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Unformatted text preview: Marketing of the 21st Century
Marketing Science Institute Research priorities 2016-2020
through the lens of the future marketer
Student Essays from the Master Advanced Topics in Digital Marketing
Class September 2016, University of Twente (NL)
Volume 1
Editors
Efthymios Constantinides PhD
Sjoerd de Vries PhD
Faculty of Behavioral, Management & Social Sciences
University of Twente
The Netherlands January 2017 Developing Digital Marketing Strategies for the Future
Principles and Foundations
In the very first edition of Kotler’s benchmark Marketing Management textbook from 1967 the
Marketing Management was described as “…the study of how business can best adapt resources and
objectives to outside opportunities”. Almost 50 years later while the tenets of this definition
remained basically unchanged, the business resources, objectives and outside opportunities have little
in common with those of the 60s: political, socio-demographic, economic, environmental but mainly
technological developments around Information and Communication (ICT) have drastically
transformed the marketing practice, the businesses and the consumers.
The emergence of the commercial Internet about 25 years ago marked the beginning of substantial
changes in the Marketing Management practice but also in consumer behavior. Technology became
the main disrupting factor not only because it provided new tools and ways to address various
problems but mainly because it became ubiquitous and available not only to marketers abut also to
customers.
The first wave of the commercial Internet in the 90s, also known as Web 1.0 or “broadcasting” Internet,
gave to customers a number of unique advantages and empowerment: almost unlimited information
and access to may alternative options on global scale. The second wave of the Internet at the
beginning of the 21st century, also known as Web 2.0 or “interactive” Internet, gave customers new and
unlimited and ubiquitous connectivity options through social networking and mobile computing; next to
this the development of a new generation of applications gave consumers access to new forms of
information and new forms of interactions and transactions.
The most interesting result of the technology explosion and easy access to it by consumers is the
disruption of the market and the marketing practice. The customer today is an empowered customer,
and in control of the interactive online media, content and communication process. The power
of the traditional marketing tools and communication is diminishing and the customer has little trust
to the corporate message and brand.
Technology is changing the context of and practice of marketing: marketers are increasingly forced to
operate in a complex and changing world where they do not have any more the full control of the
media and the message. Customer behavior is also changing: the customer is losing trust and
becomes much more critical, smart, well informed and proactive than ever before. The online/
digital marketing domain is growing rapidly at the cost of the traditional marketing domain and
the fast increasing volume of data from customer interactions, transactions and online social
activity presents marketers with new challenges. New knowledge, new skills and new approaches
are required by today and future marketers not only for understanding the changing and
technology-enabled
marketing
environment
but
also
for
comprehending
and
communicating with the new customer. The Marketing becomes increasingly digital and continuous
technological developments present marketers with new challenges and opportunities:
Mobile marketing, Internet of Things, Analytics, Big Data, 3D printing, cloud computing, Artificial
Intelligence, Consumer Neuroscience / Neuromarketing are some of the most interesting and
Marketing of the 21st Century
University of Twente 2 challenging domains where the future marketer are expected to must be able to function and deliver.
On academic level there is a growing interest in many of these new areas and domains. Yet academic
research and teaching are not always in the forefront of developments, mainly in such complex and fast
changing conditions. The need for a new generation of marketers is growing and institutions like the MSI
are playing an important role in setting the future research and educational agenda.
In the University of Twente we have set a course of becoming a leading educational and research hub
for the digital marketer of the future. In that respect we develop challenging and engaging programs for
our students trying to bring them in touch with the state of the art in research and practice. This volume
is a reflection of this effort presenting essays written by our Master students following the elective
course Advanced Topics in Digital Marketing during the academic year 2016-2017. As part of the course
program students were free to choose a topic for their individual essay, selecting a theme from the
topics of the MSI Research Priorities 2016 – 2018 1. The essays had to be written in a short period of
time (six weeks); the methodology used was that of a critical literature review. The topics chosen
reflect the areas where our students as future marketers would like to focus their attention and for
many of them this exercise was a warming up for choosing a topic for their Master thesis.
