HOW DIGITAL TECHNOLOGIES ARE ENABLING CONSUMERS AND TRANSFORMING THE PRACTICE OF MARKETING

The paper by Professors Sheth and Solomon highlights the impact of digital on consumer behavior and the practice of marketing. Having studied consumers' adoption and use of technologies, especially mobile, for more than a decade, the author couldn't agree more. In addition to altering traditional boundaries of self, digital technologies are fundamentally redefining the roles of consumers, businesses, and society. The profound impacts are: 1. Driving out latency, other frictions. 2. Internet in our pockets. 3. Luke Wroblewski's theorem. 4. Word-of-mouth becomes social currency. 5. Algorithms rule. 6. CX (Consumer Experience) matters. 7. Agile marketing. 8. Digital signals. 9. The world is an auction.

Publication: 
Journal of Marketing Theory and Practice
Author: 
Hendrix, Philip E
Document Type: 
Research
Paywall: 
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