Industry 4.0 is the trend towards automation and data exchange in manufacturing technologies and processes which include cyber-physical systems (CPS), the internet of things (IoT), industrial internet of things (IIOT), cloud computing, cognitive computing and artificial intelligence.
Industry 4.0 fosters what has been called a “smart factory”. Within modular structured smart factories, cyber-physical systems monitor physical processes, create a virtual copy of the physical world and make decentralized decisions. Over the IoT, cyber-physical systems communicate and cooperate with each other and with humans in real-time both internally and across organizational services offered and used by participants of the value chain.
One big factor that firms have overlooked, is the impact of digital marketing and creating a digital strategy that helps take their business to the next level in the new industrial age. Digital marketing and marketing automation can become a fundamental part of business, helping firms get new customers, connect with existing customers, and deliver the best possible experience. Many manufacturing businesses make good use of digital marketing – but there are many who only do a little, or are still relying on offline means.
That’s not to say it’s worth stopping all offline marketing activity – far from it. Digital marketing is best used in conjunction with whatever currently works, and helps supplement your other marketing activity. The trick is to put together a digital strategy that leverages your offline activity, and helps you attract leads, nurture them down a funnel and ultimately turn them into sales. Marketing automation also allows you to measure precisely which channels are helping you generate revenue, so you can focus on these and disregard the channels which are not contributing to your business as effectively. Overall, you can make data-driven decisions that allow you to keep up with the marketplace, and measure your digital marketing efforts.
In relation to industry 4.0, digital marketing can help turn site visitors into leads with marketing actions based on intent, reach individual customers with specific messaging, nurture leads down a funnel using automated messaging, align marketing and sales activity with an all-in-one platform, increase online sales and revenue through targeting marketing and improved sales processes, make best use of real-time automation to reach out to new customers and engage current ones, centralize your marketing and sales activity and see how they perform and make the most of internal staff resource by eliminating menial tasks that can be performed through automation.
Specific Technologies and Their Uses:
- Big data improves accuracy of data collection for targeted campaigns
- Artificial Intelligence and Machine learning find useful patterns to gain insights into marketing numbers for better ad targeting and consumer behavior projection, to interpret queries for relevant results, segment audience and integrate analytics to detect anomalies and do real time analysis of large data sets
- IoT and wearable devices to gather more information about its users, like their habits/preferences
- Blockchain to motivate consumers to watch or read advertisements and engage by leaving feedback or tagging friends
- Bots for effective two-way communication 24X7