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Digitalization and its impact on contemporary marketing strategies and practices

• Guest Editorial
• Published: 20 April 2022
• Volume 10 , pages 103–105, ( 2022 )

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• Tat-Huei Cham 1 ,
• Jun-Hwa Cheah 2 ,
• Mumtaz Ali Memon 3 ,
• Kim-Shyan Fam 4 &
• Józsa László 5  

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Since its inception, technology has transformed the way businesses operate and the consumption of goods and services. (Matarazzo et al. 2021 ; Sestino et al. 2020 ). For example, technology has revolutionized the way companies promote their products and services, perform their business activities, communicate/exchange information, and manage resources. On the consumer side, technology has significantly changed consumption patterns and empowered them to be part of the product acquisition process (Cham et al. 2020 , 2022 ; Cheah et al. 2022 ; Lim et al. 2022 ). In every aspect of business, the emergence of new technologies such as artificial intelligence, big data, blockchain, virtual reality, and robots have created a new paradigm shift and promoted innovation in the area of marketing research and practices (Grewal et al. 2020 ; Lim et al. 2020; Steinhoff and Palmatier 2021 ). Such transformation has become a marketing catalyst, perpetuating new marketing trends and archetypes in digital marketing and marketing analytics.

In recent years, the progression of digital marketing via social media has expanded beyond its original purpose as a platform for social networking. Instead, it has evolved into a platform that enables businesses to communicate with their customers almost instantly and be directly involved in developing marketing strategies (Cham et al. 2021 ; Iankova et al. 2019 ). Specifically in digital marketing, customers can collaborate with companies as co-creators in almost every aspect of the business process including product/service development, value creation, and marketing strategy development (Li et al. 2021 ; Olson et al. 2021 ). By incorporating user-generated content into digital marketing, consumers can assume the role of “broadcasters,” they no longer listen to the marketers, just like what happened in the past (Cham et al. 2022 ; Cheung et al. 2021 ). Undoubtedly, the benefits of digital marketing and the potential of high ROI have made this channel one of the marketers’ most preferred choices (digitalthirdcoast.com 2022 ).

In addition, the emphasis on digitization and data-driven practice among businesses nowadays has made marketing lean towards science-based and provides marketers unlimited access to valuable insights into their company performance, customers, and opportunities (Ritter and Pedersen, 2020 ). In essence, marketing analysis is seen as identifying patterns of data that help marketers in marketing decisions. With the availability of marketing and data analysis tools (e.g., Google Analytics, Phyton, Heap Analytics, Optimizely, Klipfolio, etc.), the importance of how data can explain market trends and better understand consumer preferences are clearly spelled out (Petrescu and Krishen 2020 ; Yu et al. 2019 ). More importantly, marketing analytics help businesses and marketers optimize their marketing campaigns, segment their market, and reduce costs associated with marketing activities, providing business organizations with a sustainable approach in the long term.

Despite particular research conducted on the issues related to digital marketing and marketing analytics, additional attention is needed to study the revolution and potentially disruptive nature of these domains (Petrescu and Krishen 2021 , 2022 ). Considering the substantial impact of digital marketing and marketing analytics in the current competitive and demanding business landscape, the special issue editors hope that this issue lays a foundation in the academic perspective of these domains. We would like to recommend that more research be conducted to challenge the existing status quo and raise awareness of these domains in the near future; especially in the contemporary environment that requires more than just the knowledge brought from traditional marketing. For instance, there is room to explore further how biological technology (i.e., facial recognition payment), livestreaming, virtual influencer, neuromarketing, blockchain technology, metaverse, gamification, and omnichannel platform could be used for the marketing and analytic purposes.

Lastly, we would like to take this opportunity to thank all the authors who have submitted their work to this special issue, “ Digitalization and Its Impact on Contemporary Marketing Strategies and Practices, ” of the Journal of Marketing Analytics, and we are grateful to all reviewers who have rendered their service and expertise to ensure the quality of the publications. We want to extend our appreciation to the editors, Anjala S. Krishen and Maria Petrescu, for their endless support and for entrusting us with this task.