Four out of the five MSI research priority categories have been addressed in this volume; most popular
topic the theme is nr. 2 “Delivering integrated, real time, relevant experiences in context”
with fifteen essays followed by theme nr. 3 “Making sense of changing decision process(es)” with
thirteen essays and nr. 4 “New Data, new Methods, and new skills – how to bring it all together”
with twelve essays.
Presenting you this first volume of the essays from the class of September 2016 we are proud of the
work of our students.
The essays have undergone a minimum of editorial intervention and therefore present the original
opinions and findings of the authors; in this sense they should not been considered as mature scientific
publications but rather as state-of-the-art literature review studies on research and practice in a
number of issues that will shape the future of the Marketing field, from the perspective of the future
marketer. Such work is essential in developing Marketing strategies and tactics and understanding
the changes in the field while providing several topics that could become the basis for education and
future research projects.
Efthymios Constantinides PhD, Assistant Professor Digital Marketing
Department of Entrepreneurship, Strategy, innovation, International Management and Marketing
Sjoerd de Vries PhD, Assistant Professor Marketing Communications
Department of Communication Science
Faculty of Behavioral, Management & Social Sciences
University of Twente
The Netherlands February 2017
1 MSI Research Priorities 2016 – 2018 Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted, provided that copies are not made or distributed for profit or commercial advantage and that copies
bear the full citation of this volume. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission from the editors.
Copyright 2017, University of Twente, Faculty of Behavioral, Management and Social sciences. 3 INDEX
Topic 1: Quantitative models to understand causality, levers,
and influence in a complex world Page 6 1. Big Data Quality: Issues with Reliability and Validity, Ate Otten Pages 7-13 Topic 2: Delivering integrated, real-time, relevant experiences
in context Page 14 1. Brand and product awareness in a post-TV advertising world, Bo Verhoef Pages 15-20 2. Importance of customer experience and online decision making, Bram Bolscher Pages 21-29 3. Brand awareness in a digital society: A literature review on the challenges and future directions for generating
brand awareness, Carmen Ziel
Pages 30 -37
4. From Interruption to Interaction: Inspiration as a New Marketing Discipline?, Ellen Nathues Pages 38-48 5. What are the opportunities of implementing marketing strategies on social media to reach consumers and to
increase brand awareness?, Inga Adels
Pages 49-54
6. To what extend can neuromarketing influence the control of consumer information? Jelle Krooshof Pages 50-59
7. New Marketing: Brand Awareness and the Cool Kids, Kristin Loos Pages 60-68 8. Understanding the Customer in the Decision-making Process: Building up Loyalty through Interaction,
Engagement and Adaption, Laurian Essenstam
Pages 69-74
Literature review based on the usability of personalized content in improving e-satisfaction, Lender
9. Rotshuizen
Pages 75-82
10. Marketing to Gen Y and Gen Z: Insights on consumer behavior and loyalty, Marie-Theres Riegler Pages 83-91
11. Brand Awareness 2.0: Does customized content replace TV-Advertisements as main driver for brand awareness
in the digital age?, Mery-Jo Kersten
Pages 92-99
12. Privacy concern and the efficacy digital channels - when too much consumer data scares off the consumer in
the age of Big Data, Paulina Gueorguieva
Pages 100-112
13. The fine line between privacy and promotion: Critical literature review discussing the relation between digital
marketing and privacy threats, R.H.M. Berendsen
Pages 113-119
14. Decision-Making Process, Alina Stankevich Pages 120-128 15. Saving the High Street: How retailers can successfully integrate channels to offer consumers a seamless
experience throughout the customer journey, Kirsten van Beuzekom
Pages 129-136 Marketing of the 21st Century
University of Twente 4 Topic 3: Making sense of changing decision process(es)
1. Privacy versus personalization in the “Big Brother is watching you” era, Dewi Moester Page 137
Pages 138-145 2. The Trade-Off between Consumer Privacy and Web Based Advertisement: a Descriptive Model, Elke Rödel P 146-151
3. Using Affect to Affect: The use of emotions in creating digital tourism experience to increase social media
