Heikki Karjaluoto - Böcker

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers.Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers.Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.

Blockchain, metaverse, and digital payment technologies, collectively called digital ecosystem, have received much attention from academia, regulators, and industry alike. However, their usage across various sub-sectors of the economy and industry is slow, and deployment is still largely experimental. Due to its secure nature, many industrial players including banking and payment firms are looking for ways on using blockchain to develop consumer confidence and trust in the digital payments for wider adoptability and use.This book provides an in-depth and relevant overview of the main theories, frameworks, technologies and innovations, institutional structures or regulations (GDPR, PSD2), and empirical research that investigates users’ perspectives on blockchain technologies, metaverse, and digital payments. With chapters from international contributors, the book presents historical and contemporary developments, innovations, laws and legislation, research, and analysis using qualitative, quantitative, and mixed-method approaches to the adoption and continuous usage of these technologies and platforms.This timely collection offers valuable insights and empirical findings for bank executives, regulators, payment associations (VISA, MasterCard, etc.), policymakers, FinTech, BigTech, and start-up leaders who express interest in blockchain, metaverse, digital payments, as well as academia and researchers in the fields of business management, digital economy, digital technologies, and digital marketing.

Blockchain, metaverse, and digital payment technologies, collectively called digital ecosystem, have received much attention from academia, regulators, and industry alike. However, their usage across various sub-sectors of the economy and industry is slow, and deployment is still largely experimental. Due to its secure nature, many industrial players including banking and payment firms are looking for ways on using blockchain to develop consumer confidence and trust in the digital payments for wider adoptability and use.This book provides an in-depth and relevant overview of the main theories, frameworks, technologies and innovations, institutional structures or regulations (GDPR, PSD2), and empirical research that investigates users’ perspectives on blockchain technologies, metaverse, and digital payments. With chapters from international contributors, the book presents historical and contemporary developments, innovations, laws and legislation, research, and analysis using qualitative, quantitative, and mixed-method approaches to the adoption and continuous usage of these technologies and platforms.This timely collection offers valuable insights and empirical findings for bank executives, regulators, payment associations (VISA, MasterCard, etc.), policymakers, FinTech, BigTech, and start-up leaders who express interest in blockchain, metaverse, digital payments, as well as academia and researchers in the fields of business management, digital economy, digital technologies, and digital marketing.

This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.

This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.

In response to the unprecedented emergence of the fourth wave of digital marketing, this timely book explores how the ascension of artificial intelligence and the disappearance of cookies are the biggest drivers and enablers of change in this fast-moving industry.Combining the expertise of practitioners from digital agencies with leading researchers and academics, chapters explore how the changes brought about by AI should be considered in strategy, and the best way to build a sustainable competitive advantage. Introducing the MVG (Market-Value-Growth)-MRACE® model, Niko Lahtinen, Kimmo Pulkka, Pasi Viinamäki, Joel Mero and Heikki Karjaluoto provide a step-by-step guide on how to plan and implement digital marketing. They equip readers with the tools to ensure they employ marketing in a way that goes beyond short-sighted campaigning to focus on building long-term demand and customer flow.Digital Marketing and Artificial Intelligence is a crucial resource for students and academics of digital marketing, as well as disruptive technologies and AI. The discussion and insights covered will be of use for all marketing and sales professionals who want to understand the opportunities and challenges of AI and build a sustainable marketing future.