Significance of Digital Technology in Transforming Marketing: Findings from a Qualitative Study
DOI:
https://doi.org/10.5281/zenodo.11365584Keywords:
marketing, digital transformation, customer engagement, market analytics, marketing skills, marketing organizationAbstract
Markets and society today depend heavily on digital technology, and digital transformation is quickly emerging as a major area of corporate innovation. But since digital transformation is so complicated, businesses are still unable to properly recognize and take advantage of its prospects. This research looks into how businesses are presently using digital technology. The essay examines how digital transformation affects traditional marketing, including its function, structure, and tools, as it has the potential to alter the conventional value-creation process, which is largely engaged in marketing. The research employed a qualitative methodology by conducting in-depth interviews with managers employed by several Italian enterprises. The findings indicate that businesses utilize digital technology extensively, even if they frequently fall within the category of conventional tools, and that businesses are more "digitalized" than "digitally transformed." Digital technologies have an influence on marketing by enhancing the capabilities of pricing, channel management, market analytics, and client connection building to facilitate value co-creation. Through the use of varied knowledge and cross-functional experiences, organizational processes are becoming more effective and adaptable, while professional abilities are enhanced in numerous ways. The primary challenges and dangers associated with implementing digital transformation are examined in relation to research and management consequences.
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