"Building Meaningful Digital Marketing Strategies" with Prof. Marcus Schögel
We present the “St. Gallen Digital Marketing Framework”, developed by Marcus Schögel and his team at the Institute of Marketing at the University of St. Gallen as the basis for building meaningful digital marketing strategies. The model is based on the customer’s journey as the key element for successfully managing digital marketing activities.
In this sense, digital marketing activities reflect strategic marketing issues and are rooted on the company's areas of operation. Different customer interfaces build the basis for these interactions, as companies use their tools to accompany the customer alongside their journeys over multiple digital platforms. While data analysis and algorithms are the basis and means for most of these interactions, companies need to learn how to orchestrate their actions in a meaningful and valuable manner for their company and customers.
After the 20-minute presentation, there will be an interactive Q&A session to discuss your questions.
The webinar will take place in English.