Digital Marketing Perspectives

Abstract

Artificial intelligence, blockchain, IoT, and virtual reality are technologies that are driving significant changes in marketing. At the same time, these technologies are introducing new issues and challenges, most notably issues related to privacy and security. To know and understand these effects, a review of the bibliography on these different themes was carried out, having consulted the referential databases. The results of the literature review showed that artificial intelligence is having an impact on the transversality of marketing activities. The number of publications, the benefits, and the impact on marketing are well recognized. As for blockchain, IoT, virtual reality, privacy, and security, the results are different. While the potential of the technologies and the challenges they introduce are recognized, the number of publications is somewhat small, and their application is limited to a restricted number of marketing activities.