Digital Transformation of SME Marketing Strategies : Innovating for the 4.0 Era

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 Customer Journey -- 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 Décor 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.