Impact of digital technologies
Emerging new digital technologies are constantly changing the environment, the marketing mix elements and the value creation. Marketing strategy in this dynamic, constantly changing environment and marketing capabilities is a roadmap that a company needs to have, to keep one step ahead of competition as it serves its customers.
So, this is the digital ecosystem within which today’s customers are living – becoming aware of products and services, considering and evaluating their options, purchasing, getting satisfaction and sharing their good experiences – all as new technologies emerge making it easier for them to do this.
We are in a progression – starting with the Internet, Cloud computing, mobile technologies, voice technologies like Siri, Alexa and Google Home, Internet of Things, and anything that might emerge in the future – all supported by AI and machine learning, changing the landscape of marketing.
Source: MaryLand Smith University