Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce

Güven, Hüseyin

doi:10.1108/978-1-80043-380-920201003

Cited by 34 publications

(29 citation statements)

References 21 publications

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“…Marketing 4.0, dimana digitalisasi, penggunaan big data, produksi konten di media sosial dan keberhasilan pengelolaan media sosial menjadi hal penting dalam menciptakan hubungan yang baik antara konsumen dan perusahaan secara efektif (Bistra, 2017). Marketing 4.0 pada dasarnya bertujuan untuk memprediksi aktivitas pemasaran berdasarkan perkembangan pasar di masa depan dengan menggunakan manajemen data ataupun analisis tingkat lanjut (Guven, 2020).…”

Section: Memahami Digital Marketingunclassified

Implementasi Digital Marketing Bangbeli Apps Dalam Meningkatkan Jumlah Pengguna Di Kalangan Umkm

Nasyrullah

Abdullah

2021

JRMDK

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Tren pemasaran beralih dari konvensional (offline) menjadi digital (online). Konsep digital marketing bagi para pelaku usaha yaitu dapat memasarkan produknya dari mana saja dan kapan saja melalui internet. Fokus masalah yang diangkat, yaitu: (1) bagaimana implementasi digital marketing aplikasi Bangbeli dalam meningkatkan jumlah pengguna di kalangan UMKM (2) bagaimana kendala dan manfaat implementasi digital marketing aplikasi Bangbeli dalam meningkatkan jumlah pengguna dikalangan UMKM. Untuk mengungkapkan persoalan tersebut penelitian ini menggunakan metode deskriptif kualitatif, adapun sumber data yang digunakan adalah data primer dan data sekunder. Teknik dalam pengumpulan data malalui observasi, wawancara, dan dokumentasi. Analisis data dalam penelitian ini adalah pengumpulan data, reduksi data, penyajian data, dan kesimpulan. Sedangkan teori yang digunakan dalam penelitian ini adalah teori digital marketing. Dari hasil penelitian ditemukan bahwa implementasi digital marketing yang dilakukan oleh Bangbeli yaitu membentuk mengoptimalkan penggunan search engine optimization melalui Google Analytics dan Google Keyword Planner serta melakukan branding dengan konten yang dibagikan dikemas dengan visualisasi yang menarik perhatian seperti konten yang informatif dan memiliki pesan yang persuasif dan menjalin hubungan dengan pelanggan secara fast response (cepat tanggap) di media sosial. Strategi tersebut dapat membangun dan mempengaruhi brand awareness pada konsumen atau calon konsumen sehingga mereka familiar dengan eksistensi merek (brand) dari Aplikasi Bangbeli.

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Section: Memahami Digital Marketingunclassified

Implementasi Digital Marketing Bangbeli Apps Dalam Meningkatkan Jumlah Pengguna Di Kalangan Umkm

Nasyrullah

Abdullah

2021

JRMDK

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“…This revolution is a development from the other previous three major industrial revolutions, including Industries 1.0, 2.0, and 3.0. Industry 1.0 involved the discovery of steam machines and increased production activities, while Industry 2.0 was associated with the transition to mass production and electrical energy in the 20th century [1]. Industry 3.0 involved the transition from analog to digital production systems.…”

Section: Introductionmentioning

confidence: 99%

“…Consequently, the final results of the new industrial revolution are innovative businesses based on new entrepreneurial approaches that leverage emerging technologies, changing business models, and operational excellence [7]. These aspects of Industry 4.0 have a significant impact on marketing, and have led to evolution to ensure that marketing activities align with technological advancements and address consumers' current needs [1]. For example, unlike in traditional marketing, in which consumers passively receive marketing information, contemporary internet-based communication allows them to share feedback and opinions on a product or a brand.…”

Section: Introductionmentioning

confidence: 99%

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Rosário

Dias

2022

JSAN

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Industry 4.0, or the Fourth Industrial Revolution, is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing, and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers’ current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought about by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes which are most important for future research on Industry 4.0 and marketing. Therefore, a Systematic Bibliometric Literature Review was conducted based on the SCOPUS indexing online database of scientific articles, the most important peer-reviewed journal database in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations in, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity. Future research should focus on the quantitative study of these five principles.

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“…This revolution is a development from other previous three major industrial revolutions, including Industry 1.0, 2.0, and 3.0. Industry 1.0 involved the discovery of steam machines and increased production activities, while Industry 2.0 was associated with the transition to mass production and electrical energy in the 20th century [1]. Industry 3.0 involved the transition from analog to digital production systems.…”

Section: Introductionmentioning

confidence: 99%

“…Consequently, the final results of the new industrial revolution are innovative businesses based on new entrepreneurial approaches that leverage emerging technologies, changing business models, and operational excellence [6]. These aspects of Industry 4.0 have a significant impact on marketing and have led to evolution to ensure that marketing activities align with technological advancements and address consumers' current needs [1]. For example, unlike in traditional marketing, where consumers passively receive marketing information, contemporary internet-based communication allows them to share feedback and opinions on a product or a brand.…”

Section: Introductionmentioning

confidence: 99%

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Rosário¹,

Dias²

2022

Preprint

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Industry 4.0 or the Fourth Industrial Revolution is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers' current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on industry 4.0 and marketing. Therefore, a systematic literature review was conducted based on SCOPUS indexing online database of scientific articles, the most important peer-reviewed peer in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations on, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity.

show abstract

Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce

Cited by 34 publications

References 21 publications

Implementasi Digital Marketing Bangbeli Apps Dalam Meningkatkan Jumlah Pengguna Di Kalangan Umkm

Implementasi Digital Marketing Bangbeli Apps Dalam Meningkatkan Jumlah Pengguna Di Kalangan Umkm

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

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