Abstract
PurposeThe enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT.Design/methodology/approachThis study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing.FindingsThis paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data.Practical implicationsThe sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control.Originality/valueThis study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.
Highlights
Information technology (IT) and marketing are well-known disciplines and have been fields of research for many scholars
Strong marketing research can be used as a basis for several aspects within this topic; the combination of those topics leads to a new complex perspective
This study has confirmed the occurrence of digital transformation in marketing and that marketing tools are dependent on IT developments
Summary
Information technology (IT) and marketing are well-known disciplines and have been fields of research for many scholars. In development economics, IT has been thought of as a key factor in marketing functions, and it plays an important role in the evolution of marketing through its increasing influence – or as it is generally called – the digital transformation. We have observed an urgent need to identify the new role of IT in conjunction with the continually changing roles of marketing.
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