![]() However, to address the challenges of DT, marketing theory has to be enriched with new concepts, logic, and tools that are in line with the ongoing evolution (De Luca et al., 2020). It can help a company adapt to the constantly changing needs and trends coming from the external environment. In this context, marketing can play a fundamental role, considering its important function of connecting firms and the market. Moreover, DT extends beyond the adoption of one or more digital technologies, as it entails rethinking the market approach and value proposition, changing organisational processes and structures, and, in some cases, innovating the business model, thus involving a plurality of internal and external actors (Broekhuizen et al., 2021). Scholars agreed that the implications of DT are profound and manifold. Both academics and practitioners have proposed several definitions of DT, which has thus become a ‘hype’ or ‘buzzword’ however, not enough attention has been paid to what DT is and how it can be conceptualised (Gong & Ribiere, 2021 Hausberg et al., 2019). In light of this evolution, there is growing interest in the topic of digital transformation (DT). In the industrial sector, the digital investment mainly aims to improve customer engagement, enhance relationships with employees, reduce time-to-market through agile manufacturing and supply chain management, promote operational efficiency, and advance data exploitation. In this context, some technologies can be considered already mature, such as mobile business, cloud computing, and the Internet of Things (IoT), whereas other technologies seem to be emergent, including blockchain and artificial intelligence. Data from the most recent report by Anitec-Assinform (2021) indicate that TLC & media, industry, and banking are the three sectors in Italy that reveal the highest investments in absolute value totalling €8.815, €7.909, and €7.989 million, respectively. The business world is profoundly influenced by this transformation, which is occurring across industries, albeit at varying intensities. Society is undergoing a constant technological transformation that involves changes in all areas – from the economy to culture and politics. Research and managerial implications are discussed in light of the main barriers and risks involved in the implementation of digital transformation. Professional skills are variously augmented, while organisational processes are becoming more effective and flexible through the use of multiple knowledge and cross-functional experiences. Digital technologies impact marketing by improving the abilities of market analytics, pricing, and channel management and helping to build relationships with clients to achieve value co-creation. The results show that digital technologies are widely used by firms, although they often belong to the category of traditional tools, and companies are more ‘digitalised’ than ‘digitally transformed’. The study conducted qualitative research in the form of in-depth interviews with managers working for companies operating in different Italian industries. In particular, since digital transformation can reshape the traditional process of value creation in which marketing is primarily involved, the article analyses the impact of digital transformation on traditional marketing, including its role, organisation, and instruments. This study investigates how digital technologies are currently implemented by companies. However, digital transformation is complex, and firms still lack the abilities to fully grasp and exploit its opportunities. Digital technologies are now imperative for markets and society, and digital transformation is becoming a key area of business innovation.
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