## 4 Final Evaluation of Research
### Impacts of Innovative Marketing  
The second research question was \"What impact do innovative marketing tools cause when enterprises implement them in their strategy?\" The solution to this research question was a follow-up to the previous section. Identifying marketing innovations and their importance was a precondition for researching the impacts they cause. Impacts were also identified in the pilot project through qualitative research. Overall, 11 impacts were included in primary research. The list of impacts was also determined in the pilot project, using qualitative research. Fifty enterprises participated in the pilot research, which, according to the available information, use innovative marketing in their business and present themselves as implementing Industry 4.0. The research was conducted in the form of personal questions, using the focus group method. The outputs were subjected to a content analysis, involving marketing experts and a practical expert specializing in the implementation of Industry 4.0 in enterprises. The responses to the open questions were first coded and then grouped into clusters. This procedure identified 11 main impacts of innovative marketing that the firms we questioned considered important. The resulting list may be described as containing fundamental impacts in the application of innovative marketing 4.0. 1. Building PR and thus increasing the value of the enterprise. By implementing Industry 4.0 and innovative marketing in its program, the enterprise exhibits to the stakeholders and the surrounding area that it has a long-term vision. Implementation is usually linked to capital investment, which increases costs but also improves the image and value of the enterprise. This impact was most common in the replies half of all enterprises. 2. Higher demands on employees. Although marketing innovations are classified as non-technological, the implications of implementation are clearly linked to higher demands on employees. The Industry 4.0 philosophy will lead to a massive reduction in manual workers and a high demand for skilled people. Enterprises are already aware of the need to change the structure of their employees. 3. Improving communication with customers. The identified marketing innovations lead to better knowledge of customers. With social networks, credit cards, and other Internet footprints, enterprises will have perfect information about each individual. By processing big data, they can get to know their customer's behavior intimately and tailor their communication mix to fit their needs and, thus, achieve greater satisfaction. Improved communication with the target group leads to the acquisition of new customers. 4. Increasing the competitiveness of the enterprise. Respondents said that the implementation of innovative marketing and Industry 4.0 is in itself a competitive advantage which leads to assertion in a certain field compared to other enterprises. It is an increase in structural competitiveness resulting from ownership of assets or technology. 5. Change in the amount of costs. Enterprises have agreed that the implementation of innovative marketing and Industry 4.0 is associated with cost changes. The replies showed that it was not possible to unequivocally claim that there was an increase in costs because some enterprises stated that there was a reduction in costs. The time factor plays a large role in costs. In the short term, due to the introduction of Industry 4.0, this is a cost which, in the long run, leads to cost reductions. 6. Entering new markets. Thanks to an innovative approach, enterprises gain a competitive edge which aims to determine the growth strategy. These growth strategies often involve entering new markets. It is very often the internationalization of the enterprise, which concerns technologically developed countries. However, enterprises can expand their operations to other new segments where, for example, the expansion from the industrial to the consumer market has not yet functioned. 7. Increasing labor productivity.