Creating Sustainable Digital Experiences

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Kozinets, R. (2014). Creating Sustainable Digital Experiences. NIM Marketing Intelligence Review, 6(2), 46-51. https://doi.org/10.2478/gfkmir-2014-0098

Year

2014

Publication title

Creating Sustainable Digital Experiences

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NIM Marketing Intelligence Review

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MIR Interview with Adam Froman, CEO of Delvinia and AskingCanadians™

Is the social media hype about being cool or about making money? For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.

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To the entire issue

If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand ...

Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies ...

Word of mouth marketing (WOMM) does not travel as unidirectionally and straight as previously assumed. Rather, consumers are active ...

Effective social brand engagement can result from marketers “getting in the game” by playing with consumers. Play can take many ...

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and ...

Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate ...

Network Analysis, Internet Communications, Online Discourse, Online Communities, Twitter

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