What Always-On Connected Consumers Can Teach Retailers About Marketing Relevance and Segmentation in the Digital Era

Donna M Iucolano

What Always-On Connected Consumers Can Teach Retailers About Marketing Relevance and Segmentation in the Digital Era

Donna M Iucolano

Molloy University

Producción científica: Presentation

Resumen

This paper provides insights into the dynamic shopping behaviors of always-on connected consumers and raises concerns about retail marketer over reliance on customer segmentation using static profiles and personas; and, highlights contradictions raised around privacy, online reviews, and retail hospitatlity which together have implications for retail executives as they continue to shift marketing dollars awar from traditional efforts and towards digital ones.

Idioma original	American English
Estado	Published - ago 2017
Evento	2017 AMA Summer Conference (Innovation Sustainability in Marketing) - San Francisco, CA Duración: ago 1 2017 → …

Conference

Conference	2017 AMA Summer Conference (Innovation Sustainability in Marketing)
Período	8/1/17 → …

Disciplines

Business
Marketing

Citar esto

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abstract = " This paper provides insights into the dynamic shopping behaviors of always-on connected consumers and raises concerns about retail marketer over reliance on customer segmentation using static profiles and personas; and, highlights contradictions raised around privacy, online reviews, and retail hospitatlity which together have implications for retail executives as they continue to shift marketing dollars awar from traditional efforts and towards digital ones.",

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