Digital Marketing has earned a somewhat bad reputation for invading digital privacy and other “annoying” practices. Though this reputation is partially well-deserved, digital marketing activities are not limited to advertising and spam e-mails. With the focus on needs, wants and interests of the customers, marketing function penetrates all the client-facing and product design roles in a modern organisation, and is highly relevant to service management in IT. In her keynote presentation, Elena shares some ideas and recent developments from digital marketing research that BCS SM-ITAM specialists my find useful.

Elena Shevchenko is a digital marketing researcher and educator with a special interest in online consumer engagement, and digital technology adoption in marketing. She has been teaching a range of marketing and business communication courses for universities in Dubai and the UK. Before moving into academia, Elena worked as a marketing professional in hospitality and higher education in Dubai.