Digital Conflicts in Marketing and Sales

Abstract

The rapid digital transformation is driving businesses to reexamine their marketing plans and practices. Marketers face new conflicts while they are implementing digital marketing strategies. The main objective of this chapter is to deeply understand these conflicts and to provide appropriate solutions. This chapter addresses six digital conflicts that challenge marketers most: (1) online versus offline channel conflicts, (2) conflicts stemming from digitalization gap, (3) conflicts in influencer marketing context, (4) conflicts in artificial intelligence (AI) context, (5) environmental conflicts and digital marketing, and (6) ethical conflicts and digital marketing. Finally, we discuss conflict management strategies for the most challenging digital marketing conflicts.

Citation

Baycur, G., Delen, E. and Kayişkan, D. (2022), "Digital Conflicts in Marketing and Sales", Özsungur, F. (Ed.) Conflict Management in Digital Business, Emerald Publishing Limited, Leeds, pp. 43-61. https://doi.org/10.1108/978-1-80262-773-220221004