The Emergence of Digital Transformation

This work consists of theoretical findings of existing research base and analysis of data from the empirical study. The goal of the secondary research was to investigate how a marketing department typically operated 5 to 10 years ago, how customers were reached previously and what kind of changes digital transformation has brought to the marketing department today including its impact on customer experience. In addition, the closer observation and analysis of digital transformation and its influence on the marketing department has been conducted by interviewing digital marketing professionals.