Page 83 - IMDR Journal 2025

Research Article
THE IMPACT OF DEEP TECH ON
MODERN MARKETING INNOVATIONS,
CONSUMER BEHAVIOR & STRATEGIC ADAPTION

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Neha Sonawane , Sakshi Nigam ,Ananya Gupta , Nischay Jain 1
ABSTRACT
In the last 20 years, new technology has changed a lot in marketing. Now, many Businesses uses tools like blockchain, AR, AI,
and big data to improve the connection with people and promote their products. This study shows about how marketing
methods have changed from 2001 to 2025. Back in the early 2000s, to reach their customers, companies mostly used websites,
emails, and regular ads and many more. But in the 2010s, because the social media became very popular, and that changed
everything. So now Brands started using digital marketing more, to teamed up with influencers, to promote their brands and to
gain more customers attention.
By the 2020s, modern technologies like blockchain, AR/VR, and AI have become really important for helping businesses to
connect better with their customers. As we come closer to 2025, many companies are using AI-powered tools like chatbots,
data analysis, and tools that can help to predict customer behavior for more personalized and interesting experiences.
This study shows that how marketing has changed a lot over time by going through real-life examples, industry reports, and
research articles. The findings show that companies are always adapting and improving to stay ahead in today’s digital world.
Even though technology has changed a lot and have adapt new technologies which has opened many new ways for brands to
reach people, it has also brought many challenges like data privacy concerns, the right way to used of AI, and keeping up with
what customers expect. If the businesses wants to build long lasting good relationships with customer’s, then they need to
learn and find the right balance between using new technology and being responsible for it.

INTRODUCTION Now a days to reach the right users/ people, Modern
marketing depends on influences, social media, and
According to Moore (2010), “crossing the chasm” is one of
the biggest challenges for tech companies. This is about personalized ads. While the new technologies have many
going from a small group of users to a much bigger one. new opportunities but, they also create new problems.
Companies now face many challenges of data privacy, and
But bigger markets don’t always act the same way. It’s not check if AI is used in a fair way, and managing customers
easy, and companies need to understand how different want.
people are if they want to sell more.
This study shows how technology changed consumer
As technology has advanced, it’s become harder for many behavior and marketing strategies from 2001 to 2025. It uses
people to understand or use it in daily life (Parasuraman, real examples, surveys, and reports to understand how
2000). For customers, it's often confusing to decide whether businesses are adapting to these changes. It also highlights
to try something new. Over the last 20 years, technology has the ethical concerns that come with using customer data in
completely changed how marketing works and how people marketing.
behave as buyers.
LITERATURE REVIEW|
Because of this, the fast rise of digital tools, data tracking,
and automation has changed the way businesses connect The Development of Technology in Marketing
with people. (2001–2025).
Back in the early 2000s, most companies just used websites, In the early 2000s, when companies mostly used websites,
emails, and regular ads. But by the 2010s, social media email campaigns, and online advertising to connect with
became popular, and marketing started focusing more on customers, it was due to digital marketing that began in the
those platforms. early 2000s. So the marketing strategies were made to
become more individualized, social, and interactive in the
Companies connect with their customers have changed a lot 2010s as social media platforms like Facebook, Instagram,
in recent years, due to new technologies like artificial TikTok, and Twitter gained traction (Tuten and Solomon,
intelligence (AI), blockchain, augmented reality (AR), and
2017). By 2020, technological developments were done in
big data. These tools help make marketing more personal,
the like big data analytics, artificial intelligence (AI), and
engaging, and interactive transparent. To understand AR/VR experience had changed, how consumers interacted
customer behavior, to predict future trends, and create better with brands, claims Chaffey (2020). This made it possible
marketing experiences many companies uses AI, AR/VR to for highly customized marketing and deeper interaction
stay competitive in the market.
with brand messaging.
Corresponding author: nehajitendrasonawane@gmail.com
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Institute of Management Development and Research, Pune
Cite this Paper :
Neha, S., Sakshi, N., Ananya, G., Nischay, J., (2025)
The Impact of Deep Tech on Modern Marketing: Innovations, Consumer Behavior, and Strategic Adaption, JMDR
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