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The signs in the digital customer experience industry have been clear for years now: marketers and those charged with creating digital experiences recognize that customers and prospects navigate brands digitally outside of websites. No argument here. And the analysts have been clear too: No more âwebâ content management labels for software that builds and manages websites. Are brands themselves abandoning websites? From the looks of things, not even close.
Case in point: The CMO Survey found most companies made investments in the performance of their digital marketing over the past year in optimizing their company website: 73.8%. That was ahead of digital media and search (65%), direct digital marketing (57.3%), data analytics (56.5%) and marketing technology systems or platforms (53.8%).
Newly published research contained in the Special Issue of the
Journal of Marketing features fourteen global author teams focused on the topic of Better Marketing for a Better World. Edited by Rajesh Chandy (London Business School), Gita Johar (Columbia University), Christine Moorman (Duke University), and John Roberts (University of New South Wales), this Special Issue brings together wide-ranging research to assess, illuminate, and debate whether, when, and how marketing contributes to a better world.
The Special Issue is built on the thesis that marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. It calls for a renewed focus by marketing scholars on how marketing can contribute to a better world and argues that scholars should examine the impact of marketing on outcomes beyond just what is good for the financial performance of firms. Better Marketing for a Better World emphasizes marketing s role in enhancing the
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