Marketing in the era of 4.0


Industry 4.0. Fourth industrial revolution. Digitalization and automation of modern business process and using robots, online technology, Internet of thing etc.

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How to avoid having a state-of-the-art factory, but an outdated online site that doesn’t communicate the right message to the target audience?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