THE RELEVANCE OF SOME DISRUPTIVE TECHNOLOGIES IN MARKETING AND GEOMARKETING CONTEXTS

Abstract

Technologies are evolving at a breakneck pace, resulting in genuine revolutions in various areas, which is why they are commonly called disruptive. This set of technologies includes: AR - Augmented Reality, IoT - Internet of Things, AI - Artificial Intelligence, and Big Data. This study aims to understand whether these technologies have a significant impact on marketing and geomarketing. The conclusions indicate that these technologies play a relevant role in these contexts. AR has immersive potential in advertising campaigns; IoT enables communication across various devices, for example, a smart vehicle receives advertisements as it passes near a store; AI supports the prediction and personalization of products and services based on location and purchasing habits; Big Data houses and manipulates a considerable amount of data, essential for decision-makers.