Skip main navigation

The disruption to marketing in the digital world

The disruption to marketing in the digital world
…the changing digital environment has potentially serious consequences for how marketing is practiced and for the marketing function as a subordinate domain of management.
(Quinn et al., 2016, p. 2125)
Indeed, technological evolution disrupts the traditional ways in which managers carry out marketing. Do we really understand the implication of these disruptions? What do they mean for our organisation? What do they mean for managers and entrepreneurs?
Watch the video in which Tom Dyer, head of strategy at Adgen, and Owen Lee, global digital strategy and partnerships director at OMD International, explain the impact of technological disruption on marketing and the transformation of marketing in the digital world.
You may wish to read the article by Lee Quinn et al. in the references section. It discusses how strategic target-market selection decisions are shaped, challenged and driven in response to the rapidly evolving technological landscape. It also evaluates the implications of these changes for the role of marketers and the organisational function of marketing.

Your task

Having watched the video, discuss the following questions:
  • In your view, why do we need to understand the transformation of marketing in the digital world?
  • Are you experiencing these transformations in your organisation? How do you see these transformations affecting your organisation – do these bring you more opportunities or challenges?


Quinn, L., Dibb, S., Simkin, L., Canhoto, A., & Analogbei, M. (2016). Troubled waters: The transformation of marketing in a digital world. European Journal of Marketing, 50(12), 2103–2133. Locate link (available to fee-paying students

This article is from the free online

Get Started With Digital Marketing

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now