What are the determinants of improving the marketing activities of enterprises through the use of advanced information, teleinformation, communication, Internet and advanced information processing technologies?
In my opinion, the development of Internet information services will be determined by technological progress in the field of new ICT technologies and advanced data processing techniques typical of the current technological revolution, known as Industry 4.0.
The development of information processing technology in the era of the current technological revolution determined by Industry 4.0 is determined by the application of new information technologies, for example in the field of e-commerce and e-marketing. These solutions are the basis for business success of the largest Internet technology companies that offer on the Internet information retrieval services, data collection and processing in the cloud (eg Google) and providing information services on developed social media platforms (eg Facebook, Instagram, YouTube, Tweeter, LinkedIn, Pinterest, and others).
The current technological revolution known as Industry 4.0 is motivated by the development of the following factors: Big Data database technologies, cloud computing, machine learning, Internet of Things, artificial intelligence, Business Intelligence and other advanced data mining technologies. The mentioned information technologies in connection with the improvement of ICT and communication technologies, with the progressive process of increasing computing power of computers will become an important determinant of technological progress in various branches of industry in the coming years.
On the basis of the development of the new technological solutions in recent years, dynamically developing processes of innovatively organized analyzes of large information sets stored in Big Data database systems and computing cloud computing for applications in such areas as: machine learning, Internet of Things, artificial intelligence are dynamically developing, Business Intelligence. Added to this are additional areas of application of advanced technologies for the analysis of large data sets such as Medical Intelligence, Life Science, Green Energy, etc. Processing and multi-criteria analysis of large data sets in Big Data database systems is made according to the V4 concept, ie Volume (meaning number of data), Value (large values of specific parameters of the analyzed information), Velocity (high speed of new information appearing) and Variety (high variety of information).
The advanced information processing and analysis technologies mentioned above are used more and more often for marketing purposes of various business entities that advertise their offer on the Internet or analyze the needs in this area reported by other entities, including companies, corporations, financial and public institutions. More and more commercial business entities and financial institutions conduct marketing activities on the Internet, including on social media portals.
The abovementioned information and communication technologies combined with the improvement of ICT techniques and the implementation of Business Intelligence analytics to the processes of economic and financial, economic, macroeconomic and market analyzes may be instrumental to efficient and effective management of economic, investment and enterprises processes, including analyzes carried out for the purpose of improving marketing activities in enterprises.
More and more companies, banks and other entities need to conduct multi-criteria analyzes on large data sets downloaded from the Internet describing the markets on which they operate, as well as contractors and clients with whom they cooperate. On the other hand, there are already specialized technology companies that offer this type of analytical services, develop customized reports that are the result of multicriteria analyzes of large data sets obtained from various websites and from entries and comments on social media portals.
Do you agree with me on the above matter?
In the context of the above issues, I am asking you the following question:
What are the determinants of improving the marketing activities of enterprises through the use of advanced information, teleinformation, communication, Internet and advanced information processing technologies?
Please reply
I invite you to the discussion
Thank you very much
Best wishes
... In the order of significance, the four key influential factors for beneficial impact assessment in the multicultural global environment are as follows: sources of beneficial impacts; operational efficiency; international marketing strategic choice and beneficial outcomes... Rana, S., Prashar, S., Barai, M. K., & Hamid, A. B. A. (2020). Determinants of international marketing strategy for emerging market multinationals. International Journal of Emerging Markets.
I agree with the opinion. Companies require technology. For example, in human resources management: 1) job valuation, 2) pricing, 3) organizing work, 4) planning, 5) career, 6) control. Principle: Advanced technologies> easier control> good company image> more customers> more sales> more satisfaction.
Regards, Jarek
Dear Professor Jarosław Kardas, Thank you very much for the comment supporting my thesis. Best wishes
... In the order of significance, the four key influential factors for beneficial impact assessment in the multicultural global environment are as follows: sources of beneficial impacts; operational efficiency; international marketing strategic choice and beneficial outcomes... Rana, S., Prashar, S., Barai, M. K., & Hamid, A. B. A. (2020). Determinants of international marketing strategy for emerging market multinationals. International Journal of Emerging Markets.
The digital solutions of Industry 4.0 change humans as consumers and affect their work processes and behaviour. Moreover, considering the extremely dynamic and even exponential development of technology and its impact on society, one can claim that changes also occur in the areas of marketing activities and marketing tools aiming to adapt them to the new reality of today’s markets (Daviy et al., 2017; Sterev, 2017; Mazurek, 2019; Mazurek and Nosalska, 2018)....
Speaking of a digital business ecosystem, we talk about the connectivity of and among stakeholders, which enables cooperation, communication, as well as the co-creation of personalised value that is created on the basis of data available in real-time and coming from the cognitive processes that analyse customer behaviour. Both customers and other market participants, e.g. business partners or suppliers who participate in a vast digital business ecosystem, should be treated as stakeholders of the ecosystem. Therefore, based on an in-depth literature review of the idea of Industry 4.0, the authors propose a set of the main principles of marketing for the Fourth Industrial Revolution. These principles are:
- Cooperation,
- Conversation,
- Co-creation,
- Cognitivity,
- Connectivity.... Nosalska, K., & Mazurek, G. (2019). Marketing principles for Industry 4.0—a conceptual framework. Engineering Management in Production and Services, 11(3), 9-20.
Marketing 4.0 emerged in consequence of various changes sourced from intense global competition, new type of consumers and rapid development in technologies (Vassileva, 2017). Actually, whether it is a new phenomenon or it is a modification of existing marketing implementations is discussed in the literature (Jara et al., 2012, p. 854; Tarabasz, 2013, p. 129; Nowacki 2015, p. 315). Like previous marketing concepts, customers are still the center of the marketing activities however; the difference lies behind the market conditions. Marketing 4.0 is operated in extremely cybernetic marketing system in which business transactions and customer activities can be monitored in real time (Dholakia et al., 2010, p.497). Marketing 4.0 focuses on satisfaction of customers’ needs and desires like first two generations and it tries to create value for all entities like third generation. In addition to them, it offers a direct interaction of consumers with products with enhanced technology (Jara et al., 2012, p. 854). Consumers can either display the features of the product or purchase it by scanning matrix barcode, radio frequency identification (RFID) and near field communication (NFC) tags themselves.... BAŞYAZICIOĞLU, H. N., & Karamustafa, K. (2018). Marketing 4.0: impacts of technological developments on marketing activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-640.
Dear D A Gayan Nayanajith,
Thank you very much for the rich, substantive information and explanations on the topic: What are the determinants of improving the marketing activities of enterprises through the use of advanced information technologies Industry 4.0? Thank you very much for the bibliographic sources provided. Joint discussions are very constructive, new concepts are created, ideas are exchanged and different approaches to specific issues are created. Joint discussions significantly contribute to the improvement of scientific research concepts, new theses, new formulas and directions of new research works. I also encourage you to continue discussions on the various topics on my profile.
Greetings, All the best, Stay healthy!
Dariusz Prokopowicz
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