Table Of ContentContemporary Issues in Digital
Marketing
This book presents a comprehensive overview of the key topics, best practices, future
opportunities and challenges in the Digital Marketing discourse. With contributions from
world-renowned experts, the book covers:
• Big Data, Artifcial Intelligence and Analytics in Digital Marketing
• Emerging technologies and how they can enhance User Experience
• How ‘digital’ is changing servicescapes
• Issues surrounding ethics and privacy
• Current and future issues surrounding Social Media
• Key considerations for the future of Digital Marketing
• Case studies and examples from real-life organisations
Unique in its rigorous, research-driven and accessible approach to the subject of Digital
Marketing, this text is valuable supplementary reading for advanced undergraduate and
postgraduate students studying Digital and Social Media Marketing, Customer Experience
Management, Digital Analytics and Digital Transformation.
Outi Niininen teaches Digital Marketing at the University of Jyväskylä School of
Business and Economics. Her research explores the use of digital technology across
the Expanded Marketing Mix to understand how people interact with surrounding
environment. Outi’s research has been published in, for example, Industrial Marketing
Management, Journal of Business Research, Tourism Management, Tourism Analysis, Journal
of Travel and Tourism Marketing and Journal of Services Marketing and she is the Co-editor
in Chief for Evolving Pedagogy. Outi won the Education Publishing Awards Australia
(EPAA) in the category: Tertiary (Adaptations): Teaching and Learning Resource for her
Marketing Principles book in 2015.
Contemporary Issues in
Digital Marketing
Edited by Outi Niininen
First published 2022
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 selection and editorial matter, Outi Niininen individual chapters, the
contributors
The right of Outi Niininen to be identifed as the author of the editorial material,
and of the authors for their individual chapters, has been asserted in accordance
with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised
in any form or by any electronic, mechanical, or other means, now known or
hereafter invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identifcation and explanation without intent to
infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been requested
ISBN: 978-0-367-55533-7 (hbk)
ISBN: 978-0-367-55535-1 (pbk)
ISBN: 978-1-003-09390-9 (ebk)
DOI: 10.4324/9781003093909
Typeset in Bembo
by Apex CoVantage, LLC
Contents
List of contributors vii
1 Introduction 1
OUTI NIININEN
SECTION 1
Data analytics and measurement 7
2 Understanding Big Data and its application in the digital
marketing landscape 9
STEPHEN SINGARAJU AND OUTI NIININEN
3 Data-driven marketing processes: boundaries and how to
overcome them 22
HEIDI LÄNSIPURO AND HEIKKI KARJALUOTO
4 The planning and implementation process of Programmatic
Advertising campaigns in emerging markets 32
THANH TIET AND HEIKKI KARJALUOTO
SECTION 2
Digital transformation and innovations in marketing 47
5 The antecedents and outcomes of online consumer brand
experience 49
JOEL KONTTINEN, HEIKKI KARJALUOTO AND AIJAZ A. SHAIKH
6 User experience of an e-commerce website: a case study 61
SAIMA RITONUMMI AND OUTI NIININEN
7 AI-based voice assistants for digital marketing: preparing for
voice marketing and commerce 72
ALEX MARI AND RENÉ ALGESHEIMER
vi Contents
SECTION 3
Customer experience and servicescapes 83
8 The role of social capital in digitalised retail servicescape 85
JUSSI NYRHINEN, MIKA SKIPPARI AND TERHI-ANNA WILSKA
9 From places to platforms: examining the transformation of
servicescapes 95
JULIE HORÁKOVÁ AND OUTI UUSITALO
10 Social media and consumer power: opportunities and challenges
for digital marketing activities 105
AGOSTINO VOLLERO AND CHIARA VALENTINI
SECTION 4
Ethics and privacy in digital marketing 117
11 The importance of online retailers’ ethics for traditional,
online and multichannel customers 119
MIKA SKIPPARI, SAMI KAJALO AND ARTO LINDBLOM
12 Data obstacles and privacy concerns in artifcial intelligence
initiatives 130
BILAL ASLAM, HEIKKI KARJALUOTO AND EEVI VARMAVUO
13 GDPR guidelines for academic research in marketing 139
SACHIKO SCHEUING AND OUTI NIININEN
14 ‘Interesting but scary’: customers’ perceived value of MyData 152
HEIDI HAAPIO AND OUTI UUSITALO
SECTION 5
The future for digital marketing communications and conclusions 163
15 Future look: communicating with customers using digital channels 165
OUTI NIININEN, STEPHEN SINGARAJU, HEIKKI KARJALUOTO,
CHIARA VALENTINI AND MARKUS MUHONEN
16 Conclusions 176
OUTI NIININEN
Index 182
Contributors
René Algesheimer (https://orcid.org/0000-0002-3293-7928) is the Chair of Market-
ing and Market Research at the University of Zurich and Director of the University
Research Priority Program on Social Networks. His research interests lie in studying
consumer behaviour and online marketing phenomena. René has published several
articles on marketing-related issues in the discipline’s leading international journals,
including PNAS, Marketing Science, Network Science, Journal of Marketing Research, Jour-
nal of Marketing, Journal of Service Research and Harvard Business Review. He won several
international awards for his research, such as the Outstanding Reviewer Award 2012
of the Journal of Marketing.
