The New Digital Age of Marketing - A Pilot Study About Challenges Associated with Digitalization in Marketing

Abstract: This thesis examines Swedish marketers' digital transformation and how they utilize data and heuristics in decision making. Digitalization has developed rapidly, and affected many business functions, not least marketing. As technological advancements proceed continuously, there is a need to increase the understanding and implications this has on marketers. The authors do this through a pilot study of a quantitative study of marketers in Sweden. The results from the pilot study indicated that the areas of research were of relevance to marketers and with some changes could be conducted in a large-scale quantitative study. However the research area of this pilot study has a large scope and the format should not be directly copied. Instead, future studies need to use the questionnaire where it makes sense to study the phenomenon.