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Cheah, J.H., X.J. Lim, H. Ting, Y. Liu, and S. Quach. 2022. Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services 65: 102242.

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digitalthirdcoast.com. 2022. Digital Marketing Statistics for 2021, https://www.digitalthirdcoast.com/blog/digital-marketing-statistics-for-2020 . Assessed 31 March 2022.

Grewal, D., J. Hulland, P.K. Kopalle, and E. Karahanna. 2020. The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science 48 (1): 1–8.

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Li, F., J. Larimo, and L.C. Leonidou. 2021. Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science 49 (1): 51–70.

Lim, X.J., J.H. Cheah, Y.K. Dwivedi, and J.E. Richard. 2022. Does retail type matter? Consumer responses to channel integration in omni-channel retailing. Journal of Retailing and Consumer Services 67: 102922.

Lim, X.J., J.H. Cheah, S.I. Ng, N.K. Basha, and G. Soutar. 2021. The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention. Technological Forecasting and Social Change 168: 120763.

Matarazzo, M., L. Penco, G. Profumo, and R. Quaglia. 2021. Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research 123: 642–656.

Olson, E.M., K.M. Olson, A.J. Czaplewski, and T.M. Key. 2021. Business strategy and the management of digital marketing. Business Horizons 64 (2): 285–293.

Petrescu, M., and A.S. Krishen. 2020. The importance of high-quality data and analytics during the pandemic. Journal of Marketing Analytics 8 (2): 43–44.

Petrescu, M., and A.S. Krishen. 2021. Focusing on the quality and performance implications of marketing analytics. Journal of Marketing Analytics 9 (3): 155–156.

Petrescu, M., and A.S. Krishen. 2022. Co-creating transformative value in marketing analytics. Journal of Marketing Analytics 10 (1): 1–2.

Ritter, T., and C.L. Pedersen. 2020. Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future. Industrial Marketing Management 86: 180–190.

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Steinhoff, L., and R.W. Palmatier. 2021. Commentary: Opportunities and challenges of technology in relationship marketing. Australasian Marketing Journal 29 (2): 111–117.

Yu, L., Y. Zhao, L. Tang, and Z. Yang. 2019. Online big data-driven oil consumption forecasting with Google trends. International Journal of Forecasting 35 (1): 213–223.

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UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia

Tat-Huei Cham

School of Business and Economics, Universiti Putra Malaysia (UPM), Serdang, Selangor, Malaysia

Jun-Hwa Cheah

NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan

Mumtaz Ali Memon

School of Management, Harbin University of Commerce, Harbin, China

Kim-Shyan Fam

Széchenyi István University, Győr, Hungary

Józsa László

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Cham, TH., Cheah, JH., Memon, M.A. et al. Digitalization and its impact on contemporary marketing strategies and practices. J Market Anal 10 , 103–105 (2022). https://doi.org/10.1057/s41270-022-00167-6

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Accepted : 11 April 2022

Published : 20 April 2022

Issue Date : June 2022

DOI : https://doi.org/10.1057/s41270-022-00167-6

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Impact of E-marketing on Consumer Purchase Behaviour: An empirical study

2021, INTERNATIONAL JOURNAL OF RESEARCH AND ANALYTICAL REVIEWS (IJRAR)

Consumer Purchase Behavior is one of the most sought-after realms of study in Marketing analytics field in order to understand the buying patterns of the consumers, which will ultimately help in increasing the revenues of the firms and would provide an enhanced growth rate. In today's world, Marketing is not just limited to simple tools and techniques for just promotional purposes, but it touches the realms of understanding the depth of their customers and accurately predicting their next move forward. The company which are able to predict with higher accuracies, they are the one's, who are leading the global market trends and in fact with a better understanding they are creating their own trends. E-marketing is one of the best places where we can easily identify the impact of these techniques. The study will dig deep into various tools & techniques used in e-marketing and will the assess the effects of consumer purchase behavior on them. The study is based on both primary & secondary data and tests like factor analysis, correlation etc. have been done to equate its accuracy. The pandemic situation has been taken into account and the uniqueness of the study lies in its suggestions contributed to improve business plans, especially addressed for micro, small & medium enterprises. So, in this context this paper serves the purpose of understanding the consumer behavior in the E-marketing field.

