Impact of Disruptive Technologies on Marketing

Abstract

Disruptive technologies are extensively utilized for numerous business processes. Various benefits of technology inclusion are business models improvement, enhanced global reach, competitive advantage,
concentration on innovative ideas, increase in productivity and efficiency of business operations. Digital marketing is one of the major tools using which radical changes are achieved in marketing operations like product marketing, promotions, target marketing, awareness creation, advertisements etc. Efficiency of digital marketing depends mainly on various factors such as dependency of online purchase on social media account, occupation, gender, search engine page etc. ldentifying the important factors and concentrating on the most contributing factor is essential to gain optimal benefits of technology inclusion in business. This paper is based on the research conducted to identify the factors responsible for improving the impact of disruptive technologies on digital marketing. Section 1 of the paper has introduction to various disruptive technologies and their business benefits. Section 2 holds literature review. Section 3 deals with case study and research
methodology followed by data collection and result discussion. Section 4 deals with the conclusion and future scope of the research.