Digital Transformation in Marketing: From Marketing 3.0 to Marketing 5.0

Abstract

Digital transformation has become a key driver of change across nearly every industry, including marketing. Modern marketing is shifting from the Marketing 3.0 approach, which focuses on building emotional connections and human values, to Marketing 5.0, where technology plays a crucial role in enhancing consumer experience and well-being in digital spaces. This paper examines this transformation, covering aspects such as product digitalization, customer relations, and new technology-based business models. The study also explores the role of human resources and workplace culture in supporting digital transformation, supplemented with real-world examples from global companies. These findings aim to provide insights for academics and practitioners to understand the importance of human-centered technology in modern marketing.