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The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-08-2020-0510","type":"journal-article","created":{"date-parts":[[2020,11,12]],"date-time":"2020-11-12T05:53:00Z","timestamp":1605160380000},"page":"123-157","source":"Crossref","is-referenced-by-count":32,"title":["Information technology and marketing: an important partnership for decades"],"prefix":"10.1108","volume":"121","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6376-3265","authenticated-orcid":false,"given":"Jan Philipp","family":"Graesch","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Susanne","family":"Hensel-B\u00f6rner","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9736-3048","authenticated-orcid":false,"given":"J\u00f6rg","family":"Henseler","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"issue":"5","key":"key2021020414245431900_ref001","first-page":"126","article-title":"How to win with machine learning","volume":"98","year":"2020","journal-title":"Harvard Business Review"},{"key":"key2021020414245431900_ref002","unstructured":"AIS (2020a), \u201cAssociation for information systems ICIS conferences\u201d, available at: https:\/\/aisnet.org\/page\/ICISPage (accessed 20 July 2020)."},{"key":"key2021020414245431900_ref003","unstructured":"AIS (2020b), \u201cInternational Conference on Information Systems (ICIS)\u201d, available at: https:\/\/aisel.aisnet.org\/icis\/ (accessed 22 July 2020)."},{"key":"key2021020414245431900_ref004","unstructured":"AMA (2020), \u201cTypes of marketing\u201d, available at: https:\/\/www.ama.org\/the-definition-of-marketing-what-is-marketing\/ (accessed 20 July 2020)."},{"key":"key2021020414245431900_ref005","unstructured":"AMS (2020), \u201cAcademy of marketing science annual conference\u201d, available at: https:\/\/www.ams-web.org\/page\/AboutConferences (accessed 22 July 2020)."},{"key":"key2021020414245431900_ref006","first-page":"25","article-title":"Technology-based self-service: issues for retail management and research","year":"2015"},{"key":"key2021020414245431900_ref007","first-page":"323","article-title":"Internet of Things (IoTs) and marketing: conceptual issues, applications, and a survey: an abstract","volume-title":"Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces","year":"2018"},{"key":"key2021020414245431900_ref008","article-title":"Organizational implementation of intelligent automation as distributed cognition: six recommendations for managers","year":"2019"},{"key":"key2021020414245431900_ref009","article-title":"Jumping on the blockchain bandwagon: Lessons of the past and outlook to the future","year":"2016"},{"key":"key2021020414245431900_ref010","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1007\/978-3-319-45596-9_5","article-title":"Structured abstract: all online complaints are not created equal, corporate social media pages as customer service channels","volume-title":"Creating Marketing Magic and Innovative Future Marketing Trends","year":"2017"},{"key":"key2021020414245431900_ref011","unstructured":"Baker, W., Kiewell and Winkler (2014), \u201cUsing big data to make better pricing decisions\u201d, Edited by Mc Kinsey & Company, available at: https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/using-big-data-to-make-better-pricing-decisions, updated on 7\/1\/2014, checked on 7\/25\/2020."},{"key":"key2021020414245431900_ref012","doi-asserted-by":"crossref","unstructured":"Bauer, H.H., Toma, B. and Fischer, D. 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