Izvorni znanstveni članak
https://doi.org/10.31784/zvr.14.1.7
Technological innovations in digital marketing – a content analysis
Magdalena Kuštelarga
orcid.org/0009-0006-0381-8125
; University of Zagreb, Faculty of Organisation and Informatics, Varaždin, Croatia
*
Iva Gregurec
orcid.org/0000-0002-2429-0335
; University of Zagreb, Faculty of Organisation and Informatics, Varaždin, Croatia
Katarina Tomičić-Pupek
orcid.org/0000-0001-6188-7395
; University of Zagreb, Faculty of Organisation and Informatics, Varaždin, Croatia
* Dopisni autor.
Sažetak
With the development of technologies contributing to the fourth industrial revolution, companies increasingly rely on implementing these technologies to maintain a competitive advantage. Technologies such as artificial intelligence, big data analytics, Internet of Things, augmented and virtual reality, and voice search optimization enable marketing experts to plan and adapt creative strategies more effectively. These technologies support companies to identify, attract, and reach target audiences across multiple digital channels and deliver marketing-relevant content in distinctive formats. Therefore, the integration of new technologies into creative marketing strategies can be considered as innovation in digital marketing. Implementing such innovations not only enhances marketing strategies but can also lead to the transformation of business models. In that way, the implementation of technological personalization tools in attracting new and retaining existing users, which, from a marketing perspective, can represent a key element of business digitalization. This paper
focuses on identifying various technological innovations in digital marketing by analysing secondary data. A content analysis was conducted on scientific papers exploring the application of diverse technological concepts in value creation, with particular attention to their role in digital marketing strategy, specifically in shaping marketing objectives driven by technological innovation initiatives.
Ključne riječi
digital marketing; digital technologies; technological innovations; content analysis
Hrčak ID:
348090
URI
Datum izdavanja:
3.7.2026.
Posjeta: 0 *