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• As Ozempic’s Popularity Soars, Here’s What to Know About Semaglutide and Weight Loss JAMA Medical News & Perspectives May 16, 2023 This Medical News article discusses chronic weight management with semaglutide, sold under the brand names Ozempic and Wegovy. Melissa Suran, PhD, MSJ
• Patents and Regulatory Exclusivities on GLP-1 Receptor Agonists JAMA Special Communication August 15, 2023 This Special Communication used data from the US Food and Drug Administration to analyze how manufacturers of brand-name glucagon-like peptide 1 (GLP-1) receptor agonists have used patent and regulatory systems to extend periods of market exclusivity. Rasha Alhiary, PharmD; Aaron S. Kesselheim, MD, JD, MPH; Sarah Gabriele, LLM, MBE; Reed F. Beall, PhD; S. Sean Tu, JD, PhD; William B. Feldman, MD, DPhil, MPH
• What to Know About Wegovy’s Rare but Serious Adverse Effects JAMA Medical News & Perspectives December 12, 2023 This Medical News article discusses Wegovy, Ozempic, and other GLP-1 receptor agonists used for weight management and type 2 diabetes. Kate Ruder, MSJ
• GLP-1 Receptor Agonists and Gastrointestinal Adverse Events—Reply JAMA Comment & Response March 12, 2024 Ramin Rezaeianzadeh, BSc; Mohit Sodhi, MSc; Mahyar Etminan, PharmD, MSc
• GLP-1 Receptor Agonists and Gastrointestinal Adverse Events JAMA Comment & Response March 12, 2024 Karine Suissa, PhD; Sara J. Cromer, MD; Elisabetta Patorno, MD, DrPH
• GLP-1 Receptor Agonist Use and Risk of Postoperative Complications JAMA Research Letter May 21, 2024 This cohort study evaluates the risk of postoperative respiratory complications among patients with diabetes undergoing surgery who had vs those who had not a prescription fill for glucagon-like peptide 1 receptor agonists. Anjali A. Dixit, MD, MPH; Brian T. Bateman, MD, MS; Mary T. Hawn, MD, MPH; Michelle C. Odden, PhD; Eric C. Sun, MD, PhD
• Glucagon-Like Peptide-1 Receptor Agonist Use and Risk of Gallbladder and Biliary Diseases JAMA Internal Medicine Original Investigation May 1, 2022 This systematic review and meta-analysis of 76 randomized clinical trials examines the effects of glucagon-like peptide-1 receptor agonist use on the risk of gallbladder and biliary diseases. Liyun He, MM; Jialu Wang, MM; Fan Ping, MD; Na Yang, MM; Jingyue Huang, MM; Yuxiu Li, MD; Lingling Xu, MD; Wei Li, MD; Huabing Zhang, MD
• Cholecystitis Associated With the Use of Glucagon-Like Peptide-1 Receptor Agonists JAMA Internal Medicine Research Letter October 1, 2022 This case series identifies cases reported in the US Food and Drug Administration Adverse Event Reporting System of acute cholecystitis associated with use of glucagon-like peptide-1 receptor agonists that did not have gallbladder disease warnings in their labeling. Daniel Woronow, MD; Christine Chamberlain, PharmD; Ali Niak, MD; Mark Avigan, MDCM; Monika Houstoun, PharmD, MPH; Cindy Kortepeter, PharmD

