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The future of digital technologies in marketing: A conceptual framework and an overview

Author

Listed:
  • Kirk Plangger

    (King’s College London)

  • Dhruv Grewal

    (Babson College
    University of Bath)

  • Ko Ruyter

    (King’s College London)

  • Catherine Tucker

    (MIT Sloan School of Management, Massachusetts Institute of Technology)

Abstract

Digital technologies are key to achieving competitive advantage across marketing and retailing contexts. At the same time, marketing managers are confronted with a variety of challenges surrounding the strategic use of these technologies and the need to re-think their digital strategies. Importantly, managers need to develop a deeper understanding of consumer attitudes towards and engagement with (or lack thereof) digital technologies. Marketing strategists can benefit from academic marketing’s thought leadership to learn how they can transform these challenges into strategic opportunities for competitive advantage. This can lead to technological innovations that create customer, firm, and societal value. Some of these benefits are described in the articles that make up this special issue. We propose a framework that focuses on the role of strategic resources used by managers to develop and deliver on the promise of digital technologies. Then, we report insights from 16 boardroom interviews with senior marketing managers resulting in three broad themes: decentralized marketing, metamodern customer experiences, and marketing mechanization. We close with a research agenda to motivate additional thought-leading research in this fast-growing area.

Suggested Citation

  • Kirk Plangger & Dhruv Grewal & Ko Ruyter & Catherine Tucker, 2022. "The future of digital technologies in marketing: A conceptual framework and an overview," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1125-1134, November.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:6:d:10.1007_s11747-022-00906-2
    DOI: 10.1007/s11747-022-00906-2
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    References listed on IDEAS

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    1. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
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    2. Kamaal Allil, 2024. "Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 142-168, June.
    3. Pappas, Alec & Fumagalli, Elena & Rouziou, Maria & Bolander, Willy, 2023. "More than Machines: The Role of the Future Retail Salesperson in Enhancing the Customer Experience," Journal of Retailing, Elsevier, vol. 99(4), pages 518-531.
    4. Morgan M. Bryant & Jen Riley & Tiffanie Turner-Henderson & Dexter Purnell, 2024. "Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 169-181, June.

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