Journal of Marketing Management June 2020, Vol. 8, No. 1, pp. 55-72 ISSN: 2333-6080(Print), 2333-6099(Online) Copyright © The Author(s). All Rights Reserved. Published by American Research Institute for Policy Development DOI: 10.15640/jmm.v8n1a7 URL: https://doi.org/10.15640/jmm.v8n1a7 A Proposal Digital Marketing Strategy for Marcheluzzo Srl: Training and Evaluating a Prediction Model for the Number of Adv. Impressions Charles Alves de Castro 1 Abstract: This research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. Key words: Business-to-Business, Digital Marketing, Marketing Consultancy, Prediction Model. Introduction Nowadays, we are living in a metamorphosis’s world, full of changes and transformations, in which sometimes it has been challenging to follow up on all of the rapid alterations, mainly related to the digital age and its aspects such as, new technologies, top-notch automation, internet of things, artificial intelligence, machine learning, and big data. Companies, industries, and brands should follow all of the new digital trends in order to keep up competitiveness and remain in the market. It could be a challenge for most of them but be placed behind is not the right decision. As in all fields of business, industries are also facing transformations, which concern an entire digitalization and robotic automation of manufacturing processes. Some new technologies are illustrating this scenario of a new digital industrial revolution, so-called Industry 4.0, usually refers to “smart factories” – whereby systems monitor processes and make decentralized decisions, such as the smart manufacturing technologies (autonomous robots, additive manufacturing, laser cutting), cyber-physical systems, big data and cloud computing, Internet of Things (IoT), artificial intelligence, machine learning, voice recognition, augmented reality (Barbsy, 2018) (Almada-Lobo, 2016) (Bettiol, Capestro and di Maria, 2017). The flexibility of production processes and better attention to the customers are required topics to meet the rising complexity of markets (Bettiol, Capestro, and di Maria, 2017). Even though the industries are focusing on digitalization and innovation, one significant factor that manufacturing firms have left apart is the impact of digital marketing or/and creating a digital strategy that helps take their business to the next level of advantage in the new industrial market; some firms are investing intensely in robotic automation and digitalization of the production sector, nonetheless forgetting the digital strategies that could be applied in business, for example, forming a digital marketing strategy in which it is critical for engineering and manufacturing firms in order to have a competitive advantage in the market, reduce costs in marketing and reach a wide range of people (Barbsy, 2018). The digitization of the business aspect, as well as how digital marketing activity is planned and implemented, should be considered in great depth for the industry sector (Barbsy, 2018). 1 University of Bari Aldo Moro, Master of Science in Marketing, Dept. of Economics, Management and Business Law, Largo Abbazia Santa Scolastica, 53, 70124, Bari, Italy. email: charlesturcastro@yahoo.com.br