hyper-digitalization. In marketing, these changes could be far-reaching and have already dramatically impacted many strategic and tactical marketing tasks. This book offers modern marketers a guide on navigating the many changes occurring in organizations. It introduces a new framework with six pillars of modern marketing in the age of hyper-digitalization purpose, phygital experiences, platform, participation, personalization, and partnerships. It will offer senior marketing strategists and students a framework for marketing that prepares them for the workplace of tomorrow. The book incorporates insights from scholarly research on these topics to provide evidence-based guidance for managers and executives. Vanitha Swaminathan PhD, is the Thomas Marshall Professor of Marketing at the University of Pittsburgh School of Business and serves as the Director of the Pitt Business Center for Branding. She is also a thought leader on branding and marketing strategy, and a co-author of the renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th edition), co-authored with Professor Kevin Lane Keller.

Inhalt

CHAPTER 1 EVOLUTION OF DIGITAL TECHNOLOGIES: AI AND THE AGE OF HYPER-DIGITALIZATION.- CHAPTER 2 THE CHANGING CONSUMER, A NEW INFORMATION ENVIRONMENT, AND THE RISE OF THE ATTENTION ECONOMY.- CHAPTER 3 PURPOSE-DRIVEN BRANDING: PRINCIPLES AND BEST PRACTICES.- CHAPTER 4 PHYGITAL EXPERIENCES.- CHAPTER 5 BRANDS AS PLATFORMS.- CHAPTER 6 PARTICIPATION BRANDING.- CHAPTER 7 PERSONALIZATION.- CHAPTER 8 PARTNERSHIPS.- CHAPTER 9 PERSONS AS PARTNERS: THE ROLE OF INFLUENCERS.- CHAPTER 10 PRIVACY STEWARDSHIP, BRAND SAFETY AND CRISES IN THE DIGITAL ERA.- CHAPTER 11 AI AND THE SIX STRATEGIC PILLARS OF DIGITAL BRAND MARKETING.- CHAPTER 12 CONCLUDING THOUGHTS.