Bilal Aslam (https://orcid.org/0000-0002-1307-854X) is a PhD student in Jyväskylä
School of Business and Economics, Finland. His research interests include digital mar-
keting/advertising, display advertising, mobile advertising, chatbots, programmatic
buying and artifcial intelligence. Bilal had extensive industry experience in a variety
of marketing roles in various companies. Previously, he was a Brand Manager in a
fashion retail company. Bilal holds an MBA degree in marketing and a Master’s degree
in International Marketing from Linnaeus Business School, Sweden.
Heidi Haapio (https://orcid.org/0000-0001-5993-9504) works as a customer analyst in
Finnish Forest Centre. She received her MSc (Marketing) degree from the University
of Jyväskylä School of Business and Economics in 2019. Her Master’s thesis addressed
the consumers’ perceptions of their own shopping data, MyData.
Julie Horáková (https://orcid.org/0000-0003-1904-8349) is a doctoral researcher at
the Department of Marketing, the University of Jyväskylä School of Business and
Economics. She obtained her Master’s degree in marketing and business at the VSB –
Technical University of Ostrava. She received an award for her Master’s thesis in the
Student Grant Competition hosted by the Ministry of Education, Youth and Sports of
the Czech Republic. Her doctoral research focuses on the digitalisation of retail and
service environment and how the transition from traditional physical places into the
intangible digital environment afects consumers, their social bonds and behavioural
loyalty.
Sami Kajalo (https://orcid.org/0000-0002-3076-2976) is a senior lecturer in the
Department of Marketing at the Aalto University School of Business, Finland. His
current research interests are in retailing, business ethics and arts management. His
research has been published in journals such as International Journal of Retail and Dis-
tribution Management, Property Management and Journal of Arts Management, Law and
Society.
viii Contributors
Heikki Karjaluoto (https://orcid.org/0000-0002-5696-7355) is a professor of market-
ing at the University of Jyväskylä School of Business and Economics, Finland. His
research interests include digital marketing, customer relationship management, mar-
keting communications, mobile communications and retail banking. He has published
over 100 journal articles in journals such as the Business Strategy and the Environment,
Computers in Human Behaviour, European Journal of Marketing, Industrial Marketing Man-
agement, International Journal of Information Management, Internet Research, Journal of Busi-
ness & Industrial Management, Journal of Service Management and Telematics and Informatics.
Joel Konttinen (https://orcid.org/0000-0001-9497-8883) is Digital Marketing and
Corporate Communications Master’s degree graduate from the University of Jyväskylä,
Finland. His thesis dealt with online brand experience. He currently works as social
media account manager in Suomen Digimarkkinointi.
Arto Lindblom (https://orcid.org/0000-0003-1141-2505) is a professor of retailing
in the Department of Marketing at Aalto University School of Business in Finland.
His current research interests are related to retail entrepreneurship, retail marketing
and supplier–retailer relationships. His research has been published in journals such as
Journal of Small Business and Enterprise Development, the International Review of Retail,
Distribution and Consumer Research and Industrial Marketing Management.
Heidi Länsipuro (https://orcid.org/0000-0002-1018-2456) graduated with a Digital
Marketing and Corporate Communication Master’s degree at the University of Jyväs-
kylä School of Business and Economics. Heidi is currently working as a Customer
Analyst for Pirkanmaan Osuuskauppa, where she analyses customer data that is utilized
in connection with business and marketing decision-making and investment decisions.
She has previously worked as a Community Manager in a tech startup and as a Market-
ing Designer in a digital agency.
