Typologies and touchpoints: designing multi-channel digital strategies

This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionized the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use?

Journal of Research in Interactive Marketing
Straker, Karla; Wrigley, Cara; Rosemann, Michael
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