Digitalisation Impacting Marketing Strategies and Practices
DOI:
https://doi.org/10.12725/ujbm.64.1Keywords:
Artificial Intelligence, Social Media Marketing, Augmented Reality, Digital Content Management, Mobile Marketing, Chatbots, Conversation AIAbstract
Digitalization through social media and the internet has altered the way marketers market their offerings and attract their customers and also the way consumers act, attend, buy and use the offerings and communications of the companies. Digitalization have revolutionized the marketing arena giving the organisations hordes of avenues and opportunities to lowers costs, raises brand awareness, and boosts sales. This article presents an insight into the impact of digitalization over the marketing strategies and practices. The study highlights the advent and role of advanced digital technologies like artificial intelligence, marketing using augmented reality, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth, and related ethical concerns. The study evaluates how digital revolution affects businesses that employ digital marketing.
References
• Cham, T H. et al. (2022). Digitalization and its impact on contemporary marketing strategies and practices. Journal of Market Anal, 10, 103–105. doi:https://doi.org/10.1057/s41270-022-00167-6
• Cham, T.H. et al. (2022). Marketing and social influences, hospital branding, and medical tourists’ behavioural intention: Before-and after-service consumption perspective. International Journal of Tourism Research, 24 (1), 140–157.
• Cheah, J.H. et al. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour inomnichannel retailing. Journal of Retailing and Consumer Services, 65. doi:10.1016/j.jretconser.2020.102242
• Conlin, B. (2023, April). 10 Tech Trends That Will Influence Your Marketing Strategies. Retrieved from https://www.businessnewsdaily.com/8564-future-of-marketing.html
• Grewal, D et al. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48 (1), 1–8.
• Jaiwant, S. V. (2022). Artificial Intelligence and Personalized Banking. In Handbook of Research on Innovative Management Using AI in Industry 5.0 (pp. 74-87). IGI GLobal. doi:10.4018/978-1-7998-8497-2.ch005
• Jaiwant, S. V. (2023). The Changing Role of Marketing: Industry 5.0 the Game Changer. In Transformation for Sustainable Business and Management Practices: Exploring the Spectrum of Industry 5.0 (pp. 187-202). Emerald Publishing Limited. doi:https://doi.org/10.1108/978-1-80262-277-520231014
• Lim, X.J. et al. . (2022). Does retail type matter? Consumer responses to channel integrationin omni-channel retailing. Journal of Retailing and Consumer Services .
• Lim, X.J., et al. (2021). The effects of anthropomorphism presence and the marketing mix haveon retail app continuance use intention. . Technological Forecasting and Social Change .
• Matarazzo, M. et al. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123: 642–656.
• Sestino, A. et al. (2020). Internet of Things and Big Data as enablers for business digitalization strategies. Technovation .
• Steinhoff, L. and Palmatier, R.W. (2021). Commentary: Opportunities and challenges of technology in relationship marketing. Australasian Marketing Journal, 29 (2), 111–117.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Sunanda Jaiwant Vincent
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
