Trends of marketing communications development under the influence of industrial revolution 4.0

Iryna Shkurupska
PhD in Economics, Lecturer of Marketing Department, Odessa National Economic University, e-mail:irina.shkurupskaya@gmail.com

Cite this article:

Shkurupska, I. (2017). Trends of marketing communications development under the influence of industrial revolution 4.0. Ed.: M. Zveryakov (ed.-in-ch.) and others [Tendentsii rozvytku marketynhovykh komunikatsii pid vplyvom promyslovoi revoliutsii 4.0; za red.: М. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 1 (62), pp. 157–161.

Abstract

The article investigates the trends in the marketing communications development under the influence of the Industry 4.0. Particular attention is paid to the study of the relationship between virtual and real economic space through the Internet of things, in which modern firms are developing marketing activities. The advantages of integrated marketing communications (IMC) are defined as a fundamentally new approach in the development of marketing strategies. An increasing role of low-control sources of influence and dissemination of information is noted. Particular importance is given to the study of consumer behavior in the Industry 4.0. The transition to consumption individualization is the main trend in the formation of interactive two-way marketing communications.

Keywords

Industry 4.0; integrated marketing communications (IMC); Internet of things.

JEL classification: M310;  DOI: https://doi.org/10.33987/vsed.1(62).2017.157-161

UD classification: 658.8:697

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