Digital Factory of the Incumbent: Software of the Mind

Technological changes have reshaped customer value, making management of the polysemic nature of customer value increasingly important. The playing field is defined by customers using various shopping channels for different reasons. The digital factory of the incumbent can be simplified by structuring metathemes, in order to grasp a definite space of measurements for digital practitioners. Digital innovation in retail is defined by managing customer motivations (utilitarian, hedonic, and social), choosing the corporate digital mode (heterogeneity, generativity, convergence, digital materiality, pace, and locus), and fusing findings with the right technological standards. Smart Insights provides actionable marketing advice for digital marketing strategy and planning, content marketing, email marketing and automation, digital experience management, Google Analytics, marketing campaign planning, marketing strategy and planning, and paid media.