An emerging future for digital marketing: From products and services to sequenced solutions

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-06 DOI:10.1016/j.jbusres.2025.115230

Sonja Gensler , Arvind Rangaswamy

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引用次数: 0

Abstract

This paper highlights key developments in digital marketing since 1990, emphasizing the shift from static interactions to dynamic, data-driven ecosystems. While significant research on digital marketing has focused on the promotion and distribution aspects, the “Product” component of the 4P framework remains underexplored. Addressing this gap, the paper examines how digital technologies are transforming products and services, merging them into a “phygital” realm where physical and digital experiences seamlessly integrate. This has led to the rise of sequenced solutions—tailored offerings that combine products and services in a timely manner to achieve higher consumer goals, like well-being. Such solutions require companies to adopt customer-centric, proactive approaches using real-time data and advanced technologies. The paper discusses challenges in adopting a solutions-oriented mindset, emphasizing cross-company and cross-industry collaboration. It concludes by exploring the transformative potential of sequenced solutions and calls for further research to address critical challenges in this evolving field.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.