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This work consists of theoretical findings of existing research base and analysis of data from the empirical study. The goal of the secondary research was to investigate how a marketing department typically operated 5 to 10 years ago, how customers were reached previously and what kind of changes digital transformation has brought to the marketing department today including its impact on customer experience. In addition, the closer observation and analysis of digital transformation and its influence on the marketing department has been conducted by interviewing digital marketing professionals.

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Denysova, Valeriia
The main purpose of this work is to analyze digital transformation and its influence on the marketing departments of B2C large and mid-sized companies. The study is focused on the specific challenges that marketing departments face. The role of the new marketing trends and technologies and its influences on reaching new customers.

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