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Effective Use of Automating Productivity to Improve e-Marketing Strategies for Entrepreneurial Projects
American Journal of Economics and Business Management,
Vol. 8 No. 4 (2025): April
Abstract
This study aims to identify the role played by the effective use of production automation in improving e-marketing strategies for entrepreneurial projects. The study also focused on the essential elements of effective use, through which productivity can be improved, to develop e-marketing strategies that can contribute to entrepreneurial leadership. The importance of this study stems from its emphasis on the role of the effective use of production automation in e-marketing strategies, which is a significant challenge facing companies in the current economy. 165 electronic questionnaires were distributed to customers who purchased the aforementioned company's products. The statistical analysis program Smart PLS SPSS was used to analyze the research sample. The study results also showed that the effective use of production automation plays a significant role in achieving e-marketing strategies, as it can contribute to improving the performance of entrepreneurial projects and promoting innovation and change within companies. The study also revealed that customers who purchase products exhibit different preferences, reinforcing the importance of providing a distinctive customer experience. The most important recommendations are to enhance awareness and training, as companies are advised to develop strategies for the effective use of production automation to achieve e-marketing strategies and how to market and sell them effectively, and to qualify them to deal with customers seeking these products.
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- Baines, T., Bigdeli, A. Z., Bustinza, O. F., & Shi, V. G. (2020). Servitization and its impact on product and service innovation. Industrial Marketing Management, 89, 50-66.
- Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice. Pearson.
- Groover, M. P. (2018). Automation, production systems, and computer-integrated manufacturing (5th ed.). Pearson Education.
- Järvinen, J., & Taiminen, H. (2016). Harnessing digital marketing analytics to enhance customer value. Journal of Business Research, 69(4), 1249-1256.
- Kagermann, H. (2015). Change through digitization—Value creation in the age of Industry 4.0. Management of Permanent Change, 23(2), 23-45.
- Kaplan, A., & Haenlein, M. (2019). Rethinking AI: Ethical challenges and societal impact. California Management Review, 61(4), 59-87.
- Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
- Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. Kogan Page.
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-92.
- Porter, M. E., & Heppelmann, J. E. (2017). Why every organization needs an augmented reality strategy. Harvard Business Review, 95(6), 46-57.
- Rüttimann, B. G., & Stöckli, M. T. (2016). Lean and Industry 4.0—Twins or Contenders? Procedia CIRP, 52, 163-168.
- Rüßmann, M., Lorenz, M., Gerbert, P., Waldner, M., Justus, J., Engel, P., & Harnisch, M. (2015). Industry 4.0: The future of productivity and growth in manufacturing industries. Boston Consulting Group Report.
- Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (3rd ed.). Kogan Page.
- Schuh, G., Anderl, R., Gausemeier, J., ten Hompel, M., & Wahlster, W. (2017). Industrie 4.0 Maturity Index: Managing the Digital Transformation of Companies. acatech STUDY.
- Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real people, real choices (9th ed.). Pearson.
- Straub, D. (2020). Digital marketing: A strategic approach. Wiley.
- Xu, X. (2021). Industry 4.0 and digital transformation: A bibliometric analysis. Journal of Manufacturing Systems, 59, 344-360.
References
Baines, T., Bigdeli, A. Z., Bustinza, O. F., & Shi, V. G. (2020). Servitization and its impact on product and service innovation. Industrial Marketing Management, 89, 50-66.
Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice. Pearson.
Groover, M. P. (2018). Automation, production systems, and computer-integrated manufacturing (5th ed.). Pearson Education.
Järvinen, J., & Taiminen, H. (2016). Harnessing digital marketing analytics to enhance customer value. Journal of Business Research, 69(4), 1249-1256.
Kagermann, H. (2015). Change through digitization—Value creation in the age of Industry 4.0. Management of Permanent Change, 23(2), 23-45.
Kaplan, A., & Haenlein, M. (2019). Rethinking AI: Ethical challenges and societal impact. California Management Review, 61(4), 59-87.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. Kogan Page.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-92.
Porter, M. E., & Heppelmann, J. E. (2017). Why every organization needs an augmented reality strategy. Harvard Business Review, 95(6), 46-57.
Rüttimann, B. G., & Stöckli, M. T. (2016). Lean and Industry 4.0—Twins or Contenders? Procedia CIRP, 52, 163-168.
Rüßmann, M., Lorenz, M., Gerbert, P., Waldner, M., Justus, J., Engel, P., & Harnisch, M. (2015). Industry 4.0: The future of productivity and growth in manufacturing industries. Boston Consulting Group Report.
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (3rd ed.). Kogan Page.
Schuh, G., Anderl, R., Gausemeier, J., ten Hompel, M., & Wahlster, W. (2017). Industrie 4.0 Maturity Index: Managing the Digital Transformation of Companies. acatech STUDY.
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real people, real choices (9th ed.). Pearson.
Straub, D. (2020). Digital marketing: A strategic approach. Wiley.
Xu, X. (2021). Industry 4.0 and digital transformation: A bibliometric analysis. Journal of Manufacturing Systems, 59, 344-360.