Digital transformation and marketing: a systematic and thematic literature review

Abstract

This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. Concerning the micro-themes, findings show how they have mainly studied from the customer and business processes’ perspectives, thus identifying an interesting research gap related to the analysis of the DT-marketing phenomenon from the employees’ standpoint. Based on these results, the paper derives a research agenda by also providing theoretical and managerial implications. Theoretically, it is the first systematic and thematic review focused on DT and marketing. In particular, it analyses this binomial from a broad and comprehensive perspective, thus offering a synergistic framework of the existing literature, which allows an inclusive vision and understanding about the phenomenon. At the managerial level, the paper could help organizations to enhance their awareness about marketing areas and processes that could better benefit from digitalization, thus driving the overall transition of firms towards DT.

Digital transformation: A multidisciplinary perspective and future research agenda

“…Management Apps: focused on enhancing employee engagement and productivity, allow scheduling, automate daily activities, and facilitate real-time communication through various tools. Businesses can also use mobile apps to streamline their operations (e.g., inventory management, customer feedback, logistics) (Cioppi et al, 2023).…”

“…These technologies provide additional contextual information and offer customers the opportunity to re‐experience the consumption process (Wedel et al, 2020). VR appears to be a relevant tool to reinforce loyalty and brand advocacy (see de Regt et al, 2021; Farah et al, 2019; Zarantonello & Schmitt, 2023). In the service sector, virtual world social networks have been shown to stimulate positive word‐of‐mouth, through improved customer‐to‐business interaction and customer participation in service scape opportunities (Kim & Hardin, 2010).…”

A Generative AI and Neural Network Approach to Sustainable Digital Transformation: A Focus on Medical and Marketing Sectors

“…Close behind are other technologies such as data analytics, mobile marketing, the Internet of Things, artificial intelligence, and Industry 4.0. These technologies have all been the subject of extensive research in the marketing field (Cioppi et al, 2023). However, there are other technologies that have not received as much attention in the literature.…”

“…However, there are other technologies that have not received as much attention in the literature. These technologies apply machine learning (ML), virtual/augmented reality, and security protection systems (Cioppi et al, 2023). A thorough analysis is required to understand the correlation between marketing and sales in the digital age (Hauer et al, 2021).…”

Understanding Customer Satisfaction Factors: A Logistic Regression Analysis

“…Furthermore, the widespread adoption of data analytics tools has enabled a more nuanced understanding of customer behavior (Cioppi et al, 2023). Large-scale data analyses allow for the aggregation and analysis of vast amounts of customer data, offering insights into customer preferences and behaviors that were previously inaccessible.…”