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Journal of the Academy of Marketing Science

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24-10-2022 | Editorial

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

Authors: Kirk Plangger, Dhruv Grewal, Ko de Ruyter, Catherine Tucker

Published in: Journal of the Academy of Marketing Science | Issue 6/2022

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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.

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Title: The future of digital technologies in marketing: A conceptual framework and an overview
Authors: Kirk Plangger
Dhruv Grewal
Ko de Ruyter
Catherine Tucker
Publication date: 24-10-2022
Publisher: Springer US
Published in: Journal of the Academy of Marketing Science / Issue 6/2022
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-022-00906-2

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Other articles of this Issue 6/2022

An overview and empirical comparison of natural language processing (NLP) models and an introduction to and empirical application of autoencoder models in marketing

Search modality effects: merely changing product search modality alters purchase intentions

Digital technologies: tensions in privacy and data

Artificial intelligence focus and firm performance

Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience

How consumer digital signals are reshaping the customer journey