Challenges and solutions for marketing in a digital era

Peter S.H. Leeflang, Peter C. Verhoef, Peter Dahlström, Tjark Freundt

Research output: Contribution to journalArticle

Abstract

Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities digital marketing presents, with little attention on the real challenges companies are facing going digital. In this study, we present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe. The results reveal that filling "talent gaps", adjusting the "organizational design", and implementing "actionable metrics" are the biggest improvement opportunities for companies across sectors.
Original languageEnglish
Pages (from-to)1-12
Number of pages12
JournalEuropean Management Journal
Volume32
Issue number1
Early online date9 Jan 2014
DOIs
Publication statusPublished - Feb 2014

Keywords

  • online marketing
  • big data
  • analytics
  • customers
  • firm strategies
  • social media

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  • Cite this

    Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12. https://doi.org/10.1016/j.emj.2013.12.001