Published Paper Details:

The rapid evolution of digital technologies has transformed the foundations of contemporary marketing, reshaping how firms create value, engage consumers, and compete in increasingly dynamic environments. Marketing in the Age of Digitalization: Critical Problems and Integrated Solution Pathways examines the multifaceted challenges posed by digital transformation and proposes holistic strategies to navigate these complexities. This article synthesizes current academic and industry perspectives to highlight four major problem domains: data proliferation and privacy concerns, algorithmic bias and ethical dilemmas in AI-driven decision-making, digital customer experience fragmentation, and the pressures of platform-dominated markets. First, the unprecedented volume of consumer data enables highly personalized marketing but simultaneously introduces significant privacy, security, and regulatory challenges. Conflicts between personalization and consumer autonomy, along with varying global data protection frameworks, create operational uncertainties for firms. Second, the rising reliance on artificial intelligence and machine learning generates new layers of opacity and potential bias. While AI enhances targeting accuracy and automation efficiency, it also risks reinforcing unfair practices or eroding trust when decision-making processes lack transparency. Addressing these issues requires governance models that balance performance with accountability. Third, digitalization has fragmented the customer journey across multiple touchpoints--including social media, mobile applications, e-commerce platforms, and emerging interfaces like voice assistants--making it increasingly difficult for firms to deliver coherent, seamless experiences. This fragmentation often results in inconsistent branding, message dilution, and weakened customer loyalty. Developing integrated omnichannel strategies supported by real-time analytics is essential to bridge these gaps. Fourth, the dominance of digital platforms such as search engines, social media networks, and online marketplaces introduces structural challenges, including heightened competition, dependency risks, and reduced control over consumer data. Firms must adopt platform-aware strategies and explore alternative digital ecosystems to mitigate these vulnerabilities. To address these interconnected issues, the article proposes an integrated solution framework built around four pillars: ethical data stewardship, human-centered AI governance, omnichannel experience orchestration, and platform diversification. Ethical data stewardship emphasizes transparent data practices, informed consent, and secure infrastructure. Human-centered AI governance promotes fairness, explainability, and the integration of human oversight in algorithmic systems. Omnichannel orchestration leverages unified data architectures and experience design principles to ensure consistency across touchpoints. Finally, platform diversification encourages firms to build collaborative ecosystems, strengthen owned digital assets, and reduce overreliance on dominant intermediaries. By synthesizing emerging evidence and offering actionable pathways, this study contributes to ongoing debates on how marketing can remain effective, responsible, and resilient in an era defined by digital transformation. The article provides scholars with a conceptual framework for future research and offers practitioners practical guidance for navigating the challenges and opportunities of digital-era marketing.