The Digital Journey: Reflected Learnings and Emerging Challenges

This paper provides a literature-based examination of the four stages of marketing’s digital journey to date and the key milestones or points of interest along the way. In reflecting on the path taken, intriguing insights emerge which pose ongoing challenges for businesses and for the marketing discipline. Arguably failure to heed the resulting warnings will impede marketing’s ability to harness the benefits of digital and to effectively counteract the associated negative consequences of a digitally-enabled marketplace. The implications of marketing’s digital journey are explored here along with their most pressing consequences. This is the peer reviewed version of the following article: Quinton, S & Simkin, L 2016, 'The Digital Journey: Reflected Learnings and Emerging Challenges' International Journal of Management Reviews, vol In press. DOI: 10.1111/ijmr.12104, which has been published in final form at https://dx.doi.org/10.1111/ijmr.12104 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.