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such platforms. Similarly, the manifestation of these mediums has given rise to many variants of customer- rm interactions. However, the overall integration of digital and online media is not without challenges. These challenges are present in the DME and impact all customer- rm interactions. This study has explored the environmental elements to better understand what we know and what we would like to know.
A few learning emerge from this study. First, the availability of data and the analysis possible with the data are very encouraging. Marketers have capitalized on the data sources, put them to varied uses, and have generated good results for firms. However, the emergence of big data that is not backed by the required computing needs to draw meaningful insights is a cause for concern. This amounts to data sitting in data farms waiting to
be converted into meaningful results. In doing so, valuable resources are also lost. Further, firms must seek to bolster themselves with the required human resources to understand and convert the data to usable results.
Second, technology has grown leaps and bounds to bring in connectivity across countries, devices, and communities. However, given the sheer volume of technologies being used and the potential innovations that are in the pipeline, the challenges are aplenty.
For instance, the level of technical knowhow required to use the technology needs to be revisited and updated regularly. This creates challenges for rms that are planning their workforce to stay ahead of the competition. Further, technology upgrades impact product development and rms have to identify ways of keeping up with the change.
Finally, privacy and ethical concerns abound the DME. These data breaches have clearly demonstrated that we need to revisit our data protection methods. This involves rethinking the ways users and rms store and use information. For instance, the lack of a generally accepted way of collecting, storing, retrieving, and using information by rms impedes the intensity of customer- rm interactions. If customers were satis ed about data handling policies by rms, the initiative
to interact more would transpire into longer-lasting relationships. Similarly, when customers are certain about how to store and use their personal data, it would result in a more con dent user community that is forthcoming and engaging with rms.
To conclude, we are in the midst of exciting times that holds much promises and challenges. The DME is fertile in terms of innovative approaches to stay
connected. By paying careful attention to our future prospects, academicians and practitioners can nurture a collaborative setting that would stimulate innovation, advance learning, foster growth, and nurture profitability.
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