The increasing digitalization shapes and provides new impulses for the marketing activities of companies in many ways. First, the digital “footprints” left by users enable the development of sophisticated predictive models (“Big Data”) and powerful decision support systems. Second, users are increasingly taking over individual stages in the value chain: creating online content (e.g. YouTube videos or blog entries), digital word-of-mouth advertising in the form of customer reviews and recommendations (viral marketing). Third, social media in particular plays an increasingly important role in generating and channeling attention. Fourth, new cloud technologies require greater data availability (“ubiquitous computing”). However, in addition to the opportunities opened up by these developments, companies and employees also perceive associated disadvantages. For example, B2B customers perceive risks due to digital technologies, which represent possible barriers to market success. In this area of tension, the members of the Digital Marketing Research Topic are researching relevant challenges for business practice and society, which are grouped around the answers to the following research questions.