How digital technologies reshape marketing: evidence from a qualitative investigation

Abstract Digital technologies are now imperative for markets and society, and digital transformation is becoming a key area of business innovation. However, digital transformation is complex, and firms still lack the abilities to fully grasp and exploit its opportunities. This study investigates how digital technologies are currently implemented by companies. In particular, since digital transformation can reshape the traditional process of value creation in which marketing is primarily involved, the article analyses the impact of digital transformation on traditional marketing, including its role, organisation, and instruments. The study conducted qualitative research in the form of in-depth interviews with managers working for companies operating in different Italian industries. The results show that digital technologies are widely used by firms, although they often belong to the category of traditional tools, and companies are more ‘digitalised’ than ‘digitally transformed’. Digital technologies impact marketing by improving the abilities of market analytics, pricing, and channel management and helping to build relationships with clients to achieve value co-creation. Professional skills are variously augmented, while organisational processes are becoming more effective and flexible through the use of multiple knowledge and cross-functional experiences. Research and managerial implications are discussed in light of the main barriers and risks involved in the implementation of digital transformation.