Marketing 4.0 and beyond: Digital transformation affected marketing first. Now this revolution has extended to all areas of business and can be compared with Industry 4.0, which is now networking the entire industrial value chain including integration with marketing of course.
In essence, this involves the evolution of the user experience. Focus here is on the relationship with the customer, which can reach a whole new level of quality and intensity through the use of digital technologies.
Which trends will define digital marketing of the future?
1. Personalization will become a success factor in Marketing 4.0. In the past few years, many marketing departments focused on social media to activate the broad masses and at certain points also enter into dialogue with the stakeholders. Now customers as individuals are taking centre stage. Individual website visitors are to be addressed with content relevant to their interests. As a result, networks like Facebook are waning as messengers like WhatsApp are gaining importance because they make it possible to address customers personally. In addition to this, algorithms for the context-sensitive display of personalized offers and information are steadily gaining importance.
2. The Internet of Things (IoT) is providing new insights into usage behaviour and is thus considered by experts to be the most important future trend. IoT connects all products to the internet and network them with each other. The associated digital touchpoints for customers provide a whole new world of opportunities and need for action with regard to marketing.
3. Big Data is becoming Smart Data. Are companies succeeding in evaluating the vast amount of user data and using it sensibly for marketing? Can they provide their customers with offers in the right place and at the right time? Are they precisely tailored to their needs and desires? Big Data is not only critical to planning communication, but also serves as the basis for further personalization and automation of digital marketing.
4. Mobile marketing is becoming standard. The days of stationary internet are numbered. The new game changers are wearables. Among other things, they can use location based services to deliver added value to customers with locally relevant, context appropriate content. For example, exhibitors can send digital content about their exhibits to visitors at their trade fair stand using beacons. Thus they can provide them with an individual and immediate experience.
Digital change is not only about technology, but also includes changes in corporate cultures. Futurist Mike Walsh describes this quite well in his presentation “The Digital Transformation Deadline”.
For more information about the digital transformation of marketing read our articles Big data, big change? Digital marketing transformation-the status quo and How to manage the digital transformation of marketing successfully.