Marketing in Transition

Jens Kröger and Stefanie Marx

Chapter 4 in Strategic Agility in Marketing, 2025, pp 69-85 from Springer

Abstract: Abstract Marketing, like the world and organizations, evolves with the times. Among the business areas most impacted by digitization, marketing was an early adopter. The Internet’s integration into private lives presented a transformative opportunity for marketers to connect with customers online. Initially, this shift was limited to replicating analog brochures into a digital web presence, but it soon progressed to tailored online initiatives. Social media further revolutionized communication, making it more dynamic and interactive. This chapter explores how marketing strategies have evolved over time, with a particular emphasis on tools leveraging artificial intelligence (AI) to add value. AI is rapidly transforming how marketers operate, and we believe its influence will grow in the coming years. By examining the potential, possibilities, and challenges AI brings, this chapter underscores the need for marketing departments to rethink their strategies, reorganize processes, and adapt to the constant changes shaping the industry.

Date: 2025
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DOI: 10.1007/978-3-658-47510-9_4

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