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Marketing 4.0 for SMEs in the Digital Era: A Customer-Centric Approach

In: Digital Transformation of SME Marketing Strategies

Author

Listed:
  • Riccardo Rialti

    (University of Milan)

  • Lamberto Zollo

    (University of Milan)

Abstract

This chapter takes a customer-centric perspective to emphasize how digital transformation is differently received and acknowledged across generational cohorts, from baby boomers to generation Z. A new “digital” customer journey must be conceptualized to better understand customers’ experience and interactions (i.e., touchpoints) with enterprises present in online environments. The crucial role played by data and business intelligence is analyzed to deep dive the way SMEs might strategically lever market opportunities in respect to new digital experiences of customers.

Suggested Citation

  • Riccardo Rialti & Lamberto Zollo, 2023. "Marketing 4.0 for SMEs in the Digital Era: A Customer-Centric Approach," Springer Books, in: Digital Transformation of SME Marketing Strategies, chapter 4, pages 81-131, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33646-1_4
    DOI: 10.1007/978-3-031-33646-1_4
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