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Sodhi M , Rezaeianzadeh R , Kezouh A , Etminan M. Risk of Gastrointestinal Adverse Events Associated With Glucagon-Like Peptide-1 Receptor Agonists for Weight Loss. JAMA. 2023;330(18):1795–1797. doi:10.1001/jama.2023.19574

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Risk of Gastrointestinal Adverse Events Associated With Glucagon-Like Peptide-1 Receptor Agonists for Weight Loss

• 1 Faculty of Medicine, University of British Columbia, Vancouver, British Columbia, Canada
• 2 StatExpert Ltd, Laval, Quebec, Canada
• 3 Department of Ophthalmology and Visual Sciences and Medicine, University of British Columbia, Vancouver, Canada
• Medical News & Perspectives As Ozempic’s Popularity Soars, Here’s What to Know About Semaglutide and Weight Loss Melissa Suran, PhD, MSJ JAMA
• Special Communication Patents and Regulatory Exclusivities on GLP-1 Receptor Agonists Rasha Alhiary, PharmD; Aaron S. Kesselheim, MD, JD, MPH; Sarah Gabriele, LLM, MBE; Reed F. Beall, PhD; S. Sean Tu, JD, PhD; William B. Feldman, MD, DPhil, MPH JAMA
• Medical News & Perspectives What to Know About Wegovy’s Rare but Serious Adverse Effects Kate Ruder, MSJ JAMA
• Comment & Response GLP-1 Receptor Agonists and Gastrointestinal Adverse Events—Reply Ramin Rezaeianzadeh, BSc; Mohit Sodhi, MSc; Mahyar Etminan, PharmD, MSc JAMA
• Comment & Response GLP-1 Receptor Agonists and Gastrointestinal Adverse Events Karine Suissa, PhD; Sara J. Cromer, MD; Elisabetta Patorno, MD, DrPH JAMA
• Research Letter GLP-1 Receptor Agonist Use and Risk of Postoperative Complications Anjali A. Dixit, MD, MPH; Brian T. Bateman, MD, MS; Mary T. Hawn, MD, MPH; Michelle C. Odden, PhD; Eric C. Sun, MD, PhD JAMA
• Original Investigation Glucagon-Like Peptide-1 Receptor Agonist Use and Risk of Gallbladder and Biliary Diseases Liyun He, MM; Jialu Wang, MM; Fan Ping, MD; Na Yang, MM; Jingyue Huang, MM; Yuxiu Li, MD; Lingling Xu, MD; Wei Li, MD; Huabing Zhang, MD JAMA Internal Medicine
• Research Letter Cholecystitis Associated With the Use of Glucagon-Like Peptide-1 Receptor Agonists Daniel Woronow, MD; Christine Chamberlain, PharmD; Ali Niak, MD; Mark Avigan, MDCM; Monika Houstoun, PharmD, MPH; Cindy Kortepeter, PharmD JAMA Internal Medicine

Glucagon-like peptide 1 (GLP-1) agonists are medications approved for treatment of diabetes that recently have also been used off label for weight loss. 1 Studies have found increased risks of gastrointestinal adverse events (biliary disease, 2 pancreatitis, 3 bowel obstruction, 4 and gastroparesis 5 ) in patients with diabetes. 2 - 5 Because such patients have higher baseline risk for gastrointestinal adverse events, risk in patients taking these drugs for other indications may differ. Randomized trials examining efficacy of GLP-1 agonists for weight loss were not designed to capture these events 2 due to small sample sizes and short follow-up. We examined gastrointestinal adverse events associated with GLP-1 agonists used for weight loss in a clinical setting.

We used a random sample of 16 million patients (2006-2020) from the PharMetrics Plus for Academics database (IQVIA), a large health claims database that captures 93% of all outpatient prescriptions and physician diagnoses in the US through the International Classification of Diseases, Ninth Revision (ICD-9) or ICD-10. In our cohort study, we included new users of semaglutide or liraglutide, 2 main GLP-1 agonists, and the active comparator bupropion-naltrexone, a weight loss agent unrelated to GLP-1 agonists. Because semaglutide was marketed for weight loss after the study period (2021), we ensured all GLP-1 agonist and bupropion-naltrexone users had an obesity code in the 90 days prior or up to 30 days after cohort entry, excluding those with a diabetes or antidiabetic drug code.

