PROSPECTIVE ANALYSIS OF DIGITAL TECHNOLOGIES RELATED TO MARKETING THROUGH BIBLIOMETRIC AND PATENTOMETRIC MAPPING

ABSTRACT

The growing presence of Digital Information and Communication Technologies in the daily lives of individuals and organizations is transforming personal, professional, and institutional interactions. In this technological society, companies resort to both traditional and digital marketing to attract customers and position their brands. This study aims to examine the technological development in the field of marketing between the years 2012 and 2022, analyzing scientific production and patent application filings. Bibliometric and patentometric mappings are conducted, revealing peaks in publications in 2021, possibly driven by the consequences of social isolation caused by the 2020 coronavirus pandemic. It was observed that the majority of works focus on using technologies to strengthen interactions between companies and customers, with social media playing a crucial role. The patents, mostly classified as G06Q 30/02, encompass technologies for organizing data in strategic decisions regarding prices and promotions. This study provides insight into the current state of the relationship between digital technologies and marketing, serving as a foundation for future theoretical and practical research.

Keywords:
Marketing; Digital Information and Communication Technologies; Prospection