INDUSTRIAL MARKETING 4.0 - UPGRADING THE INDUSTRIAL COSTUMERS’ PATH TO THE DIGITAL ECONOMY

Abstract

Digital economy pretends new ways of interaction between suppliers and customers in industrial marketing.Technical and commercial communication on industrial semi-finished goods' distribution market in Southeastern Europe is still highly based on sales forces, which are overloaded and this fact drives to decreasing efficiency.The objectives of this paper are to identify the causes of this overloading and to develop complex communication solutions to increase efficiency.Qualitative and quantitative research methods: over 500 hours of on-site observation, in-depth professional interviews and two round of survey in four countries.The main result of this paper is a customized model (but also limited to this field) of communication (industrial customers' path with 5 stages: aware, appeal, ask, act and advocate) with digital and conventional support for sellers, including marketing tools, channels or touchpoints.

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