ABSTRACT
Chapter 3 focuses on how digital technologies are bringing about a fundamental change in business operations and marketing functions, continually disrupting established best practices and introducing more efficient alternatives. To keep up, organizations and their leaders must understand the fundamental Drivers of Change and current trends in marketing technology that fuel digital transformation. There are five Drivers of Change: the Internet, social, mobile, video, and data. Within each driver, there are a number of sub-drivers and trends, the latter of which will be listed below in parentheses. The Internet is the first Driver of Change. Within the complex internet ecosystem, three sub-drivers have the greatest impact on the marketing function: search (voice-activated search, anticipatory recommendations), brand websites (responsive and adaptive web design, content marketing), and electronic commerce (eCommerce, mCommerce). Social is the second Driver of Change, with social engagement and advocacy and crowdsourcing (massive open online courses, corporate open online courses, and small private online courses) as sub-drivers. Mobile is the third Driver of Change, with location-based marketing (proximity marketing), mobile apps (progressive web apps, mobile payments), and augmented and virtual reality (mixed reality, the metaverse) as sub-drivers. Video is the fourth Driver of Change, with mobile video (live video streaming) as a sub-driver. Data is the fifth Driver of Change, with cloud computing (blockchain-as-a service), the Internet of Things (quantum computing), and artificial intelligence (AI marketing) as sub-drivers.
