Digital Marketing
eBook - ePub

Digital Marketing

Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust

  1. 176 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Digital Marketing

Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust

About this book

In the midst of a digital revolution that is redrawing the boundaries between consumers and businesses, loyalty is emerging as an increasingly complex strategic challenge. This volume explores the new frontiers of customer loyalty, where technology, data, and human relationships intertwine within a constantly evolving ecosystem. Combining academic rigor and managerial practicality, the book shows how loyalty programs are transforming from simple promotional tools into dynamic engagement platforms. From digital touchpoints to omnichannel strategies, from artificial intelligence to gamification, each chapter recounts the emergence of a new paradigm in which the customer is no longer a passive recipient but an active protagonist. Drawing on research conducted by SDA Bocconi' s Loyalty Promotion Monitor, the volume sheds light on the strategies adopted by leading retail players, highlighting how digital innovation is redefining the boundaries between physical and virtual experiences. Loyalty is no longer merely a points collection scheme, but a personalized journey that generates trust, value, and a sense of belonging.

Information

Publisher
EGEA Spa - Bocconi University Press
Year
2026
Topic
Business
eBook ISBN
9791281627840
Subtopic
Marketing Research
Index
Business

Table of contents

  1. Cover
  2. Description
  3. Biography
  4. Title
  5. Copyright
  6. Table of Contents
  7. Preface. Fabrizio Losa and Chiara Landini, TCC
  8. CHAPTER 1. OMNICHANNEL MARKETING: THE CLIENT IS AT THE HEART OF DISTRIBUTION. Sandro Castaldo and Monica Grosso
  9. CHAPTER 2. THE GREAT TRANSFORMATION OF RETAIL IN A FRAGILE SCENARIO. Emanuele Acconciamessa and Sandro Castaldo
  10. CHAPTER 3. DIGITAL TOUCHPOINTS FOR LOYALTY BUILDING. Alice Mantovani, Andrea Ciacci, and Generoso Branca
  11. CHAPTER 4. THE ENABLING FACTORS OF LOYALTY IN DIGITAL CONTEXTS. Alice Mantovani, Andrea Ciacci, and Generoso Branca
  12. CHAPTER 5. QUALITATIVE ANALYSIS OF LOYALTY AND TRUST IN THE CONTEXT OF DIGITAL TRANSFORMATION: METHODOLOGICAL PROFILES. Lara Penco and Ginevra Testa
  13. CHAPTER 6. LOYALTY IN THE CONTEXT OF DIGITAL TRANSFORMATION: PERSPECTIVES AND EVOLUTIONARY TRENDS EMERGING FROM INFORMANTS. Lara Penco and Ginevra Testa
  14. CHAPTER 7. THE STRATEGIC ADDED VALUE OF DIGITAL IN LOYALTY MANAGEMENT AN OVERVIEW OF NOTEWORTHY CASES. Antonella Pirro Ruggiero
  15. CHAPTER 8. DIGITAL AND LOYALTY: NEW CAMPAIGNS FOR CURRENT SHOPPERS AND RETAILERS. Generoso Branca, Andrea Ciacci, Damien Katris and Alexandro Ezan
  16. CHAPTER 9. CONCLUSIONS AND MANAGERIAL IMPLICATIONS. Emanuele Acconciamessa, Generoso Branca, Sandro Castaldo, Andrea Ciacci, Monica Grosso, Alice Mantovani, Lara Penco, Antonella Pirro Ruggiero and Ginevra Testa
  17. REFERENCES
  18. AUTHORS

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