sharing, Hanna Krisviana
Pages 152-161
4. The personalization-privacy trade-off: how will it change in the future?, Jelmer Pepping Pages 162-166 5. Digital Distraction: A Case Study, Joost de Graaf Pages 176-172 6. Balancing between the use and collection of data and privacy of the people: new technologies and old laws,
Jorieke Heerink
Pages 173-180
7. Methods of assessing emotions in user experience, Manoux Klaassen Pages 181-186 8. Two Sides of a Coin: The Benefits of Personalized Marketing versus the Downsides of Privacy Concerns, Nikki
Knippers
Pages 187-195
9. How does Engaging in Technology change Consumers? The Influence on Emotions, Decision Making, and
Behavior, Niklas Weber
Pages 196-204
10. The trade-off between privacy concerns and the benefits of personalization, S. den Braber Pages 205-215 11. The Influence of Wearable Devices on Purchase Uncertainty Reduction in the Consumer Decision Making
Process, Teun Koldeweij
Pages 216-223
12. The implications of the digital revolution on the young generations and future digital marketing, Marlin
Bloemberg
Pages 224-230
13. A changing decision making process: understanding the influence of culture, generational- and life stage
differences, Tolga Tekbasan
Pages 231-235 Marketing of the 21st Century
University of Twente 5 Topic 4: New data, new methods, and new skills — how to bring it all
together? Page 236 1. Social Media and User Addiction: Facts and Possible Solutions, Christine Anna Marie Lohmann Pages 237-253
2. Cognitive computing: Using cognitive systems to gain value out of big data, Antoine Biemans Pages 254-260 3. How can firms use big data analytics (BDA) to make better decisions in the future, and what are their
challenges?, Bram Roeleveld
Pages 261-268
4. At the junction between Marketing and Neuroscience: combine or part?, C-m. L. Klaus Pages 269-275 5. Influence of Social Media use on individuals’ stress and efficiency, Hanna Dinkelbach Pages 276-280 6. Big Data – Being data rich, but insight poor? Opportunities and challenges of Big Data,
Mario Patrick Schwery Pages 281-288 7. ‘The Dark Side of Social Media’: What is the addiction to Social Media and how does Social Media on smart
phones and the Fear of Missing Out influence the addiction to Social Media? Mieke Martens
Pages 289 -297
8. The Dark Side of Social Media A study of Cyber Violence: An Asian Perspective, Qunying Liu Pages 298-307 9. The Future of Cognitive Computing in Marketing Areas, Stefano M. Di Matola Pages 308-311 10. New approaches and sources of data – what are the roles of neuroscience, artificial intelligence, cognitive
computing, machine learning? Tabea Sippel
Pages 312-319
11. The Role of Social Media Choice and Use on Online Engagement: Nonprofit and Non-governmental Profiles,
Vanessa Vieira dos Santos
Page 320-307
12 .The role of EEG as a source of customers’ neural information for Neuromarketing, Ferhat Celik Pages 308-330 Marketing of the 21st Century
University of Twente 6 Topic 1
Quantitative models to understand causality, levers, and influence in a
complex world Marketing of the 21st Century
University of Twente 7 Big Data Quality: Issues with Reliability and Validity
Ate Otten
University of Twente
P.O. Box 217, 7500AE Enschede
The Netherlands
Email: [email protected] ABSTRACT The goal of this study was to critically review the current state-of-the-art literate concerning big data quality,
reliability, and validity, and to discover the current trends and gaps in the research current being done on these
subjects. A total of 20 articles were reviewed. Two main themes emerged, quality assessment and error
checking, and quality improvement, with topics varying from universal data quality assessment systems to
algorithms for error detection and data cleansing, some of which are very specific, due to the variety and veracity
characteristics of big data. Universal data quality improvement are developed, which can be equipped with
diverse algorithms based on the user’s needs. There is much attention to combining efficiency with
effectiveness, with resource consumption in mind. A standard for big data quality is missing and should be
developed. Furthermore, limited attention is given to the combination of computational and human methods to
improve data quality. Keywords big data, cleansing, filtering, reliability, quality, validity, error MSI Topic nr.1: Quantitative models to understand causality, levers, and influence in a
complex world
The author’s view: Why this topic?
