Advancing research in digital and social media marketing

Abstract

ABSTRACT This article takes a quasi-historical perspective on digital and social media marketing. It traces digital marketing from its roots in direct and interactive marketing to the present day. The article suggests a broad view of digital marketing to encompass customer co-creation and engagement. From there, the article outlines the challenges to practitioners from the proliferation of marketing technologies. Finally, the article reviews research directions suggested for digital marketing and posits the learning organization and value creation as a way to integrate digital marketing research.