Digital Customer Engagement
Digital technologies have transformed the way we research, evaluate, buy and use products and services. The purchase funnel is no longer linear. Customers learn about new products and services through online research, from a variety of marketing touch points, and from other consumers. Manufacturers and service providers engage customers to co-create products, experiences, and brand meaning. Marketers engage customers via multi-channel campaigns that meet them wherever they happen to be on the web.
The Digital Business Institute supports research related to multi-channel digital engagement strategies that engage customers prior to purchase, encourage and facilitate purchase and build ongoing and long-lasting relationships with customers post-purchase.
Sponsored Faculty Research – Digital Privacy
COPPAcalypse? The Youtube Settlement’s Impact on Kids Content, Garrett Johnson, Tesary Lin, James C. Cooper, Liang Zhong
As privacy regulations like GDPR and CCPA reshape the digital advertising landscape, the industry is shifting towards privacy-enhancing ad technologies (PEAT) to balance relevant advertising with consumer privacy. The Digital Business Institute is proud to support this important research.
Featured Research
Unearthing Privacy-Enhancing Ad Technologies (PEAT): The Adoption of Google’s Privacy Sandbox, Garrett Johnson, October 2024
Privacy-Enhanced versus Traditional Retargeting: Ad Effectiveness in an Industry-Wide Field Experiment, Shunto Kobayashi, Garrett Johnson, Zhengrong Gu, September 2024
