A3 Book section, Chapters in research books
Future look : Communicating with customers using digital channels (2022)

Niininen, O., Singaraju, S., Karjaluoto, H., Valentini, C., & Muhonen, M. (2022). Future look : Communicating with customers using digital channels. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 165-175). Routledge. https://doi.org/10.4324/9781003093909-20

JYU authors or editors

Publication details

All authors or editors: Niininen, Outi; Singaraju, Stephen; Karjaluoto, Heikki; Valentini, Chiara; Muhonen, Markus

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 165-175

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-20

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84462


Digital Marketing is a fast-moving field, and the future of Digital Marketing Communication is multifaceted. Communication with customers can be based on either their current geographical location, their past online behaviour or their actions across various social media platforms. Communications can vary from one-to-one to many-to-many with varying types of digital technology used to facilitate it.

The focus of Digital Marketing is to deliver smooth, effortless and enjoyable experiences to customers no matter their location. Existing digital services will be enhanced by greater use of Artificial Intelligence, Big Data and automation. Analytics, when combined with location-based services, will tempt consumers with goods/services designed to delight each individual ‘at the right time, in the right place’. This chapter offers a picture of what communication with customers might look like in the future.

Keywords: marketing; digital marketing; marketing communication; future; digitalisation; online services; network communication; big data; artificial intelligence; automation

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 3

Last updated on 2022-19-12 at 09:04