![]() In this article, we introduce the notion of consumer digital signals-tangible and intangible interactions between consumers and the firm that may be observable or unobservable to firms-as indicators of consumer interests, preferences, and activities during their journey. Ultimately, obtaining a dynamic view of the customer across known and unknown interactions may help firms increase sales, improve customer satisfaction, and grow customer lifetime value (Oracle, 2018). While firms invest in technology for various marketing purposes, the potential returns on their investments hinge on understanding how technologies can be used to better manage the customer journey. For example, $50 billion is projected to be spent on marketing technologies globally by 2023 (Forrester, 2019). Many of these changes are driven by technological investments in novel marketing opportunities. The development and deployment of new technologies Footnote 1 are radically changing how consumers search for information, evaluate products and services, make purchase decisions, and share their experiences with others. We conclude with a research agenda that focuses on consumers, firms, and regulators. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We posit that this difference in consumers’ willingness to emit observable signals may hinge on the strength of their relationship with the firm. ![]() While some consumers’ desire for privacy can restrict the opportunities technology provides marketers, other consumers’ desire for personalization can encourage the use of technology to inform marketing efforts. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. ![]() ![]() Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. ![]()
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