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Marketing and the Fourth Industrial Revolution

3 September 2018

Samantha Davidson, managing director of leading B2B marketing agency Horizon Works, talks us through how the Fourth Industrial Revolution (4IR) will impact upon the way in which organisations market themselves.

We specialise in working with companies within complex industries such as manufacturing and engineering. It is these industries that are consistently at the forefront of technological change due to the high amount of machinery and processes that are involved within this space. Through years of experience of working within these industries, we can quickly grasp complex technologies, products and services and ensure that they are transformed into ideas that can be marketed effectively – nationally and globally. We strive to keep updated with the latest technologies and trends to help our clients stand out in an ever-changing market place.

It is estimated that in five to ten years’ time we will be in the midst of the 4IR which will ultimately mean new and evolving technologies becoming more and more prominent within the B2B world. It will affect key attributes that are pivotal to business today; more machines will be doing work for us; new methods of communication will allow us to communicate faster and to a wider audience and an increasing amount of data and information will become available.

An example of technologies that will shape the 4IR are Virtual Reality (VR) and Artificial Intelligence (AI). VR is a great example of an emerging technological device that will impact upon the way in which we market and work. This was also heavily stressed during the ‘Emerging Tech’ series as part of The Great Exhibition of the North as an upcoming and key tactic. For example, if a client is bringing a new product to the market, VR is a strong technique to implement as it allows your customers to interact with your product in a much more personal and interactive way.

Modernising your brand will be critical to this future way of industry and devices such as VR will be key to helping you achieve this. Your brand is your business and should reflect who you are and your future ambitions. We encourage our clients to implement a range of upcoming and ‘modern’ marketing tactics such as video, animation and other visual and immersive devices. One of our core values is innovation and innovation will be key to the 4IR. Ensure that your business embraces change to successfully future proof your organisation and make sure that you are choosing the right technologies that will work for your business.

Ultimately, the 4IR is a transition that many organisations should start preparing for now. For marketing to be effective, businesses will have to make sure they are reviving the way in which they market their products. It will become more about creating a story and experience for your customers through key methods such as VR and AI.

Horizon Works shares with its clients all the latest trends and insights within the complex industries and helps them to implement the latest techniques that will benefit the business and overall deliver marketing that is clear, connected and purposeful. Horizon Works has a diverse portfolio of clients including US-based AmeriWater, a premier provider of water treatment equipment, Cellular Solutions, a business communications and systems provider, The Expanded Metal Company, an expanded metal mesh manufacturer and Fera, which works across plant and bee health, crop protection, sustainable agriculture, food and feed quality, and chemical safety in the environment.

For further information please contact Horizon Works on 0345 075 5955 or email hello@horizonworks.co.uk.

Ultimately, the 4IR is a transition that many organisations should start preparing for now. For marketing to be effective, businesses will have to make sure they are reviving the way in which they market their products. It will become more about creating a story and experience for your customers through key methods such as VR and AI.

macinery, industrial, technology

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