Trends of marketing communications development under the influence of industrial revolution 4.0.
DOI:
https://doi.org/10.33987/vsed.1(62).2017.157-161Keywords:
Industry 4.0, integrated marketing communications (IMC), Internet of thingsAbstract
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.
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