Today’s capability of data generation is extraordinary and big data is everywhere. However, not all data is
necessarily ‘true’ and this fact is sometimes forgotten. Before any knowledge can be derived from big data, it
is imperative that one pays attention to its quality and checks for possible errors. Marketing of the 21st Century
University of Twente 8 1. INTRODUCTION
One of the hot topics in today’s marketing and ICT world is ‘Big
Data’. According to IBM 2.5 quintillion bytes, or 2.5 exabytes,
of data is created every day (IBM, n.d.). McAfee and
Brynjolfsson (2012) report the same amounts of data being
created every day, and claim that number is doubling every 40
months or so, since 2012. To put the amount of data into
perspective, a petabyte is equivalent to about 20 million filing
cabinets’ worth of text, and an exabyte is 1.000 times bigger. As
a result of these enormous amounts of data creation, IBM (n.d.)
reported that 90% of the data in the world today is created in the
last two years, with sources ranging from sensors for climate
information to social media, and online purchasing records. In an
interview with CNBC (2012), Ann Winblad, investor in Silicon
Valley, outlines the potential value of big data, as she says that
“data is the new oil.”
All this data available for business analysts and researchers to
use seems like a utopia, however, Regalado (2013) states that
99.5% of newly created digital data never gets analysed. One of
the reasons for this mind-blowing number could be explained by
some of the problems with big data. Curzzocrea, Song, and Davis
(2011) created an overview of some of the problems of analysing
big data; data source heterogeneity and incongruence, strongly
unstructured nature of data source, scalability, and filtering-out
uncorrelated data to name a few. Wu, Zhu, Wu, and Ding (2014)
introduce the HACE theorem, stating that “Big Data starts with
large-volume, heterogeneous, autonomous sources with
distributed de decentralized control, and seeks to explore
complex and evolving relationships among data.” and as a result,
it is extremely difficult to discover useful information from big
data. An example to illustrate the problems with big data is
Google Flu Trends, which overestimated flu prevalence and
predictions of doctor visits for influenza-like illness, and on the
other hand, missed several flue seasons (Lazer, Kennedy, &
Vespignani, 2014).
To improve the analytics performed on big data, it is necessary
to sift through the data and keep only the information that is
useful (Curzzocrea et al., 2011; Katal, Wazid, & Goudar, 2013).
This is the motivation of choosing big data cleansing as a subject
for this paper, as the quality of both academic research and
business analytics can be significantly higher, by making sure
only relevant data is used and all other extraneous data
eliminated. The importance of big data cleansing is also outlined
by MSI (2016), which presents big data cleansing as a research
priority topic, and thus additional research is required. Fan and
Bifet (2013) also underline the importance of additional research
on big data cleansing, as this will help dealing with the challenges
of compression and hidden big data. Furthermore, Fan, Han, and
Liu (2014) talk about the noisy data challenge, where big data
has a lot of noise (i.e. measurement errors, outliers, and missing
values), and the importance of separating the noise from the
useful data.
But how can one make the distinction between relevant and
irrelevant data (noise) in an effective and efficient way? Or,
differently put, how does one tackle the validity and reliability
issues that come with big data?
In order to address these issues, this paper will critically review
the current state-of-the-art literature about big data cleansing,
reliability and validity, and quality, and will present and
summarize the various opinions, findings, and conclusions that
are found. In order to do so, a research problem and question
must be formulated. The research problem is: “big data contains
significant reliability and validity issues, reducing the quality of
useful knowledge obtained from big data”. With this research
problem, a research question can be designed to provide an answer to solve this problem: “What methods are currently
available for improving the reliability and validity in big data?”
The conclusions of this paper will help future researchers by
providing an overview of the current methods and relating
conclusions regarding big data cleansing, and help them identify
areas that need additional research, supported by the suggestions
for future research made in this paper.
The practical impact of this paper is that it provides an overview
for relevant business analysts to see what the current state-of-art
knowledge is about big data cleansing and perhaps apply gained
insights onto their situation. 2. METHODOLOGY
2.1 Design Since this paper will be a critical literature review, the
methodology is partially based on Jesson and Lacey (2006).The
goal of this paper was to create an overview of the current stateof-the-art literature on big data reliability and validity. Normally,
the quality of the found articles will be checked based on several
factors, including number of citations, impact factor, journal
reputation, and publication date. However, since the goal was to
find state-of-the-art literature, the criteria is based on publication
date and ...
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