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Digital Marketing: Customer Orientation in the Industry 4.0 Context

The Unicist Research Institute has been working and researching digital marketing for years to find the conceptual structure of cybercommunication and define the rules that allow developing reliable marketing cyber-strategies.

Digital marketing is one of the essential business functions in the era of the “Internet of things”. But the results these functions produce might be paradoxical.  It has to be considered that the German elections in 2017 showed a sort of failure of the Internet marketing of political parties.

Internet marketing requires understanding that the communication on Internet does not work as a traditional ad, but as what The Unicist Research Institute has named a CyberCom.

Traditional ads installed on Internet drive towards paradoxical results and hinder the strengthening of the image of products, services or organizations.

CyberComs do not work as drivers of buying actions, but as catalysts of buying processes, that require generating influence on a “preexisting” process, establishing synergy with the needs of the customers to generate buying decisions. Digital marketing is an extreme simplification that requires managing a conceptual approach to integrate the cyber-processes with the mental processes.

Diana Belohlavek

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in complexity science research to deal with adaptive entities and became a private global decentralized leading research organization in the field of adaptive systems and environments. It was one of the precursors of the Industry 4.0 concept.