Digital Technologies are Rewriting the Old Rules of Marketing

  • Elena CandeloEmail author
Part of the International Series in Advanced Management Studies book series (ISAMS)


Advances in new computing technologies to gather and process large quantities of information, increased further in the second part of the 2000s. Nowadays, car clients make great use of digital media. Given that potential clients find a huge amount of content online, they make many decisions concerning the purchasing process before visiting a dealership. The marketing content they can find online has a significant impact on these decisions. The development of digital technologies marked the need to extend the “4Ps” of marketing to 7, to include people, process and physical evidence. The impact on the traditional marketing was profound. New technologies made it possible to change the core product and extend it. From the early 2000s, car companies moved towards “selling personal transportation solutions” rather than “just selling cars.” Customers participated in creating products through the web. In the pricing field, transparency increased, downward pressure on prices grew, and dynamic pricing challenged vendor-fixed pricing, especially for the low-cost segments. Regarding place, the relationship between customers and dealers is difficult to replace. Almost everywhere, franchisees have obtained state legislation to protect their positions. However, given that many car buyers make their purchasing decisions before they even consider visiting a dealership, manufacturers often turn to augmented reality (AR) and virtual reality (VR) to present their products. In terms of promotions, the digital age opened up new channels of communication: some people speak of “the end of an era.” In the digital age, customers have access to a large amount of information about products, and power shifts towards them.


  1. Adjei MT, Noble SM, Noble CH (2010) The influence of C2C communication in online brand communities on consumer purchase behaviuor. J Acad Mark Sci 38(5):634–654CrossRefGoogle Scholar
  2. Baye MR, Gatti JRJ, Kattuman P, Morgan J (2007) A dashboard for online pricing. Calif Manag Rev 50(1):202–216CrossRefGoogle Scholar
  3. Burke R, Rangaswamy A, Gupta S (2001) Rethinking market research in the digital world. In: Mahajan V, Wind J (eds) Digital marketing: global strategies from the worlds’ leading experts. Wiley, London, pp 226–255Google Scholar
  4. Canzler W, Knie A (2016) Mobility in the age of digital modernity: why the private car is losing its significance, intermodal transport is winning and why digitalisation is the key. Appl Mobilities 1(1):56–67CrossRefGoogle Scholar
  5. Chaffey D, Chadwick E (2016) Digital marketing. PearsonGoogle Scholar
  6. Currid-Halkett E (2017) The sum of small things: a theory of the aspirational class. Princeton University PressGoogle Scholar
  7. D’Aveni R (2000) Beating the commodity. Harvard Business PressGoogle Scholar
  8. Deighton J, Barwise P (2001) Digital marketing communication. In: Mahajan V, Wind J (eds) Digital marketing: global strategies from the worlds’ leading experts. Wiley, London, pp 239–261Google Scholar
  9. Dodson I (2016) The art of digital marketing. Wiley, LondonGoogle Scholar
  10. Holzwarth M, Janiszewski C, Neumann MM (2006) The influence of avatars on online consumer shopping behavior. J Mark 70(4):19–36CrossRefGoogle Scholar
  11. JD Power and Associated (2000) More than half of all new vehicle buyers use the internet during the shopping process (press release, September 14)Google Scholar
  12. Kotler P, Kartajaya H, Setiawan I (2017) Marketing 4.0. Moving from traditional marketing to digital. Wiley, LondonGoogle Scholar
  13. Oge M (2013) Driving the future: combating climate change with cleaner, smarter cars. Arcade Publishing Google Scholar
  14. Palmer A (2014) Principles of service marketing. McGraw-Hill, NYGoogle Scholar
  15. Ryan D (2015) Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan PageGoogle Scholar
  16. Simon H, Schumann H (2001) Pricing opportunities in the digital age. In: Mahajan V, Wind J (eds) Digital marketing: global strategies from the worlds’ leading experts. Wiley, London, pp 362–390Google Scholar
  17. Sumantran W, Fine C, Gonsalvez D (2017) Faster, smarter, greener: the future of the car and urban mobility. The MIT PressGoogle Scholar
  18. Tapscott D (2000) Digital capital: harnessing the power of business webs. Harvard Business School PressGoogle Scholar
  19. Veblen T (1899, new ed 1924) The theory of the leisure class. Allen & Uniwin, LondonGoogle Scholar
  20. Winkelhake U (2017) The digital transformation of the automotive industry. Springer, BerlinGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Department of ManagementUniversity of TurinTurinItaly

Personalised recommendations