O ψηφιακός μετασχηματισμός των επιχειρήσεων ως εργαλείο ανάπτυξης ανταγωνιστικού πλεονεκτήματος
KeywordsΑνταγωνιστικό πλεονέκτημα ; Κοινωνικά δίκτυα ; Νέες τεχνολογίες ; Ψηφιακό μάρκετινγκ ; Ψηφιακός μετασχηματισμός ; Ψηφιοποίηση ; 4η Βιομηχανική Επανάσταση ; Industry 4.0
The twenty-first century could be very easily described as a technological century, as the new data of this era show an increase in the use of computers, internet and consequently of social media, new technologies, digital tools and capabilities and they prove a trend towards digital transformation of companies, their digitization and the use of internet marketing. The modern way that businesses operate and the evolution of technology and of digital achievements have brought about various changes in the business world, in order to adapt to the current requirements and conditions. Today’s digital age is known as the era of the 4th Industrial Revolution. It is obvious that at this time the digital transformation of almost all industries, both public and private, dominates. The use of technologies and advanced production techniques by companies brings a variety of benefits and in this way companies are able to develop a complete digital strategy, to connect each other and communicate, adding value to themselves and to their customers. Digital transformation of business is possible through various technologies, such as Internet of Things, Artificial Intelligence, Virtual Reality, Machine Learning, Big Data etc. It should be emphasized that the digital transformation of enterprises is a quite complex and demanding work, as it requires the proper usage of both human resources and technological innovations and processes, at the same time. Due to the extremely difficult conditions that have been created by the COVID-19 pandemic, the need to use and exploit digital marketing today is becoming more urgent than ever. The competitive advantages of this type of marketing have led businesses worldwide to restructure their operations and their processes and introduce digital media and social networks in their daily routine, in order to remain competitive and survive.