Abstract
New age technologies (NATs) such as generative AI (GAI), agentic AI, the metaverse, and blockchain, among others, are revolutionizing how firms engage with consumers, deliver value, create new content, and personalize experiences at various levels (e.g., brand, product, product line, business unit, and firm). This study is based on the premise that the influence of NATs on the marketing strategies of firms as well as the marketing strategy formulation process is growing rapidly. Based on this premise, this study explores the following four questions: (1) What are transformative marketing strategies (Principles)? (2) How are they developed (Plan)? (3) Why are they needed (Purpose)? and (4) Where can they be used (Practice)? Accordingly, this study considers seven popular marketing strategies firms use—pricing, distribution, product, promotion, selling, global market entry, and innovation—that are included in TMS. Using various use cases across these marketing strategies, this study discusses how marketing managers can use these NATs to enhance productivity, create personalized marketing experiences, make more informed strategic decisions, and drive higher engagement with minimal manual effort. This study also advances a 2 × 2 matrix—the relative speed of NAT adoption vs. the relative speed of relevant marketing strategy adaptation—that offers a structured framework to help firms integrate and manage these seven strategies for better performance. Through the intersection of NATs and marketing adaptability, this study outlines implications for both research and practice, offers valuable strategies for organizations, proposes several research questions, and establishes a foundation for the future of TMS in the era of NATs.
