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How consumer digital signals are reshaping the customer journey.
David A Schweidel1, Yakov Bart2, J Jeffrey Inman3
1Emory University, Atlanta, GA USA.
Journal of the Academy of Marketing Science
|February 28, 2022
Summary
Firms can gain a competitive edge by leveraging customer digital signals. Understanding consumer privacy preferences and relationship strength is key to effectively using technology for personalized marketing journeys.
Area of Science:
- Marketing Strategy
- Consumer Behavior
- Digital Transformation
Background:
- Customer journey mapping is evolving with digital interactions.
- Consumer digital signals offer new avenues for engagement.
- Technological advancements enable sophisticated data collection and analysis.
Purpose of the Study:
- To introduce the concept of consumer digital signals in marketing.
- To explore how firms can leverage these signals for competitive advantage.
- To examine the influence of consumer privacy concerns and personalization desires on signal emission.
Main Methods:
- Conceptual analysis of customer journey perspectives.
- Examination of technology's role in signal detection and utilization.
- Discussion of factors influencing consumer willingness to share digital signals.
Main Results:
- Detecting and acting on consumer digital signals provides a competitive advantage.
- Consumer willingness to share signals is influenced by privacy versus personalization trade-offs.
- The strength of the firm-consumer relationship impacts signal emission.
Conclusions:
- Firms must navigate consumer privacy preferences and personalization desires.
- Shifting consumer preferences can alter technology-enabled marketing opportunities.
- Future research should focus on consumers, firms, and regulatory implications.
Keywords:
Conceptual frameworkConsumer digital signalsConsumer privacyFirm capabilitiesPersonalizationResearch agendaTechnology-enabled customer journeyMore Related Videos
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