Revolutionizing Marketing Management: Navigating the Era of New Age Technologies

Abstract

Modern technologies today are reshaping the field of marketing management. The transformative impact of new-age technologies, such as data analytics, artificial intelligence (AI), automation, social media advancements, virtual reality (VR), and augmented reality (AR), has brought a huge change in the way businesses are developing their strategies and tackling their business rivals. It focuses on the challenges and opportunities that marketing managers face in adapting to these technological changes amidst rising concerns for data security and privacy. The chapter highlights the pivotal role of incorporating new-age technologies in staying ahead in the competitive scenario. The utility of social media platforms is there nowadays more for consumer engagement. Furthermore, it stresses the need for marketing managers to embrace and harness these technologies to stay competitive in a rapidly evolving landscape. The chapter aims to analyze the key new-age technologies, understand their applications in marketing management, evaluate their benefits, and assess various challenges and opportunities faced while implementing these new technologies. The chapter concludes that the integration of new-age technologies into marketing management has brought forward exceptional possibilities for connecting with consumers, driving innovation, and redefining the boundaries of marketing strategies. The synergy between marketing management and new-age technologies is shaping the present and future of business–customer interactions in profound and exciting ways.

Citation

Prakash, N., Bhardwaj, M. and Jindal, P. (2024), "Revolutionizing Marketing Management: Navigating the Era of New Age Technologies", Verma, B., Mittal, A., Raman, M. and Sindhav, B. (Ed.) Augmenting Retail Reality, Part B: Blockchain, AR, VR, and AI, Emerald Publishing Limited, Leeds, pp. 39-53. https://doi.org/10.1108/978-1-83608-708-320241007