The Transformation of Marketing in the Digital Age

Rapid advances in technology have created a need for businesses to not only adapt to these developments but also to restructure themselves to place their customers at the center. The rapid adoption of digital innovations by consumers, coupled with their heightened expectations from every business interaction, has rendered digital transformation a necessity. Businesses that fail to successfully implement this transformation will face the threat of extinction sooner than predicted. This disruptive effect has already begun to show its impact on various sectors. In the digital transformation process, businesses’ main goal should be to ensure that all new applications provide added value to their existing or future customers. This study examines changes in customer expectations and behavior in the digital age from a marketing perspective. It states that businesses need to update their marketing mixes to appeal to consumers’ emotions and support their self-expression, while also considering the effort and change required from them and ensuring accessibility anytime, anywhere. Additionally, the concepts of personalization, access instead of ownership (sharing economy), and omnichannel, which have emerged as new trends to meet the expectations of digital customers, are addressed.