Marketing Strategies 0: Recent Trends and Technologiesin Marketing

Table 1.
Impact of technologies on marketing in general and sustainability.
Technology
General
Sustainability
IoT
Strategic information for customer
satisfaction of target customer.
Digitalization of documents
minimizes the usage of paper
and also minimizes waste
generation in marketing.
Cloud computing
Development of digital infrastructure for
accessing essential data at any time and
from any location, as well as receiving
real-time feedback on products
and services
Sustainable cloud for carbon
reduction and responsible
innovation.
AI
AI is developing artificial agents that
analyze data about customers, focal
companies, and competitors to
recommend marketing actions to achieve
the best results. Analyzing and
forecasting customer behavior to develop
personalized messages or services.
Intelligent infrastructure with
innovation.
Big data
Obtaining concealed knowledge about
consumer behavior. Using business
analytics to strengthen the quality of a
product or service. Identifying target
customers and marketplaces to
establish strategies.
Minimizes the reduction of
paper and enables responsible
consumption and production.

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Sustainability 2022, 14, 16356
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Table 1. Cont.
Technology
General
Sustainability
Blockchain
To improve consumer retention, brands
have begun gathering and retaining
customer data systematically, usually
through loyalty programs. Consumers
can transact directly without going
through intermediary layers in
unintermediated markets.
Sustainable brand attachment
through blockchain-based
reward and loyalty programs.
Digital twin
Develop effective simulations to monitor,
test, and plan product improvements
based on consumer and market demand.
Enables responsible
consumption and production.