OPTIMIZING MARKETING ACTIVITIES THROUGH DIGITAL TECHNOLOGIES
OPTIMIZING MARKETING ACTIVITIES THROUGH DIGITAL TECHNOLOGIES

Summary/Abstract: This research paper focuses to create understanding of new developments, which have influenced modern day marketing. Technology is the major change agent to transform traditional marketing in any organization. The paper summarizes the digital landscape and identifies the how marketing activities are capitalizing on digital technologies. The study of the known topic is conducted through secondary data sources that evaluate the role of digitalization in marketing. Content analysis of previous research confirms digitalization is the catalyst to society’s re-invention, and has turned the landscape into an information economy. Discussion emphasizes on digital disruption in marketing; the new age of marketing entirely dependent on use of technology i.e. digital media devices and social media platforms. Thus, this article provides a brief insight into how modern day businesses optimize their marketing efforts by means of digital transformation.

• Details
• Contents