The 4th Industrial revolution: Effects on Marketing and Communication - The Future Work place Series

 The 4^th 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 4^th 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 4^th 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….