Patients were observed from first prescription of a study drug to first mutually exclusive incidence (defined as first ICD-9 or ICD-10 code) of biliary disease (including cholecystitis, cholelithiasis, and choledocholithiasis), pancreatitis (including gallstone pancreatitis), bowel obstruction, or gastroparesis (defined as use of a code or a promotility agent). They were followed up to the end of the study period (June 2020) or censored during a switch. Hazard ratios (HRs) from a Cox model were adjusted for age, sex, alcohol use, smoking, hyperlipidemia, abdominal surgery in the previous 30 days, and geographic location, which were identified as common cause variables or risk factors. 6 Two sensitivity analyses were undertaken, one excluding hyperlipidemia (because more semaglutide users had hyperlipidemia) and another including patients without diabetes regardless of having an obesity code. Due to absence of data on body mass index (BMI), the E-value was used to examine how strong unmeasured confounding would need to be to negate observed results, with E-value HRs of at least 2 indicating BMI is unlikely to change study results. Statistical significance was defined as 2-sided 95% CI that did not cross 1. Analyses were performed using SAS version 9.4. Ethics approval was obtained by the University of British Columbia’s clinical research ethics board with a waiver of informed consent.

Our cohort included 4144 liraglutide, 613 semaglutide, and 654 bupropion-naltrexone users. Incidence rates for the 4 outcomes were elevated among GLP-1 agonists compared with bupropion-naltrexone users ( Table 1 ). For example, incidence of biliary disease (per 1000 person-years) was 11.7 for semaglutide, 18.6 for liraglutide, and 12.6 for bupropion-naltrexone and 4.6, 7.9, and 1.0, respectively, for pancreatitis.

Use of GLP-1 agonists compared with bupropion-naltrexone was associated with increased risk of pancreatitis (adjusted HR, 9.09 [95% CI, 1.25-66.00]), bowel obstruction (HR, 4.22 [95% CI, 1.02-17.40]), and gastroparesis (HR, 3.67 [95% CI, 1.15-11.90) but not biliary disease (HR, 1.50 [95% CI, 0.89-2.53]). Exclusion of hyperlipidemia from the analysis did not change the results ( Table 2 ). Inclusion of GLP-1 agonists regardless of history of obesity reduced HRs and narrowed CIs but did not change the significance of the results ( Table 2 ). E-value HRs did not suggest potential confounding by BMI.

This study found that use of GLP-1 agonists for weight loss compared with use of bupropion-naltrexone was associated with increased risk of pancreatitis, gastroparesis, and bowel obstruction but not biliary disease.

Given the wide use of these drugs, these adverse events, although rare, must be considered by patients who are contemplating using the drugs for weight loss because the risk-benefit calculus for this group might differ from that of those who use them for diabetes. Limitations include that although all GLP-1 agonist users had a record for obesity without diabetes, whether GLP-1 agonists were all used for weight loss is uncertain.

Accepted for Publication: September 11, 2023.

Published Online: October 5, 2023. doi:10.1001/jama.2023.19574

Correction: This article was corrected on December 21, 2023, to update the full name of the database used.

Corresponding Author: Mahyar Etminan, PharmD, MSc, Faculty of Medicine, Departments of Ophthalmology and Visual Sciences and Medicine, The Eye Care Center, University of British Columbia, 2550 Willow St, Room 323, Vancouver, BC V5Z 3N9, Canada ( [email protected] ).

Author Contributions: Dr Etminan had full access to all of the data in the study and takes responsibility for the integrity of the data and the accuracy of the data analysis.

Concept and design: Sodhi, Rezaeianzadeh, Etminan.

