Digital Marketing & Innovation SIG
Digital Marketing and Innovation SIG
SIG Co-Chair
Dr Anabel Gutierrez, Royal Holloway University of London
SIG Co-Chair
Dr Bhavini Desai, Regent’s University London
SIG Co-Chair
Dr Hatice Kizgin, University of Twente
SIG Co-Chair
Dr Delia Vazquez, University of Manchester
In a world where technology is rapidly converging and evolving, the digital ecosystem has become increasingly complex. As of 2020, the volume of data generated and captured reached a staggering 64.2 zettabytes, with projections suggesting that this figure will surge to over 180 zettabytes by 2025. This explosion of data is reshaping business practices and fundamentally altering how we interact in modern society.
The rise of digital transformations is driving an urgent demand for advanced analytics skills across all business domains, with marketing at the forefront of this evolution. Digital marketing harnesses the power of data analytics to personalize consumer experiences and foster meaningful interactions between organizations and their audiences. However, balancing data-driven insights with stringent data privacy and protection regulations remains a critical challenge.
The Digital Marketing and Innovation SIG recognises the importance of embracing a responsible approach to innovation. As technologies such as AI, NFTs, robotics, virtual/augmented/mixed reality, and quantum computing continue to advance and converge, they create new data ecosystems and spark intense debates about their future impacts. The potential of autonomous systems and metaverse environments, among other innovations, raises important questions about their effects on individuals, businesses, and society.
Our SIG seeks to be a dynamic hub for academics and digital marketing practitioners dedicated to navigating this evolving landscape. We focus on fostering a sustainable, data-driven approach that aligns with the needs of the modern digital economy. Join us to engage with cutting-edge research, share best practices, and shape the future of digital marketing and innovation.
SIG membership is open to members and non-members of the Academy of Marketing.
Follow us on Twitter @DMAnalytics_SIG to keep up to date with our activities, or contact us via email:
Anabel Gutierrez: [email protected]
Bhavini Desai: [email protected]
Hatice Kizgin: [email protected]
Delia Vazquez: [email protected]