article · Technology and Society Perspectives (TACIT)
Rapid advances in information and communication technology have significantly reshaped marketing strategies and consumer behaviour. To examine these shifts, relevant scientific literature published between 2001 and 2023 was gathered from Google Scholar, covering journals, conference papers, and related academic sources. Through a qualitative review, this literature was identified, analysed, and synthesised to clarify how marketing technology interacts with customer actions. The findings emphasise that technological innovation plays an essential role in transforming the broader marketing landscape. In an evolving digital era, these technological changes fundamentally alter how commercial organisations interact with their customers, generate value, and protect their competitiveness. By assessing more than two decades of scholarship, the synthesis offers insights into modern marketing practices and the dynamics of consumer decision-making in technologically driven environments.
Understanding how technological tools alter customer habits is essential for organisations seeking to remain viable. As digital tools redefine modern commerce, synthesising research across two decades clarifies how technology shapes customer relationships. This knowledge helps businesses comprehend modern consumer engagement and adjust their outreach strategies to sustain commercial competitiveness in increasingly digital markets.
The abstract outlines conceptual insights intended for marketing practitioners and business researchers rather than presenting a concrete product or technical solution. Although marketing teams could apply these findings to guide consumer engagement strategies and digital adaptation, the work remains at the level of early-stage secondary research. The abstract does not indicate a specific commercialisation pathway, field testing, or defined technological readiness level for direct commercial transfer.
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In this modern era, the role of technology in marketing has undergone significant development along with advances in information and communication technology. Technological innovation has dramatically influenced companies' marketing strategies and has had a great impact on consumer behaviour. The purpose of this study is to investigate the relationship between technological innovation in marketing and how it affects consumer behaviour, with the aim of providing valuable insights for marketing practitioners and business researchers. The method used is a qualitative literature review that focuses on an in-depth understanding of the topic in the time span from 2001 to 2023. The main objective of this method is to identify, analyse, and synthesise relevant scientific literature that has been published in various journals, conference papers, and other academic sources accessible through Google Scholar. The results of this study have highlighted the important role of technology in changing the marketing landscape and consumer behaviour. In the ever-evolving digital age, such changes have a significant impact on the way companies interact with consumers, create value, and maintain their competitiveness.
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DOI: 10.61100/tacit.v1i2.57
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