The Impact of Digital Marketing Transformation on Business Culture and Society

Abstract

The emergence and evolution of Digital Marketing has brought with it enormous benefits for business and society as a whole. It has revolutionized the business culture, putting marketing in a central role, and changed the way people look at the world. Nevertheless, and despite all its benefits, it also brought with it severe problems for society. It is therefore necessary to strike a balance between the benefits and risks resulting from Digital Marketing and also try to find solutions to mitigate the latter.