Is Industry 4.0 a Marketing Gimmick?
Commentators have been talking about Industry 4.0, or the Fourth Industrial Revolution, for a long time – ever since the advent of the robot. The idea is to automate all (or nearly all) of the production pipeline, thereby freeing up labour and enabling greater resource extraction.
However, the concept seems to be taking a long time to happen. We’re supposed to already have integrated supply chains and sensors in every product package, but that hasn’t happened yet.
Even so, most mainstream pundits don’t think Industry 4.0 is a marketing gimmick. Instead, it is something marketers can use to their advantage when discussing their businesses online. Being a member of the new vanguard of technology is always exciting and attracts the biggest VC investments and the most talented employees.
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Why Industry 4.0 Isn’t Just a Marketing Gimmick
While the Fourth Industrial Revolution might feel a long way off for people living in economic backwaters in North America and Western Europe, the evidence is that it is moving forward, even if slower than many people anticipated. Studies by PwC show that around 90 per cent of manufacturing firms now use at least one Industry 4.0 technology, with more than three quarters looking to invest in the area in the near future.
We’re also seeing considerable government support for the Industry 4.0 concept. Planners are investing in sectors that they hope will automate more of the supply chain and boost productivity across the economy.
Finally, Industry 4.0 is showing up in the form of new roles for workers. Employees have to upskill to manage and leverage the technologies involved, increasing their value to firms.
How Industry 4.0 Is Helping Company Marketing Efforts
Interestingly, Industry 4.0 is also helping company marketing efforts in numerous ways. The biggest impact is the ability to collect vastly more data. Marketers are using this information to learn about their audiences and provide them with a superior service. Personalised ad campaigns and up-to-the-minute delivery information are just two examples of how this new industrial revolution is shaping business interactions already.
Data is also going into creating digital twins that help firms model their operations in more detail and predict what might happen if they change things. These developments mean that they can now promise simulated stress testing to their customers, ensuring higher quality and a greater ability to predict faults.
We’re also seeing Industry 4.0 leading to the use of more immersive technologies. Customers can now don AR and VR headsets and experience a new way of interacting with firms that brings them into a true 3D environment.
More down to earth, Industry 4.0 is also helping to optimise various marketing campaigns for a higher return on investment. Firms are using the technology to seek out more cost-effective marketing channels and using machine learning to discover optimal marketing strategies that get more clicks and conversions
Final Words
In summary, Industry 4.0 is not a gimmick – it’s happening. And it’s helping to boost marketing in new and interesting ways nobody predicted.
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