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

Riccardo Rialti is an Assistant Professor of Management at the Department of Economics, Management and Quantitative Methods at the University of Milan, Italy. Previously, he has been a Research Fellow and Adjunct Professor of Management and visiting faculty at University of Lincoln, Middlesex University London, Sophia University and ESCP Europe. His-main research interests are related to digital technologies for management and marketing.



Lamberto Zollo is Associate Professor Digital Marketing and Innovation in Marketing Channels at the Department of Economics, Management and Quantitative Methods at the University of Milan, Italy. His main areas of research refer to SMEs' new technologies adoption and digital transformation, as well as managerial decision-making processes in start-ups and organizations.