DIGITALNA TRANSFORMACIJA MARKETINGA U MEĐUNARODNOJ TRGOVINI KROZ TEHNOLOGIJE INDUSTRIJE 4.0

Abstract

This paper explores the digital transformation of marketing in international trade through the application of Industry 4.0 technologies. Regarding the rapid development of digital technologies, particularly artificial intelligence (AI), the Internet of Things (IoT), automation, and data analytics, marketing in international trade is changing rapidly, making interaction with consumers in the global market faster, more efficient, and personalized. The development of Industry 4.0 technologies has enabled companies to enhance the precision of their marketing strategies, improve communication with global markets, and create greater value for end users. The interaction between businesses and consumers, which was initially one-way and mass-approach based, evolves with Industry 4.0 through personalized strategies, providing sophisticated segmentation, real-time data processing, and consumer behavior tracking. In the context of the accelerating digital transformation, major changes are redefining the development of international trade, with a special focus on the opportunities provided by Industry 4.0 to redefine global marketing and advance business strategies on a global level.