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Practitioner prognostications on the future of online marketing

journal contribution
posted on 2023-02-03, 04:13 authored by M Valos, M Ewing, I Powell
In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the ‘coal face’, this paper solicits and longitudinally compares senior marketing practitioners' perceptions and perspectives, both recently (late 2008) and five years prior (2003). Due to the rapid evolution of online marketing and its impact on both consumer behaviour and marketing strategy, a longitudinal qualitative research design was employed to track changes in senior marketers' perceptions. Findings are presented and discussed within the context of six recurring themes: interactivity, personalisation, integration, evaluation, agency structures, and capabilities. The paper concludes by examining the utility of integrated marketing communication as a marketing management framework for online marketing strategy.

History

Journal

Journal of Marketing Management

Volume

26

Pagination

361-376

Location

Oxford, England

ISSN

0267-257X

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis

Issue

41732

Publisher

Routledge