UM Star Lecture – Words & Digital Disruption are changing Marketing

UM Star Lecture in Cologne

It is Only Words, Or is It? How Digital Disruption is Changing Marketing

Digital marketing and especially social media are rapidly evolving into strategic marketing communication priorities for most firms in most industries worldwide. The importance of internet advertising is growing ever faster and will probably overtake TV advertising by the end of this year. Social media content on Facebook, Twitter and Instagram is characterized predominantly by user-generated content (UGC). The impact of UGC is underlined by the fact that customers trust their fellow customers more than traditional marketing communications. However, UGC mainly consists of unstructured data, such as text (reviews, blogs, posts and tweets), and increasingly, pictures and video. As a result, new analysis tools based on “Big Data” analytics are required to provide novel and actionable insights into social media and UGC for marketing practitioners. Prof. Dr. Wetzels will focus in his star lecture on the findings and managerial implications of a research stream at the School of Business and Economics which focuses on the potential impact of digital disruption on marketing using novel analysis tools from “Big Data” analytics. He is currently research theme leader for the SBE research theme Data-Driven Decision-Making (D3M).

 

 

 

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