THE IMPACT OF DIGITAL DISRUPTION ON THE MARKETING AND ADVERTISING FUNCTIONS

Abstract

Purpose of the study. The introduction of digital technology to the broader marketing and advertising landscape has brought about many changes to the marketing and advertising functions which are making organisations to rethink their business models and invest in new capabilities. This study was conducted to explore the impact of digital disruption on the marketing and advertising functions and provide recommendations on how to retool for the digital age.Method/Design. A qualitative study was conducted, and a non-probability, simple random, judgement sampling approach was followed. The study took the form of semi-structured interviews with practitioners from marketing, advertising, media, production and regulatory bodies.Results. The main fi ndings indicated that digital disruption has redefi ned the marketing and advertising functions. Digital technology is exposing the shortcomings of existing business models as well as traditional media platforms like television. New capabilities are required in order to meet the needs of digitally savvy consumers and to stave off competition from new agile technology savvy competitors.Limitations. Further research is required to explore the impact of digital disruption to on organisational culture.Contribution of the study. This study sheds much-needed light on the impact of digital technology on the respective fi elds of marketing, media and advertising; and expounds the evolution that advertising and marketing organisations and practitioners need to undergo to remain viable in the digital age