Study goals
The article aims to carry out a bibliographical review of the literature on the impacts caused by digital disruption on the marketing strategy of companies, and to analyze examples of segments of the economy that are in the process of digital disruption.
Relevance / originality
The digital revolution is transforming the economy, society, and business strategies. Understanding its impacts is essential to develop new marketing approaches and adapt to the contemporary business environment, which shows the importance of conducting research in this area.
Methodology / approach
The article is based on a literature review. Investigations were conducted in the Scielo and Google Scholar databases, using the keywords "digital transformation" and "digital revolution", "digital disruption" and "marketing strategy", and selected studies of a qualitative and quantitative nature.
Main results
The concepts discussed in the article make it possible to analyze the complex interactions between technology and marketing. Digital transformation is not just an incremental change, but a fundamental reconfiguration of strategies, business models and interactions with consumers.
Theoretical / methodological contributions
The review made it possible to understand that, despite the existence of several, there is vast space to deepen research and develop the associated concepts of digital disruption and its impact on the marketing strategy of companies in Brazil.
Social / management contributions
The article contributes to management, as it offers subsidies that can be used to create more favorable environments for the development of new marketing strategies and guidelines to enhance the performance of companies in a market in constant transformation.