Marketing in the era of 4.0

The digital era 4.0

The era of 4.0 is felt more than ever, whether through the automation of manufacturing processes, interconnectivity between machines, artificial tool intelligence or the Internet itself, which propels the industry to new heights. These technologies from this industrial revolution allow manufacturing companies to build autonomous plants with artificial intelligence in order to achieve operational flexibility.

A wind of change for marketing

Although the shift from 4.0 is the integration of new technologies, generally in the manufacturing environment, what about marketing and brand image through the wind of change?

Any change must be supported by a thoughtful strategy that should be integrated into the company's reality. Both the operational and marketing aspects must be taken into account. Indeed, establishing a digital and branding strategy remains an essential aspect in any change, especially in the 4.0 era.

Mistakes to avoid according to Lakhos

In our opinion, one thing must be avoided at all costs, namely, to abandon the digital strategy and brand image. That is, to undertake the 4.0 shift in manufacturing tools, thus adopting the autonomous factory model, but leaving web tools behind. In fact, we believe that digital tools not only make it possible to achieve the objectives set, but also to properly position the company according to the target market, to communicate a powerful brand image and to promote it on an online web site, on a mobile application, on social networks and many other communication channels.

From now on, marketing is no longer just about the product, but about the story you are telling. In this line of thought, history is built through the brand image, mission, values and experiences that a company brings to its consumers.

The importance of aligning your idees

How to avoid having a state-of-the-art factory, but an outdated online site that doesn't communicate the right message to the target audience?

  1. Define the desired brand image

We use the innovative spirit of our team to create a company's own brand image. We create or redefine this image, always with the aim of imbuing it in the consumer's mind. Our objective is to differentiate ourselves from our competitors and gain credibility in the eyes of all through our strategic digital and brand image approach.

  1. Establish the marketing strategy

We develop a digital and branding strategy using new technologies. This strategy improves the customer experience by attracting new consumers to the conversion process. There are a wide range of tools that can improve the quality and/or value of the offer, it is a question of using the right ones for your needs. We are here to assess your situation and establish the strategy that corresponds to your objectives. Keep in mind that improving the interactions between your consumers and your business will inevitably contribute to your conversion rate for the services offered or your products.

  1. Use appropriate digital and traditional tools

Generally referred to as "push" marketing, traditional marketing practices also remain relevant in the context of marketing in the digital age. In fact, the ideal is to combine traditional marketing with digital marketing. This combination would optimize the sales potential, since each consumer's need would be met by the ideal tool, whether traditional or digital. To leave nothing behind, we believe it is necessary to establish a digital and brand image strategy that is up to date.

Groupe Clermont Conseil (GCC), an engineering consulting firm in operational excellence, has clearly identified the importance of having a digital strategy and brand image aligned with the 4.0 era. Working for GCC, we were able to familiarize ourselves with the new Ulink program. This program aims to collect data in real time and provide a set of key performance indicators that identify sources of production problems and helps to reduce costs. In addition to adopting Ulink, a program oriented towards the 4.0 era, GCC is updating its website and optimizing its brand image. We have done this work in close collaboration with GCC and thanks to the creative spirit of our team, Groupe Clermont Conseil has redefined its visual identity using innovative graphic designs that illustrate the concepts of the industrial sector.

In conclusion, the era of 4.0 and the integration of new technologies does not only concern manufacturing companies and automated plants. This shift also concerns the brand image projected by companies as well as the digital strategy used to achieve the objectives. To remain competitive, a company must necessarily take a step forward in the digital and traditional directions such as web design, mobile applications, social networks or magazines. Companies must adapt to this wind of change and make different use of the tools already at their disposal to reach their audience and reach another peak. A company no longer stands out by the quality of their product and its operational process, but also for the image it communicates. It's up to you!

Marketing: expense or investment?

Many managers consider marketing as an expense rather than an investment. How do we answer them? If marketing actions are well directed, they are always a lever for profitability.

Before starting a marketing project, it is essential to have some understanding of the market. What does your target customer buy? Where are the places he is most likely to buy? What are his values? Who are your competitors and what are they doing? As any good marketing specialist would say, there is no point in taking misguided action. You need to know where and how to direct your efforts to maximize profits.

A concrete example of application

How to choose your media? For example, a car dealer displays an advertisement inside a bus shelter in Montreal. Its print rate is very low for its targeted market since pedestrians do not usually have a car and are less likely to buy one. Although the exposure time is very high, the message is not addressed to them.

Before taking this action, the marketing manager should have taken the time to describe his target, understand the behavior and determine the places and media on which he spends most of his time to maximize his print and print rate generate sales. He must also consider a set of psychographic factors in order to understand the lifestyle and decision-making process of his targeted clients.

Demystify marketing

It's important to remember that marketing is not synonymous with advertising, but it's part of it. Marketing is a set of techniques designed to understand the needs of consumers and create value for them. It's about providing the right product or service, at the right place, at the right time, with the right message and to the right people.

Also, it is important to understand the relationship between sales and marketing, two areas of a company that are closely interconnected and interdependent. Marketing and sales activities have the same goal: to generate revenue. Marketing focuses on developing tactics to increase the perceived value of prospects to the business and its products / services. In order to turn these prospects into buyers, the company's representatives usually have to communicate directly with them to determine their needs, to provide certain precision and to follow up to finally generate sales. These two functions are therefore conducted iteratively and the process must be adapted to the industry and segment.

The goals of sales and marketing must be guided by organizational goals. For this reason, our experts are involved in other areas of the client company to align objectives and complete projects in an efficient and integrated way.

How to perform?

It is important to have performance indicators to ensure the profitability of marketing actions. At the digital level, there are a variety of indicators that are automatically generated, whether through Google Analytics, Google Ads or statistics provided by social networks. At a traditional level, marketing experts are able, using calculations or existing tools, to measure the performance of their actions.

More generally, if you want to know the profitability of your actions, you could evaluate, for example, the cost of customer acquisition, the percentage of customers from marketing and cost per opportunity (lead). Consult an expert to determine the best indicators that will allow you to properly direct your efforts in this area.

How much to invest in marketing?

Indeed, determining the budget allocated to marketing is a big challenge, especially for small business owners. Several methods are used to determine the optimal amount that will maximize the impact of marketing actions.

In some firms, the percentage of gross income is a favored method for determining the budget because it allows for proportional investment based on the business income. What percentage to invest? In this regard, there is a difference of opinion among the experts. No doubt because the answer depends on the internal and external environment of each company.

There are several other factors to consider when setting your budget:

  • The industry;
  • The competition;
  • Your goals;
  • The deadlines in which projects must be carried out;
  • The expected return on investment.

In order to allocate the right amount to each project, it is important to properly assess the cost of each resource mobilized before determining your budget. Running out of resources in full realization can lead to considerably negative consequences.

How to do it?

The different techniques you can use to determine your marketing budget will be the subject of a future article. You can also consult our experts to establish your budget and determine how your projects will be deployed.

Here are two key elements to remember to maximize your profit

  1. Focus on planning, strategy and execution to properly direct your marketing efforts.
  2. Don’t only value the amount invested, but most importantly, how it is used (efficiency and effectiveness).