Marketing innovations in the face of the digital revolution and the push of emerging technologies

Diego Queiroz de Oliveira; Armando Araújo de Souza Júnior

doi:10.31686/ijier.vol10.iss9.3894

Authors

Diego Queiroz de Oliveira Federal University of Amazonas https://orcid.org/0000-0001-5766-9686
Armando Araújo de Souza Júnior Universidade Federal de Minas Gerais https://orcid.org/0000-0003-2950-1434

DOI:

https://doi.org/10.31686/ijier.vol10.iss9.3894

Keywords:

Marketing, Emerging technologies, Society 5.0, Consumer market, Digitization

Abstract

This article aims to analyze the evolutionary process of marketing from the intense changes in social and consumption patterns and the use of new advanced technologies. Therefore, a bibliographic research was carried out, with the intent to understand not only the progressions in marketing strategies and activities throughout history, but also their current stage, intrinsically linked to issues of humanization, digitization, technological innovations and building new consumer experiences based on a new hybrid world. From the analysis of the new context in which companies at a global level are making the transition from traditional marketing actions to digital marketing, it was possible to conclude that new emerging technologies have great potential for a more accurate understanding of consumer needs, obtaining insights and strategic guidelines on the market that optimize the decision-making process, segmentation and selection of target markets, building new consumer experiences and strengthening brand building and growth results.

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Author Biographies

Diego Queiroz de Oliveira, Federal University of Amazonas

Master's student in Production Engineering with a focus on Industry 4.0
Armando Araújo de Souza Júnior, Universidade Federal de Minas Gerais

PhD in Business Administration

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