Alex Mari (https://orcid.org/0000-0003-4803-5096) is a Research Associate and
PhD Candidate at the Chair for Marketing and Market Research at the University
of Zurich. He is a visiting PhD student at the Säid Business School, University of
Oxford. Alex studies the adoption of AI-based voice assistants for marketing initiatives
and their efect on shopping behaviour. He advises entrepreneurs and teaches digital
and AI marketing in business schools. Previously, Alex worked as a director of digital
marketing (Sonova), brand manager (P&G) and tech startup CEO.
Markus Muhonen (https://orcid.org/0000-0002-4482-3979) is Social Media Man-
ager at Suomen Digimarkkinointi Oy, a leading digital marketing specialist company
in Finland with an international client base. In his previous position, Markus was a
Digital Marketing Consultant for Keski-Suomen Hormisaneeraus Oy (Oxford, UK).
Before focussing on digital marketing Markus worked in marketing management posi-
tions specialising in marketing strategy and international sales in the United Kingdom.
Markus has a track record of proftable sales growth in both traditional sales as well as
in the digital environment where he has mastered the sales-driven SEO, content mar-
keting and social media strategies.
Jussi Nyrhinen (https://orcid.org/0000-0003-0512-4902) is a postdoctoral researcher
in sociology at the Department of Social Sciences and Philosophy in University of
Jyväskylä, Finland. He also works for the Faculty of Information Technology in the
University of Jyväskylä. Jussi has been involved in studies investigating digitalisation in
Contributors ix
the retail business, and the consequent disruptions in consumer behaviour, retail spaces
and local retail frms’ strategies and policies. His current research focuses on the impact
of social, cultural and cognitive factors on the consumer behaviour of young adults in
digital environments. His work has been published in journals and proceedings such as
International Review of Retail Distribution and Consumer Research and Proceedings
of the Academy of Marketing Science Annual Conference.
Saima Ritonummi (https://orcid.org/0000-0001-6708-7639) completed her Digi-
tal Marketing and Corporate Communication Master’s degree at the University of
Jyväskylä School of Business and Economics. Her Master’s thesis studied the usability
aspect of an e-commerce website, and how good UX can facilitate an efortless online
customer journey. She is working with brand communications and is currently inter-
ested in consumer decision-making and web usability. Saima has previously worked as
a Communications Consultant for Republic of Communications Agency in Helsinki,
Finland.
Sachiko Scheuing (https://orcid.org/0000-0003-0976-2151) is the European Privacy
Ofcer for Acxiom, an IPG company and a global leader in marketing services. She
is currently serving her third term as the Co-Chairwoman of the Federation of Euro-
pean Direct and Marketing Association (FEDMA), based in Brussels. With more than
20 years’ experience in the feld of marketing intelligence, and as a former Chief
Analyst, Sachiko combines theoretical and practical experience of the Ad-tec industry
to manage Acxiom’s European government afairs and compliance. She also provides
national and European level advice to clients and colleagues on data protection and
privacy matters and also contributes articles to both trade magazines and academic
journals. Besides FEDMA, Sachiko is active in many European and global privacy and
marketing associations as well as think-tanks.
Stephen Singaraju (https://orcid.org/0000-0002-5386-3905) is a lecturer in Entrepre-
neurship and Marketing at La Trobe University, Australia, with a PhD degree from
Monash University, Australia. Prior to his academic career, Stephen worked for Mit-
subishi Material Corporation (MMC) in an industrial sales and marketing role. In
Chuo Senko, an international Japanese media and advertising agency headquartered
in Tokyo, he embarked on a wider brand building career in industries ranging from
Fast Moving Consumer Goods (FMCGs) to Automobile and Consumer Electronics.
Mika Skippari (https://orcid.org/0000-0001-6362-3203) is currently working as a
University Researcher in Marketing at the Jyväskylä University School of Business and
Economics. His current research interests are related to retail market entry strategies,
digital disruption and political marketing. His work has been published in journals
such as Industrial Marketing Management, International Review of Retail Distribution and
Consumer Research and Business & Society.
Thanh Tiet (https://orcid.org/0000-0002-9020-1054) completed her Digital Marketing
and Corporate Communication Master’s degree at the University of Jyväskylä School
of Business and Economics. Thanh is working as a digital marketing manager at Be
Group JSC, a Vietnamese ride-hailing startup. She is responsible for digital media activ-
ities related to brand building and acquiring new users for the business. Prior to joining
Be Group, she worked at top two global media agency groups, GroupM and Publicis,
for more than fve years. All in all, Thanh enjoys both practising digital marketing and
