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Digital Transformation and Emerging Trends in Marketing: A Comprehensive Overview

Author

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  • Dr. A. Meenakshi

    (Department of Commerce (CS), Vels Institute of Science Technology and Advanced Studies (VISTAS), Chennai)

  • Dr. M. Senthil

    (Department of Commerce (CS), Vels Institute of Science Technology and Advanced Studies (VISTAS), Chennai.)

Abstract

In the era of rapid technological advancement, marketing has undergone a profound transformation driven by digital innovation, changing consumer behavior, and evolving societal expectations. This paper presents a comprehensive overview of digital transformation and emerging trends in marketing, examining the influence of artificial intelligence, augmented reality, influencer marketing, sustainability initiatives, and data-driven decision-making. The study explores how these innovations enhance consumer engagement, strengthen brand loyalty, and create competitive advantages in a highly dynamic marketplace. By integrating insights from academic research and industry practices, this paper highlights the strategic implications of adopting contemporary marketing technologies and outlines future directions for organizations seeking sustainable growth through innovation.

Suggested Citation

  • Dr. A. Meenakshi & Dr. M. Senthil, 2026. "Digital Transformation and Emerging Trends in Marketing: A Comprehensive Overview," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(4), pages 1488-1491, April.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:4:p:1488-1491
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