Digital Transformation of SME Marketing Strategies

1 Introduction.- References.- 2 SMEs' Digital Transformation from a Marketing Perspective.- 2.1 What Does Digital Transformation Mean in the Marketing Literature?.- 2.1.1 Internet, Computer, and Businesses. A Brief Overview.- 2.1.2 The Expressions of Digital and Digital Technologies: How Do They Become Two of the Most Diffused Jargon in Management and Marketing Language?.- 2.2 The Effects of Worldwide Diffusion of Digital Processes and Transformation for SMES.- 2.3 Digitalization in Industry 4.0: A New Challenge and Opportunity for SME Marketers.- References.-3 New Technologies and SMEs' Business Model: 'Marketization 4.0'.- 3.1 The Key Drivers Shaping Future Digital Trends.- 3.2 A Holistic and Integrated Overview of New Technology Implementation in SMEs.- 3.2.1 Sensors and Actuators.- 3.2.2 Smart Beacons and Radio Frequency Identification (RFID).- 3.2.3 Mobile Technologies.- 3.2.4 Cybersecurity Tools.- 3.2.5 Internet of Things (IoT).- 3.2.6 Embedded Systems (Cyber-Physical Systems) and Cloud Systems.- 3.2.7 Additive Manufacturing.- 3.2.8 Robotics Technologies.- 3.2.9 Virtualization Techniques (Virtual Reality, Augmented Reality, and Simulation Techniques).- 3.2.10- Big Data Analytics, Machine Learning and Artificial Intelligence.- 3.2.11- Blockchain and Smart Contracts.- 3.2.12- Digital Payments.- 3.3 How Technologies 4.0 Are Affecting SMES' Business Model and Marketing Strategies.- 3.3.1 The Impact of Technologies 4.0 on Business Models.- 3.3.2 Marketing Strategists in the 4.0 Landscape: How to Lever New Technologies.- References.- 4 Marketing 4.0 for SMEs in the Digital Era: A Customer- Centric Approach.- 4.1 The Evolution of Marketing: Marketing to Digital Generations.- 4.2 Marketing in the Digital Age and the New CustomerJourney.- 4.3 Big Data for Big Profit.- 4.4 Transforming Big Data Into Small Data.- 4.4.1 Big Data, Small Data, and Smart Insights.- 4.4.2 Which Data Should SMEs Capture?.- 4.4.3 The Promises and Perils of Blockchain Protocols to Analyze Big Data.- 4.5 Emerging Mechanisms to Generate Competitive Advantage in the Digital Era.- 4.5.1 Adopting Competitive Intelligence Tools.- 4.5.2 Adapting the Value Proposition.- References.- 5 Case Studies: From Theory to Practice.- 5.1 Methodological Approach.- 5.2 Selected Cases and Data Collection.- 5.2.1 SMEs' Digitalization and Marketing in the Fashion Industry.- 5.2.2 SMEs' Digitalization and Marketing in the Food and Wine Industry.- 5.2.3 SMEs' Digitalization and Marketing in the Fintech Industry.- 5.2.4 SMEs' Digitalization and Marketing in Fashion Distribution.- 5.2.5 Home Decor and Furniture SMEs Digitalization of Marketing Strategies.- 5.3 Results: The Common Path Toward Digitalization.- References.-6 How Can Managers Transform SME Marketing Strategies in a 4.0 Fashion?.- 6.1 SME 4.0 Marketing Transformation.- 6.1.1 Identify Who Is Leading the Way.- 6.1.2 Making the Case for Digital Transformation: Crafting the Vision Within Your Business.- 6.1.3 Benchmarking Current Capabilities and Defying Resource Requirements.- 6.1.4 Integrating New Digital Technologies Into Current Systems and Processes.- 6.1.5 Handling Change Management by Managing Culture.- 6.1.6 Measuring the Outcomes.- 6.1.7 Don't Forget About Customers.- 6.1.8 Tools to Manage the Process.- 6.2 Effective Strategies and Channels for SMEs.- 6.3 Effects of 4.0 Marketing Strategies.- References.- 7 Conclusion.- References.

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• Inteligência artificial
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digitalisation;SME;big data;marketing 4.0;martech