Abstract—In the context of accelerated technological advancements reshaping various industries, the field of marketing is undergoing significant changes. The existing academic studies offers a limited perspective on the application of transforming technologies such as artificial intelligence, augmented and virtual reality, and analytics in marketing. This theoretical review aims to bridge this gap by providing a comprehensive analysis of the transforming technologies for marketing effectiveness increasing. Emphasising these technologies prevalence categorizing into specific groups by their functions and roles in marketing, as identified through a detailed examination of academic literature. This categorization facilitates a deeper understanding of how each technology uniquely contributes to marketing effectiveness, aligning theoretical insights with practical applications. A critical literature review of academic articles, focusing on the latest developments and applications of transforming technologies in marketing, to understand their roles and application, enhancing effectiveness of marketing activities, was performed in this research. The results present a systematic dissection of the scope and applications of these rapidly evolving technologies, providing a pivotal insight for academics and practitioners for enhancing a complex landscape of transforming technologies for marketing effectiveness increasing.

Keywords—transforming technologies, marketing technologies, marketing effectiveness, theoretical review

Cite: Ilona Skačkauskienė and Julija Nekrošienė, "A Theoretical Review on Transforming Technologies for Marketing Effectiveness," Journal of Advanced Management Science, Vol. 12, No. 3, pp. 129-138, 2024.