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Digital Technologies and Marketing Innovation

In: Brand Intelligence

Author

Listed:
  • Baohong Sun

    (Cheung Kong Graduate School of Business)

Abstract

Waves of technological disruption have defined the past three decades—each reshaping how businesses create, deliver, and capture value. Yet brands have fallen behind the platforms, facing a profound digital disadvantage that weakens direct relationships and erodes control over data, attention, and trust. This chapter explores both sides of this digital coin: the business value unlocked by successive technological waves, the structural disadvantages brands face in today's digital ecosystem, and the emerging opportunities of a more intelligent, decentralized, and data-driven future. It calls on brands to move beyond adaptation—to reimagine their strategies, reclaim agency, and prepare for the next era of growth. Core Concepts: Web1; Web2; Mobile; IoT; AI; Blockchain; Web3; Digital marketing; Digital dependency; Digital sovereignty; Brand-owned ecosystem; Brand Intelligence.

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-032-17490-1_1
DOI: 10.1007/978-3-032-17490-1_1
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