Data and digital technology have undoubtedly transformed the field of marketing, but it would be inaccurate to say that they are killing marketing. Instead, they are reshaping the way marketing is conducted and providing new opportunities for businesses to reach their target audience effectively. Here's a detailed answer with examples and references:

1. Enhanced Targeting: Data and digital technology allow marketers to gather vast amounts of information about consumers, their preferences, and behaviors. This enables highly targeted marketing campaigns. For instance, platforms like Facebook and Google Ads provide robust targeting options based on demographics, interests, and online behavior. This level of precision helps businesses reach the right audience with personalized messages, leading to higher conversion rates.

2. Improved Measurement and ROI: Digital marketing allows for accurate tracking and measurement of marketing efforts. Marketers can analyze data in real-time, measure key performance indicators (KPIs), and adjust strategies accordingly. This data-driven approach helps optimize campaigns, improve return on investment (ROI), and make informed decisions. For example, Google Analytics provides insights into website traffic, conversions, and user behavior, enabling marketers to refine their strategies.

3. Personalization and Customer Experience: Data enables marketers to create personalized experiences for customers. By leveraging customer data, businesses can tailor their marketing messages, product recommendations, and offers to specific individuals or segments. This personalization enhances customer experience and increases engagement. Amazon's recommendation system, which suggests products based on previous purchases and browsing history, is a prime example of data-driven personalization.

4. Automation and Efficiency: Digital technology allows for marketing automation, streamlining repetitive tasks and saving time. Automation tools like email marketing platforms, chatbots, and social media schedulers enable marketers to reach a wider audience while maintaining efficiency. This frees up time for marketers to focus on strategy, creativity, and building relationships with customers.

5. New Marketing Channels: Digital technology has opened up new marketing channels that were previously unavailable. Social media platforms, mobile apps, influencer marketing, and search engine marketing have become essential components of modern marketing strategies. These channels offer businesses a wider reach, allowing them to connect with customers on platforms they frequent.

While data and digital technology bring numerous benefits to marketing, challenges also arise. Privacy concerns, data security, ad-blocking, and information overload are some of the issues that need to be addressed. However, these challenges can be managed through ethical data practices, transparent policies, and delivering relevant and valuable content to consumers.

In conclusion, data and digital technology have revolutionized marketing by providing enhanced targeting, measurement capabilities, personalization, automation, and new marketing channels. Instead of killing marketing, they have empowered businesses to reach their audience more effectively and deliver personalized experiences. By leveraging data and digital tools, marketers can adapt to the evolving landscape and drive successful marketing campaigns.

References:
1. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
2. Ryan, D., & Jones, C. (2019). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
3. Strauss, J., & Frost, R. (2016). E-marketing. Routledge.