From traditional to digital: the marketing mix in the technological era

Authors

DOI:

https://doi.org/10.22201/ceide.16076079e.2025.26.2.5

Keywords:

Marketing mix, Digital Marketing, Buying Process, Digitalization, digital transformation

Abstract

The fast pace of modern life has made consumers more demanding, seeking products and services tailored to their individual needs. As our expectations evolve, brands must innovate to keep up. This article explores how recent technologies are transforming the marketing mix: flexible pricing, personalized promotions, new sales formats, and multichannel customer service. As technological advancements continue, the elements of the marketing mix keep evolving, reshaping the way we interact with brands. How will this evolution affect us soon?

→ Leer más

Author Biography

Catalina Gutierrez-Leefmans, Universidad Autónoma del Estado de México, Facultad de Contaduría y Administración

Doctora en Ciencias Económico Administrativas. Profesora e investigadora para la Facultad de Contaduría y Administración de la Universidad Autónoma del Estado de México. Pertenece al Sistema Nacional de Investigadores con Nivel i. Autora y co-autora de artículos de investigación para revistas de investigación y congresos nacionales e internacionales sobre mercadotecnia estratégica, mercadotecnia digital y estrategia digital. Coordinadora del sitio www.delodigital.mx para crear una comunidad de aprendizaje y análisis de temas relacionados con los negocios digitales.

References

Chaffey, D., y Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing, and integrating online marketing. Taylor Francis. https://doi.org/10.4324/9781003009498.

Deloitte. (2023). Marketing Mix Modeling (MMM): Una herramienta de Analytics para medir la eficacia publicitaria. Deloitte. https://www2.deloitte.com/es/es/pages/strategy-operations/articles/marketing-mix-modeling-herramienta-analytics-eficacia-publicitaria.html.

Drummond, Q. (2024, enero 22). The Top 10 Disruptive Technologies of 2024: Insights from LOAF Gen AI24 by DVC Consultants. Medium.com. https://medium.com/@quentincordueanderson/the-top-10-disruptive-technologies-of-2024-insights-from-loaf-gen-ai24-by-dvc-consultants-efc6e370f1a7.

Jamaludin, A., Huridi, M. H., y Hashim, M. R. (2018). The relationship between e-marketing strategy and competitive advantage: A conceptual framework. International Journal of Managerial Studies and Research (ijmsr), 6(12), 19-25. http://dx.doi.org/10.20431/2349-0349.0612003.

Lasi, M. B. A. (2021). The relationship between e-marketing mix strategy and integrated marketing communication: A conceptual framework. International Journal of Economics and Management Systems, 6. http://www.iaras.org/iaras/filedownloads/ijems/2021/007-0017(2021).pdf.

Porter, M. (2001). Strategy and the internet. Harvard Business Review. https://hbr.org/2001/03/strategy-and-the-internet.

Published

2025-03-12

Issue

Vol. 26 No. 2 (2025): 25 años de la Revista Digital Universitaria: nuevos ciclos, misma pasión

Section

Varietas

License

Copyright (c) 2025 Revista Digital Universitaria

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Licencia Creative Commons
Revista Digital Universitaria es editada por la Universidad Nacional Autónoma de México se distribuye bajo una Licencia Creative Commons Atribución-NoComercial 4.0 Internacional. Basada en una obra en http://revista.unam.mx/.