The Untold About Strategy Marketing 4.0(1st Edition)
Authors:
Aminata Balde
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ISBN: B0CQ2BB1B2, 979-8871527207
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The Untold About Strategy Marketing 4.0 1st Edition Summary: This research work joins academic studies which are interested in the digital transformation by providing deeper knowledge in regarding the marketing digitalization of small and medium-sized enterprises (SMEs). There literature criticizes companies for not exploiting the full potential of Digital Marketing. The main objective of this study is the determination of the elements necessary to enable French-speaking Swiss SMEs to achieve digital maturity in terms of marketing. In order to answer our research question, a qualitative study was adopted: data was collected through interviews semi-directive with 10 SMEs in French-speaking Switzerland. Then, a focus group was carried out to consolidate the results from the interviews and deepen the knowledge on the challenges relating to the transition to digital marketing. THE main results emerging from this study reveal that SMEs are convinced of the need for digitalization of marketing. They are also aware of the impact of the digital transition on their professional environment. Yet, some SMEs have difficulty initiating or leading the transformation project on the practical plan. Indeed, the establishment of a digital culture, the acquisition of skills in terms of digital as well as the use of digital marketing tools require involvement of members of management in the digitalization project and the deployment of good practices in the workplace. Therefore, this study suggests to SMEs the necessary components of digital maturity and some avenues for reflection to support the development of the digital strategy.
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