Information technology and marketing: an important partnership for decades

Jan Philipp Graesch · Susanne Hensel-Börner · Jörg Henseler

67 citations0/0 files storedIndustrial Management & Data Systems

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Innovation in Industries Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The 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/approach This 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. Findings This 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 implications The 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/value This 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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 67 citations exist upstream.

References

2009Users of the world, unite! The challenges and opportunities of Social Media 2004Co-creation experiences: The next practice in value creation 2016Understanding Customer Experience Throughout the Customer Journey 2013Digital Business Strategy: Toward a Next Generation of Insights 1999Experiential Marketing 2015Digital Transformation Strategies 2011Closing the Marketing Capabilities Gap 2000The Antecedents and Consequences of Customer-Centric Marketing

Cited by

2021M-commerce: The nexus between mobile shopping service quality and loyalty 2023Digital transformation, environmental disclosure, and environmental performance: An examination based on listed companies in heavy-pollution industries in China 2021Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image 2022Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality 2023IT-related resources, digital marketing capabilities and business performance: moderating effects of digital orientation and technological turbulence

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.