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An emerging future for digital marketing: From products and services to sequenced solutions

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  • Gensler, Sonja
  • Rangaswamy, Arvind

Abstract

This paper highlights key developments in digital marketing since 1990, emphasizing the shift from static interactions to dynamic, data-driven ecosystems. While significant research on digital marketing has focused on the promotion and distribution aspects, the “Product” component of the 4P framework remains underexplored. Addressing this gap, the paper examines how digital technologies are transforming products and services, merging them into a “phygital” realm where physical and digital experiences seamlessly integrate. This has led to the rise of sequenced solutions—tailored offerings that combine products and services in a timely manner to achieve higher consumer goals, like well-being. Such solutions require companies to adopt customer-centric, proactive approaches using real-time data and advanced technologies. The paper discusses challenges in adopting a solutions-oriented mindset, emphasizing cross-company and cross-industry collaboration. It concludes by exploring the transformative potential of sequenced solutions and calls for further research to address critical challenges in this evolving field.

Suggested Citation

  • Gensler, Sonja & Rangaswamy, Arvind, 2025. "An emerging future for digital marketing: From products and services to sequenced solutions," Journal of Business Research, Elsevier, vol. 190(C).
    • Handle: RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000530
    DOI: 10.1016/j.jbusres.2025.115230
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