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• W1023172604 abstract "Lipiainen, Heini Digitization of the communication and its implications for marketing Jyvaskyla: University of Jyvaskyla, 2014, 120 p. (+ articles) (Jyvaskyla Studies in Business and Economics ISSN 1457-1986; 152) ISBN 978-951-39-5929-6 (nid.) ISBN 978-951-39-5930-2 (PDF) The digitization of communication has set a challenge for marketing today. Empowered customers are increasingly spending their time online requiring companies to adapt to the new rules of digitization, and meet them through digital channels. However, it seems that many companies are struggling with the new rules and tools. This dissertation contributes to current discussion on the influence of digitization on marketing from a company perspective. By shedding light on marketing approaches in the digital age, the utilization of digital tools and the factors influencing the operationalization of digitization, this dissertation contributes to the theoretical discussion on two levels: 1) strategy and 2) usage. The data come from case studies looking the phenomena from different perspectives (branding, CRM and IC) and on a more general level from the perspectives of SMEs. By combining cases, the aim is to develop a theoretical model to make the implications explicit and as a managerial goal, to help companies progress digitization more efficiently. The result of this dissertation confirms that digitization has challenged companies on both the strategic and usage levels, requiring companies to make specific changes to the way they operate and also to integrate new tools into their daily routines in order to meet the current and future expectations of their customers. To contribute to the understanding of the implications of digitization for company marketing, this dissertation suggests a solution presented as the four digital marketing factors highlighting the four key cornerstones in companies marketing in the digital age namely: Hybrid orientation, Flexible structures, Know-how, and Interactivity. The results call for integrating digitization and digital tools into the organizations and reminds that it is not about the technology, but about how it is harnessed to serve company goals. As digitization is a rather new and unstructured phenomena and many companies are still considering how to reconcile the change with their existing operations to take advantage of the new social tools, the results of this study have several managerial implications including the four factors presented, which provide a good starting point for companies to examine the aspects that they should consider when moving into the digital age." @default.
• W1023172604 created "2016-06-24" @default.
• W1023172604 creator A5054110237 @default.
• W1023172604 date "2014-01-01" @default.
• W1023172604 modified "2023-09-23" @default.
• W1023172604 title "Digitization of the communication and its implications for marketing" @default.
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