New digital product development within the advertising industry: Lessons and Implications

This article discusses the development process of the new digital product within the advertising sector and its implications on daily business operations. There is evidence that the development of new non-digital product and new digital product differs with regard to specific phases undertaken throughout the whole process. The article visualizes different stages of the process, elaborates the difference between the product types, and discusses the application of the service to the Danish market. It is based on the research project carried out by Dominika Tyliszczak as part of her Master thesis at Aalborg University, supervised by Prof. Romeo V. Turcan. The study was conducted as an in-depth case study analysis of new digital product development at Cheetah Digital. The study findings are particularly applicable to the advertising industry, especially when talking about companies offering email, SMS, push, and loyalty services.