ABSTRACT
This chapter considers some of the aspects of technological development that will – impact on the digital marketer. Technological developments are generic in nature in that they are not marketing subjects – but they have either an impact on marketing, or can be used by marketers in the practice of their craft. A natural successor to the digital revolution, where changes to business brought about by digitalization were presented, the digital transformation takes the issue a stage – or several stages – further on into the impact of various technologies on business. Key components of the digital transformation include: big data, reverse marketing, mobile applications, the Internet of things and the automation of business processes. Perhaps the most long-standing aspect of an organization transforming to the computerized world – the digital revolution – is the use of technology to automate processes. Examples include robots building cars and computer software doing jobs that once required an office full of clerks.
