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Marketing activities play a central role in delivering value to both customers and shareholders and it is evident that digital technology plays a significant part in this. Technology allows marketers to collect, manage and analyse vast amounts of real-time data on customers that drives strategic marketing decisions and builds customer insight. This insight can also drive communications and here technology also allows marketers to get much closer to customers than ever before, engaging and co-creating with them in a relational and interactive manner through social media tools. Combined, the use of technology in both data and communications represents an extremely powerful approach to marketing.

The underpinning of AM2012 is that marketing research has yet to fully catch this technology wave. Where are the conceptual models that fit this reality? Where is the academic research that makes sense of this digital tidal wave?

We encourage submissions of papers that consider the undoubtedly disruptive role that technology is having on marketing, in an effort to bring theory closer to practice. In practice, technology is driving marketing in areas such as social media, search engine marketing, customer insight and web analytics to name but a few. We need to catch up to ensure that technology is only ever an enabler of underlying marketing principles, not the driver of marketing actions.

The AM2012 Conference Committee invites submission of competitive papers, working papers and posters for the 2012 Conference. All papers must be submitted electronically via the online submissions facility, before the deadline of Friday 30th December 2011.

Please note that the theme of the special issue of the Journal of Marketing Management related to the conference will also be ‘Marketing: catching the technology wave’.

We look forward to seeing you in Southampton. In the meantime here is how to get in touch and engage with us:

Email: AM2012@southampton.ac.uk
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