The Impact of Digital Transformation on the Marketing Function: A Literature Review

Abstract

Today's businesses are evolving in a highly digitized environment marked by the lightning-fast development of digital technologies. It is at this level that companies are becoming aware of the need to reinvent themselves and adapt to this new situation by undertaking a process of profound transformation across all organizational functions, including the marketing function. In order to identify the contribution of digital transformation to the marketing function, we have reduced this transformation to its technological aspect, with reference to Pascucci & al (2023). Guided by the literature, this paper paves the way for us to explore digital transformation - through technological innovations - and its impact on the transformation of the marketing function.