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Digital Disruption

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter explores how digital disruption is reshaping the future of marketing, compelling organizations to rethink traditional strategies and embrace innovation, agility, and ethical responsibility. It examines ten key drivers of disruption—from data explosion and evolving consumer behaviour to immersive technologies and AI—highlighting their strategic marketing implications. The chapter offers insights into adaptive strategy, content evolution, customer-centric ecosystems, and the ethical dilemmas posed by AI-generated content and immersive experiences. Through real-world examples, case studies, and reflective questions, it equips marketing professionals with the tools and mindset needed to navigate uncertainty and build sustainable competitive advantage. Ultimately, the chapter challenges readers to view disruption not as a threat, but as a catalyst for transformation, calling for marketing strategies that are future focused, inclusive, and purpose driven. It concludes with a strategic framework to guide organizations through disruption and towards a more resilient, meaningful, and value-creating marketing future.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Digital Disruption," Springer Books, in: Strategic Marketing Management, chapter 0, pages 319-342, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_11
    DOI: 10.1007/978-3-031-99367-1_11
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