'Uberization' of Customer Needs With Data Analytics: How Marketing Strategy 'Lifts' Products Innovation?

Abstract

An unprecedented explosion of innovation in the areas of big data, cloud computing, artificial intelligence, robotics, block-chains, self-driving cars, and mobile services has made changes permanent with higher customer expectations and growing switching loyalty to new products and services. The central question addressed by the study is how the digital fragmentation is disrupting the global business environment for new product growth, customer experiences and marketing innovation in supporting marketing decisions. This study used qualitative content analysis methodology and relied on recent marketing research articles, case studies, and digital analytics surveys. The findings of the study contribute to the evolving discussion on how the innovative digital globalization powered by free-flowing data with evolving customer experiences is giving way to the success of the new product. The final sections provide directions for future digital innovation, the customer experience research and product marketing success, with significant implications for academicians, practitioners, and policymakers.

Keywords: Big Data, Customer Experience, Customer Needs, Digital Innovation, Marketing Analytics, Product Marketing Strategy

JEL Classification: M31