Development of internet marketing in industry 4.0

Abstract

The aim of the article. The purpose of the article is the development of theoretical and methodological principles regarding the influence of the fourth industrial revolution on Internet marketing.

Analyses results. The article is devoted to the study of the impact of the fourth industrial revolution on Internet marketing as an adaptive marketing activity in the New Normality. The components of Internet marketing of communication nature are presented: media advertising, contextual advertising, search marketing, and SEO, promotion on social networks; internet branding, content marketing, direct marketing, etc. Possibilities of using the Internet in marketing are presented and developed. Uspensky in the areas of marketing research and marketing communications (commodity, pricing, exchange, and distribution policy). The Industry 4.0 study was conducted and described the main expected changes in the four most important technological advances - the Internet of Things, digital ecosystems, Data-Driven Decision, and artificial intelligence. The Internet is penetrating more and more into everyday life and, in combination with new technologies in Industry 4.0, is being modified to maximize the "optimization" of life and consumption. The influence of the technologies of the fourth industrial revolution on Internet marketing is considered and the theoretical modeling of the influence of innovative technologies on the communication component of Internet marketing in the context of the presented structure is carried out. It was determined that the fourth industrial revolution requires maximum personalization of content, changes in Internet communication channels, giving meaning to the concept of "social capital", which has influencers, thought leaders, and so on. At the same time, the transition from the era of goods to the era of technology defines competitiveness as the ability to become part of the technological chain and development in conditions of economic singularity. It is crucial to identify the components of marketing activities that need research and modification to enter the new market of Industry 4.0.

Conclusions and directions for further research. Based on the research conducted, this article stated the impact of Industry 4.0 on Internet marketing and presented some changes that can change the impact of innovative technologies on the main structural elements of Internet marketing and use its results in the consumer and industrial market when developing a marketing strategy. The obtained results allow formulation and develop the principles of marketing activities on the Internet, considering changes in industrialization 4.0.

Keywords: marketing, internet marketing, industry 4.0, New Normality, communication activity.

DOI: 10.15276/mdt.6.3.2022.6

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