Trends in Marketing Channels transformation in Italian SMEs

In 2020, the Covid 19 pandemic extremely improved the process of digital transformation of all companies. In particular, new channels emerged as fundamental in order to keep and nurture the relationship with their customer and stakeholders. The study aims to investigate how marketing channels are transforming in Italian SMEs through the impact of digital in terms of how new technologies will impact the transformation of marketing channels in Italian SMEs. To this end, the Grounded Delphi Method (GDM) is applied which integrates aspects of the Grounded Theory with the Delphi method to explore current needs and behaviors and future ones in perspective. The analysis is in a preliminary phase and represents the first step of a project divided into several phases