The 4th Industrial Revolution:
Effects on Marketing and Communication

 




The Fourth Industrial
Revolution (4IR) is a transformative period characterized by the integration of
physical, digital, and biological systems. Its impact on marketing and communication
has been profound, with new technologies and data-driven approaches
revolutionizing the way companies engage with consumers.

The 4th
Industrial Revolution is not artificial intelligence!

 

Mmmm sounds cliché…
right?

 

Let’s delve deeper into
what we have seen so far!

The implementation of Augmented
Reality (AR) and Virtual Reality (VR): AR and VR technologies are allowing
marketers to create more immersive and interactive brand experiences. For
example, a furniture retailer might use AR to allow customers to visualize how
a particular piece of furniture would look in their home before making a
purchase. Similarly, a car manufacturer might use VR to allow customers to take
virtual test drives of new models, or Mediatecsolutions is working to allow
VR/AR/MR tools available for developmental communication projects.

 

The production of
content that has been made easier and specific to the particular need of time,

Audio-visual
materials are now as easy as yes! The type of production and the voice-over variety
is quite something.  The predictions on
TV are as easy with better predictions due to algorithms that allow for easy
prediction of materials.

 

Personalized
Advertising: Advances in AI and machine learning are enabling marketers to
collect and analyze vast amounts of data on consumer behavior, preferences, and
purchase history. This data can be used to create highly targeted and
personalized advertising campaigns that are more likely to resonate with
individual consumers. For example, a clothing retailer might use data on a
customer’s purchase history and social media activity to create targeted ads
for specific products or promotions.

 

Another key area of this transformation has been the rise of data and analytics. With the growth of
digital technologies, companies now have access to vast amounts of customer
data, which they can use to gain insights into consumer behavior and
preferences. This has led to the development of data-driven marketing
strategies, where marketers use machine learning algorithms and predictive
analytics to identify patterns and trends in consumer behavior. For example,
Amazon’s recommendation system uses data on previous purchases and browsing
history to recommend products to customers, creating a more personalized
shopping experience.

 

What of the impact of
4IR on marketing is the rise of digital marketing channels?

 With the growth of social media, mobile
devices, and other digital technologies, companies can now reach consumers
through a variety of online channels, including social media, email, search
engines, and mobile apps. This has led to a shift away from traditional
marketing channels, such as print, radio, and television, and towards digital
marketing channels that offer greater flexibility, targeting, and
cost-effectiveness. Brands are working on the proposed value proposition across
channels.

 

In addition to its
impact on marketing, 4IR has also transformed communication. The rise of social
media and other digital technologies has led to an explosion of information and
content available to consumers, creating new challenges for communication
professionals. To break through the noise and capture consumers’ attention,
communication professionals are increasingly turning to storytelling,
influencer marketing, and other strategies that can help them create engaging,
memorable content that resonates with audiences. For example, Coca-Cola’s
“Share a Coke” campaign invited consumers to personalize Coke bottles
with their names, creating a highly shareable and engaging social media campaign
using DALEE and Chapt GPT.

 

Finally, the rise of
social listening and engagement has transformed the way companies interact with
consumers. With the growth of social media, companies can now monitor and
engage with customers in real time, responding to feedback, questions, and
concerns quickly and effectively. This has led to a shift away from traditional
one-way communication channels, such as press releases and advertising, and
towards more interactive and engaging communication strategies that prioritize
customer engagement and feedback. For example, T-Mobile’s “Twitter Customer
Support” has become a highly successful way for the company to engage with
customers in real-time, addressing issues and concerns as they arise.

 

Are we as marketers
and communicators being obliterated in the 4th industrial revolution?

Yes and No, yes
because old skill sets will no longer be needed in the new age.no because

Human nuances are not
easy to replicate in the AI world as yet….

 

P.S …Cheka Kama
kiroboto…..!! Not sure there is an AI that can pronounce and do a text-to-video
that sounds that Kenya….

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