Marketing for Industry 4.0 Challenges

Industry 4.0
Chloe Bunce

Industry 4.0 is much more than an industry buzzword. It represents a significant movement within manufacturing and engineering, involving the gradual combination of traditional manufacturing and engineering practices with technological advancements, such as automation, enhanced data exchange, smart factories and robotics. Like most major changes in the workplace, challenges will arise that businesses must overcome to not only survive but also thrive. Continue reading as we explore the strategic marketing activities businesses can adopt for a smooth and successful transition.

What is Industry 4.0 and Why Should Businesses Adapt?

Industry 4.0 is not simply the act of replacing people with machines and robotics, instead it is the way in which people can work together with current automation and data exchange technologies such as cyber-physical systems, the Internet of Things (IoT), Operational Technology, cloud computing and cognitive computing. For the manufacturing industry, there are several key influencers driving the transition, including; the need for data driven decisions with the use of IIoT, richer visual and collaborative business intelligence, and increased connectivity.

So, why exactly should businesses adopt Industry 4.0? Technological advancements are no longer at the early adoption stage. They are proven, and they deliver many benefits to the industry. These are essential for producing more innovative products and increased output, whilst also enabling smarter processes, reduced costs and improved bottom lines. Those not looking to change their operations in line with this new revolution risk being left behind in this evolving global market.

Recruitment and Developing New Talent

The increased use of technology in the workplace will mean the pool of skills will also need to evolve for businesses to implement and operate new systems, maximise opportunities that derive from new technologies and strategies like the Internet of Things. Recruiting and developing new talent is key for successful transition However, with the high demand of professionals with this select knowledge businesses must retain the top talent and importantly, attract more. In a competitive situation how does your company stack up in employee attractiveness? Marketing can help.

Recruitment marketing will help build and communicate an organisation’s employer brand through different channels and touch points to the next-generation of engineers, scientist and tech professionals looking for their next innovative challenge. An experienced marketing agency will be able to identify the appropriate channels and touch points your potential candidates are utilising, with an aim to build on brand advocacy, promote brand values and to ensure businesses have a strong online presence.

Maintaining and Enhancing Company Culture

As well as recruiting new talent, businesses must also work hard to keep their current staff motivated throughout the organisation. Change and uncertainty come hand-in-hand amongst employees, especially when talk of digitising operations is concerned, with the apprehension of job losses to automation and robotics. Investing in your internal marketing to keep employees motivated, well-informed and on-board with the changes and effects that Industry 4.0 will have on them will make way for a smoother transition and process in the long-run.

Communication is key during these phases and I believe in the power of internal marketing to help unite and distil concerns amongst teams. Through newsletters, Intranet sites, and training tools like videos, companies can be in-touch with their employees regularly to help give them a feeling of involvement.

A Marketing Strategy that Meets Your Industry 4.0 Business

Once you have made the investment into the Industry 4.0 world, it is important that the benefits of this are not just felt within the internal manufacturing and engineering departments. This investment should be communicated effectively through your customer facing sales and marketing, whether that be through developments in your brand and collateral, or through active lead-generation campaigns.

By investing in Industry 4.0 you have increased the value of your product and services. They may have higher quality, reach the market quicker, or have new innovative designs. This is key information that the customer is interested in – your marketing should be as great as your products and services, after all that investment, it is important not to then decrease the value of your products and services through low-performing marketing.

Strategic online and offline campaigns will help to promote improved business offerings that come with this investment, including a higher quality of products, greater business continuity and enhanced productivity and a stronger position above the competition. Of course, beating the competition is key to increase market share, Industry 4.0 alongside quality sales and marketing can strongly help achieve this.

Read our A-Z guide on Industry 4.0 technologies and benefits here >

Do you need help delivering team motivation, developing your employer brand or other strategic marketing services that will help provide a smooth transition? Motion Marketing is knowledgeable about the industry changes and we can use our experience to help you achieve and sustain growth during this phase. Contact the team to learn more about our strategic marketing services.

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