Marktech 2.0 - Seamless | Marketing | Technology

January 23 - 24, 2020, Hybrid

Digitalization is sweeping the world of business (Hofacker et al. 2016; Kannan, 2017), and B2B firms like IBM, Oracle, SAP, Cisco, and Intel are among the driving force behind the digital revolution. The use of digital technologies for buyer-supplier exchanges is also fast becoming commonplace. These fundamental changes in the global business landscape are testimonials to the impact of digitalization. Further, corporations such as Google, Amazon, Alibaba, and eBay, have emerged as key global players and have altered traditional business paradigms in both consumer and business markets. Many of these giants and many other large corporations run very large operations, although what is seen on the surface typically appears to be consumer focused.

New technologies are disrupting marketing and the marketplace. Consumers are searching for, making decisions about, and using products and services in new ways. Both Start-ups and incumbents are using novel data, strategies, and business models driven by these new technologies to enter, grow, and defend markets. The role of marketing is shifting, including how marketing contributes to organizational and societal outcomes and the marketing tools, skills, decisions, and capabilities important to this contribution. New technologies are altering competitive dynamics, economic systems, and society in profound ways.

Moreover, there are a number of new technologies available each year, for example, blockchain technology, automation solution, information technology management, and customer relationship management (CRM) among the others (Khodakarami and Chan, 2014; Kumar and Reinartz, 2018). Internet, social, and mobile technologies as well as advances in computing power, automation, and infrastructure have been central to this disruptive role for some time. New innovations, including artificial intelligence (AI), robotics, Natural User Interfaces (NUI), platforms, Cognitive Systems, Virtual Reality (VR) and Augmented Reality (AR), the Internet of Things (IoT), and the data streams they produce are further contributing to this disruption with important implications for the marketing discipline. Therefore, understanding the connection between new technologies and marketing is becoming even more important.

The advent of disruptive technologies has proposed very essential issues to academia and practitioners with new opportunities and challenges. This provides an opportunity for the creation of new paradigms of customer behaviour and greater understanding of digital marketing activities in areas as diverse as customer service, experience management, advertising creativity and the discovery of new business opportunities.