Revolutionizing B2B Supply Chains Through Digital Marketing Disruption: Future Trends and Opportunities

Abstract

This study examines how digital marketing contributes to the transformation of business-to-business (B2B) supply chain management through a systematic literature review of peer-reviewed articles. While existing research has largely focused on digital marketing in business-to-consumer settings, its role in reshaping B2B supply chain structures and processes remains underexplored. This review addresses that gap by synthesizing insights across marketing, supply chain operations, and information systems research. Using a thematic analysis guided by an antecedents-decisions-outcomes framework, the study identifies five themes that capture key dimensions of digital transformation in B2B supply chains: transitioning from analog to digital, renaissance in supply chain practices, transitioning from traditional methods to innovative strategies, navigating the digital landscape, and addressing the challenges associated with AI and algorithmic marketing in supply chain management. The findings suggest that digital marketing influences not only customer engagement but also information flows, coordination mechanisms, and responsiveness across supply chain networks. The study contributes to theory by clarifying how digital marketing and supply chain management co-evolve in B2B contexts and by extending demand chain management perspectives beyond a functional view of marketing. For practice, the results indicate that firms should align digital marketing platforms with supply chain systems and governance structures to improve visibility, coordination, and resilience. The study offers an integrated conceptual view of digital marketing–driven supply chain transformation and provides a foundation for future empirical research.