Marketing Strategy Research in Digital and Data-Rich Environment
Marketing and strategy research undertakes three major directions, which can be summarized in two Ds: Digital and Data-Rich. The first D is Digital; digital marketing strategy refers to firms’ use of digital tools such as web analytics, digital platforms, online advertising, search engine marketing, and social and mobile media to acquire, manage, and retain customers. Digital marketing strategy has fundamentally changed the landscape of marketing as it not only enriches the tools firms employ in customer relationships but also empowers customers by providing them interaction opportunities with firms that were heretofore impossible. The second D is Data-Rich;digital marketing has made unprecedented data on firm and customer behavior available to researchers. Data include structured data, such as numerical data on consumer purchasing behaviors, firms’ digital marketing interventions, and unstructured data, such as text, audio, or even video content from consumers and firms. This "Big Data" involves characteristics of high volume, high velocity, and high variety. This research presents the major research directions and questions for marketing strategy research.
方二教授是美国伊利诺伊大学大学香槟校区 （University of Illinois at Urbana-Champaign）的工商管理终身正教授，James Towyer 杰出学者和中组部国家“千人计划”特聘教授。同时，他也是伊利诺伊大学商学院高级经理人培训项目学术主任、国立首尔大学和香港大学的特聘/访问教授。其研究领域包括：公司市场战略，商业模式，公司创新，和金融服务业管理。