In a context of hyper-connectivity of customers and changing consumption patterns, marketing professionals are experiencing a real upheaval in the way they practice their business and approach customers. If the value of digital marketing is no longer to be demonstrated, how to measure its efficiency is still too vague for lots of companies. Next to this digital context, We have entered a society of experience: everything that allows us to consume without difficulty, without having to think about it, is privileged to uncertainty and fear of the potentially negative experience of other actors. Customer Experience and Digital Marketing are those new trends that help companies to differentiate themselves from the other. But why are there so important? What is the link between both of them? Above all, how is it possible to measure the impact of our digital marketing on the customer experience? This these is defined as a general process that allows us to move from our research problem to a concrete solution. To do this, we will go through the understanding (Scholar and Grey Literature) of the topics arising from the general subject and we will define our own model, theory. The continuation of the process is the testing and modulation of this theory through an analysis of 4 case studies (Building Theories from Case Study Research (M. Eisenhardt, 1989)) The general path of this work will have led to the conclusion that, in order to measure in a concrete way the impact of DM on the CX, it is very important to work on the entire process previously carried out (model). Furthermore, the measurement tools will be impacted with the type of objectives, the type of company, the type of channel and especially the type of DM.
In un contesto di iper-connettività dei clienti e modelli, i professionisti del marketing stanno vivendo un vero e proprio sconvolgimento nel modo in cui esercitano la propria attività e si rivolgono ai clienti. Se il valore del marketing digitale non è più da dimostrare, come misurare la sua efficienza è ancora troppo vago per molte aziende. Accanto a questo contesto digitale, l'esperienza del cliente assume un ruolo sempre più importante in tutte le attività. Questa esperienza del cliente si sta evolvendo ad un ritmo esponenziale e le aziende devono adattarsi con successo a questa evoluzione. Customer Experience e Digital Marketing sono le nuove tendenze che aiutano le aziende a differenziarsi dalle altre. Ma perché sono così importanti? Qual è il collegamento tra entrambi? Soprattutto, come è possibile misurare l'impatto del nostro marketing digitale sull'esperienza del cliente? Attraverso questa tesi, ci prenderemo del tempo per rispondere in dettaglio a queste domande. Il processo generale della tesi è caratterizzato da una parte di letteratura per comprendere il quadro teorico del tema e una parte empirica per sviluppare il nostro modello e applicarlo a un caso di studio (Nike Air Jordan Chatbot). L'analisi dei risultati ha rivelato che, se vogliamo misurare in modo concreto l'impatto di DM sul CX, è molto importante lavorare sull'intero processo precedentemente eseguito. Inoltre, gli strumenti di misurazione saranno influenzati dai tipi di obiettivi, dai tipi di aziende, e dal tipo di canale e in particolare dal tipo di DM.
MISURARE LA LEVA DEL MARKETING DIGITALE SULL'ESPERIENZA DEL CLIENTE: UN APPROCCIO DI MODELLAZIONE STRUTTURALE.
GOURMET, ROMAIN ALEXIS
2018/2019
Abstract
In a context of hyper-connectivity of customers and changing consumption patterns, marketing professionals are experiencing a real upheaval in the way they practice their business and approach customers. If the value of digital marketing is no longer to be demonstrated, how to measure its efficiency is still too vague for lots of companies. Next to this digital context, We have entered a society of experience: everything that allows us to consume without difficulty, without having to think about it, is privileged to uncertainty and fear of the potentially negative experience of other actors. Customer Experience and Digital Marketing are those new trends that help companies to differentiate themselves from the other. But why are there so important? What is the link between both of them? Above all, how is it possible to measure the impact of our digital marketing on the customer experience? This these is defined as a general process that allows us to move from our research problem to a concrete solution. To do this, we will go through the understanding (Scholar and Grey Literature) of the topics arising from the general subject and we will define our own model, theory. The continuation of the process is the testing and modulation of this theory through an analysis of 4 case studies (Building Theories from Case Study Research (M. Eisenhardt, 1989)) The general path of this work will have led to the conclusion that, in order to measure in a concrete way the impact of DM on the CX, it is very important to work on the entire process previously carried out (model). Furthermore, the measurement tools will be impacted with the type of objectives, the type of company, the type of channel and especially the type of DM.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/6948