Acquisition, analysis, or interpretation of data: All authors.

Drafting of the manuscript: Sodhi, Rezaeianzadeh, Etminan.

Critical review of the manuscript for important intellectual content: All authors.

Statistical analysis: Kezouh.

Obtained funding: Etminan.

Administrative, technical, or material support: Sodhi.

Supervision: Etminan.

Conflict of Interest Disclosures: None reported.

Funding/Support: This study was funded by internal research funds from the Department of Ophthalmology and Visual Sciences, University of British Columbia.

Role of the Funder/Sponsor: The funder had no role in the design and conduct of the study; collection, management, analysis, and interpretation of the data; preparation, review, or approval of the manuscript; and decision to submit the manuscript for publication.

Data Sharing Statement: See Supplement .

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• Sports & Recreation ›
• Global online gambling industry market size 2017-2029

The size of the global online gambling and betting industry amounted to 85.62 billion U.S. dollars in 2023. This has been forecast to rise to 133.59 billion U.S. dollars by 2029. In comparison, the market size of the global sports betting and lottery industry was valued at roughly 244 billion U.S. dollars as of March 2024. Overall, the global sports betting industry constituted more than 200 thousand employees and approximately 22 thousand businesses.

How popular is sports betting in the United States?

In 2022, over 25 million individuals engaged in sports betting in the United States , highlighting the prevalence of the activity in the North American country. Moreover, this figure was forecast to increase by 47 percent by 2025. Overall, the total revenue from sports betting in the U.S. amounted to 11.04 billion U.S. dollars in 2023, denoting an increase of approximately 46 percent from the previous year. Meanwhile, DraftKings was the  most popular sports betting website in the U.S.  as of July 2023. 

What is the United Kingdom’s National Lottery?

A lottery is a form of gambling where participants purchase numbered tickets with the aim of matching those numbers with lots, which are drawn randomly at a later date. Established in 1994, the National Lottery is a nationwide version of the activity that is regulated by the Gambling Commission of the United Kingdom. Between April 2022 and March 2023, over eight billion British pounds worth of National Lottery tickets were sold , which was slightly higher than the figure reported in the period immediately prior. Meanwhile, more than 4.6 billion British pounds were available as prize money for potential winners of the National Lottery in the same period. 

Market size of the online gambling industry worldwide from 2017 to 2023, with a forecast until 2029 (in billion U.S. dollars)

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figures are aggregates of online casinos, online lottery, and online sports betting

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Title: automated design of agentic systems.

Abstract: Researchers are investing substantial effort in developing powerful general-purpose agents, wherein Foundation Models are used as modules within agentic systems (e.g. Chain-of-Thought, Self-Reflection, Toolformer). However, the history of machine learning teaches us that hand-designed solutions are eventually replaced by learned solutions. We formulate a new research area, Automated Design of Agentic Systems (ADAS), which aims to automatically create powerful agentic system designs, including inventing novel building blocks and/or combining them in new ways. We further demonstrate that there is an unexplored yet promising approach within ADAS where agents can be defined in code and new agents can be automatically discovered by a meta agent programming ever better ones in code. Given that programming languages are Turing Complete, this approach theoretically enables the learning of any possible agentic system: including novel prompts, tool use, control flows, and combinations thereof. We present a simple yet effective algorithm named Meta Agent Search to demonstrate this idea, where a meta agent iteratively programs interesting new agents based on an ever-growing archive of previous discoveries. Through extensive experiments across multiple domains including coding, science, and math, we show that our algorithm can progressively invent agents with novel designs that greatly outperform state-of-the-art hand-designed agents. Importantly, we consistently observe the surprising result that agents invented by Meta Agent Search maintain superior performance even when transferred across domains and models, demonstrating their robustness and generality. Provided we develop it safely, our work illustrates the potential of an exciting new research direction toward automatically designing ever-more powerful agentic systems to benefit humanity.

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