In today's global environment, integrating emerging technologies has become a necessity. This book explores the intersection of technology and marketing, providing an overview of technological advancements and their impact on marketing practices. This chapter proposes a systematic literature review following the PRISMA protocol to explore the breadth and scope of applicability of emerging technology solutions in marketing. The aim is to highlight the key opportunities and challenges for marketing applications of such technologies. This analysis, conducted using Nvivo V12 software, indicates that emerging technologies such as artificial intelligence, augmented reality, the internet of things, blockchain, and data analytics are increasingly important in marketing practices and strategies. These technologies are primarily used to understand and satisfy individual customer needs and improve the customer experience.
Top1. Introduction
In today's hyperconnected world, marketing has been greatly impacted by the rapid development of emerging technologies (Grewal et al., 2020; Kumar et al., 2021; Shah & Murthi, 2021). The adoption of these technologies, including augmented reality, artificial intelligence, the internet of things, blockchain, and big data analytics, presents unique opportunities and challenges for both practitioners and theorists.
Research into the marketing applications of emerging technologies is an area that has not been explored sufficiently despite its importance. The stakes, opportunities, risks, and marketing performance expected and actually acquired through the adoption and embedding of the solutions offered by these technologies have not been highlighted enough (Hoffman et al., 2022; Sharma et al., 2023).
Our contribution thus seeks to review the most relevant empirical and theoretical studies published in this field, with the main objective of conducting a systematic literature review to explore the impact of emerging technologies on marketing. Our mission is to identify the main trends, benefits, challenges and practical and theoretical implications of the marketing adoption of these technological advances.
To achieve our objective, our research is guided by the following central question: What are the main marketing applications of emerging technologies, and what are the implications of these transformations for managers and researchers in this field?
To answer these questions, we conducted a systematic literature review, taking a holistic perspective of marketing applications. Our goal is to cover a broad range of topics, such as augmented reality and customer experience, personalization using AI-based technologies, customer relationship management through the Internet of Things, marketing decision-making through big data analytics, and the use of various other technologies in different marketing aspects. Our literature search will follow the PRISMA protocol to select relevant studies from reputable academic databases. We will analyze the collected data using Nvivo version 12 software.
This chapter presents a theoretical framework highlighting the evolution of the marketing concept, emerging marketing technologies, and their applications. We then present the methodology and results of our systematic literature review. Following the results, we discuss the implications, limitations, and prospects for future research.