The Integration of Digital Marketing Solutions with Industry 4.0 in Enterprises in Poland – Aspects of Management and Security

Wioletta Wereda and Patrcyja Bryczek-Wrobel

European Research Studies Journal, 2024, vol. XXVII, issue 2, 649-660

Abstract: Purpose: The aim of the article is to introduce the integration of digital marketing solutions with Industry 4.0 in enterprises in Poland on the example of the NewConnect market – in the aspects of security and management. Design/Methodology/Approach: A combination of quantitative and qualitative research approaches was applied. To be more specific, data were collected by means of a diagnostic survey with the help of a questionnaire. More precisely, the data were accumulated utilizing the CATI system, by which interviews were conducted by a telephone conversation. The study acquired its quantitative data from the field in the months of July and August 2022 through surveys. Apart from empirical methods, theoretical research methods have also been administered including analysis-synthesis used to critically analyze reviewed literature. And finally, the technique includes abstraction for choosing specific parts for inspection. Findings: The considerations contained in the article are the part of a broader research on the integration of digital marketing solutions with Industry 4.0 in enterprises in Poland from the NewConnect market. Practical Implications: Enterprises in Poland use digital marketing to cooperate with various stakeholder groups. Thanks to Indusrty 4.0, managers can use modern marketing solutions to increase profits, customer loyalty, and reduce marketing costs. Originality/value: In modern times, the important element is the development of digital marketing in enterprises. The important part of the research are showing the effects in the process of implementing the digital marketing in Industry 4.0 era for companies in Poland.

Keywords: Digital marketing; enterprises; Indusrty 4.0; social media marketing; the NewConnect market; security management. (search for similar items in EconPapers)
JEL-codes: L22 M21 M31 (search for similar items in EconPapers)
Date: 2024
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