engleski

Contribution of Digital Marketing Activities to the Sustainability of Smart Products and Services

The development of digital technologies influences consumer behaviour and causes changes in their preferences. The creation of product and service innovations, new business models and interactive consumer relationships are increasingly emphasized with the presence of digital technologies. Consumers' expectations from products and services, influenced by digital innovations and disruptions, have become more complex and unique. A new paradigm, digital transformation (DT) has enabled the collaboration between ecosystem stakeholders and the interaction between sellers and consumers takes place through several different digital channels. Consumers have thus been given a new role and become co-creators of value in the domain of products and services, creating a competitive advantage for sellers. Smart products and services are a new generation of innovations characterized by servitization and sustainability care. These innovations make it possible to create a digital representation of almost every physical entity and its characteristics in unlimited time and place. The sustainability of smart products and services requires the supporting role of marketing activities due to the constant needs of consumers for new functionalities. The aim of this paper is to identify marketing activities that contribute to the sustainability of smart products and services, but also the technologies used in recognized activities. Secondary data from databases relevant to the research field were used for this research. Qualitative analysis was conducted based on a literature review of selected papers that strongly contribute to the achievement of set research aims. Research results show a set of marketing activities, which in changing market conditions, ensure the sustainability of smart products and services. In addition to marketing activities, the results show technologies that support their implementation. Ultimately, a summary of activities and technologies contributes to the creation of guidelines by authors, focused on the sustainability of smart products and services.

smart products ; marketing activities ; sustainability ; digital technologies

nije evidentirano