Marketing 4.0 - the digitalization of your marketing

Marketing revolves around business activities that increase the sales of products and services with the support of advertising, customer service, market management, etc. Like everything else, marketing and the tasks of a media agency are subject to the constant change of the prevailing zeitgeist. A development from Marketing 1.0 to today's Marketing 4.0 can be observed, characterized by different drivers, goals, orientations, and customer perspectives. Marketing has especially changed significantly in the digital age.

Brief overview - marketing development over time

In order to be able to describe and understand the term Marketing 4.0 in more detail, it is good to know how marketing has developed over time.

Marketing 1.0 is considered the original form and focuses on product orientation, which was at the center of all marketing activities. The driver of Marketing 1.0 from the 1950s onward was industrialization, which aimed at product advertising. The purpose of this original marketing form was rather functional and intended to fulfill the basic needs of customers.

Marketing 2.0, starting from the 1970s, increasingly shifted its focus away from just the product to the customer and was increasingly driven by IT. The approach moved from purely functional to a functional-emotional one. The clear goal was customer acquisition.

Marketing 3.0 focuses, from the 1980s onward, on customer retention through new media and an associated emotional and intellectual approach. The clear goal was to build long-term relationships with consumers.

Marketing 4.0 has been driven by digitalization since the 2010s. It is based on the development of Industry 4.0. The focus is on digital networking characterized by customer centricity, with the goal of authentic engagement. But what does this mean in detail?

What does Marketing 4.0 mean?

Marketing 4.0 is fully geared towards digitalization and focuses on online activities. Through media such as social networks, the entire marketing process relies heavily on online recommendations and reviews.

The role of an advertising agency here shifts away from pure sales orientation toward individualized communication that integrates both online and offline media. Classic marketing elements like print are used purposefully and applied within an intelligent marketing mix, which in turn benefits strongly from social media marketing. The goal is a high degree of personalization supported by an authentic market presence.

What opportunities does Marketing 4.0 offer?

Enormous opportunities are offered by a wide range of data that can be collected from potential buyers and used for advertising purposes. This information can be used to create very specific offers with a personalized customer approach.

The challenge lies in structuring and processing data in such a way that it can actually be used sustainably in corporate marketing. At the same time, however, it must also meet all requirements for topics such as data protection in accordance with the GDPR.

If this balancing act is successful, large wastage can be reduced and tailored advertising messages can be placed accurately with the target group. This gives you the opportunity to retain your target group in the long term and generate loyal customers.

Conclusion: Use Marketing 4.0 in your company

In the age of digitalization, Marketing 4.0 holds enormous potential for small and medium-sized companies as well as corporations.

Focus on genuine customer recommendations, authentic storytelling — for example, through quality content including motion pictures — and brand ambassadors like influencers who fit your company. This way, you create a distinctive brand that consumers immediately recognize and appreciate. A digital marketing agency provides cross-topic support here.

We are happy to support you with our communications agency in Munich in the strategic planning as well as the operational implementation of all marketing measures enabled by a contemporary marketing mix. Contact us and tell us about your challenges. We look forward to meeting you in person.