A market-oriented perspective on digital transformation

The central premise of this chapter is to pay due diligence to the critical role that digital technology and transformation plays in marketing strategy as well as implementation processes. The chapter describes how the conventional marketing paradigm has transformed due to digital transformation and how new organizational entities, marketing elements and tactics, and marketing metrics are evolving as a response to the transformation. It traces the confluence of digital technology with the environment and marketing elements, and metrics, and describes the emergent forms of such interactions. The chapter distills the essence of discussing digital transformation’s impact on marketing strategies, highlighting the importance of technological integration for competitive business operations and customer engagement. Drawing on this, the chapter underscores the implications for marketing research and practice, outlining specific areas where marketers and researchers need to focus while embracing technology as a fundamental aspect of marketing.