FREQUENTLY ASKED QUESTIONS

What does does 4th Industry marketing mean?

I coined the term “4th industry marketing” to explain the process of conducting marketing through the filter of the 4th Industrial Revolution. My focus as a strategist is to future-proof your brand by looking at EVERYTHING through the lens of the 4th industrial revolution, the fusing of the physical digital and virtual, so my answers to your brand problems take this into account and unearth the opportunities - and risks - this revolution brings.

As a strategist, this means utilising all the traditional skills but and employing technology to inform brands about their customers psychographics, value and micro-tribes, understand what people really think about brands through Social Listening and scraping, enable brand experience amplification through VR, AR, MR and Social VR, determine what content should be created and how it should be distributed by new platforms, and Influencer and ROI measurement.


Strategy - How does 4th Industry marketing affect my brand or agency?

Simply put, it Future Proofs your brand or Agency. Its my job to understand the latest in tech, tools, entertainment trends and culture and integrate them into strategic insight, communications, activation, amplification and measurement strategies.


Customer segmentation - How does does affect the customer?

4th industry marketing focuses on understanding and targeting multiple micro-tribes, this is based on the belief that customer Tribes will continue to fracture and morph, creating new groups on new channels that are important to consider - for example the current rise of “Dark Social”. Large, generic customer cluster campaigns are still relevant but the way you communicate your positioning and the channels you use needs to be continuously reviewed and tweaked depending on the changing habits and groupings of your targeted customers.


Do I work for agencies or brands?

The short answer is both. I have worked with the large networked agencies and medium sized Independants. The nature of my work however means that its not suited to to small agencies or non-global brands.


What categories do I work for?

Consumer brands across multiple categories. Brands I have worked for, in alphabetical order include, Amazon, British Gas, Bacardi, Centrica, Ciroc, Diageo, Formula E, The E.U, Gansevoort Hotels, Hive, Nike, Nokia, Orange, Porsche and many others.


What Tools and tech have you worked with?

A large part of my job is to test and demo new tech tools, I average about 2 demo sessions a week and have worked with literally hundreds of tools. Tech companies tell you they can do everything but the truth is that they can normally only do one or two things very well and its my job to advise what works best for you and build a tech stack that delivers what you and or your clients need.

Tools ive worked with include multiple social listening, image recognition, social management, campaign management, audience search, influencer market, influencer search, AI video creation, content management and sentiment analysis.

Why do you talk about culture and entertainment so much - whats that got to do with 4th Industry Marketing?

Over time, linear advertising and “walled gardens” like Netflix etc, will reduce in relevance. AI assistants will source content on the individual servers of content creators and blockchain will enable micro-payments and do away with the need for large publishers or distributors in film, music and art.

The only reason we currently watch ads is so that we can see the content we like at the end of the ads, as AI will enable content discovery of individual creators this model will slowly loose relevance.

Companies will need to create media in their own right, developing content that is either useful or entertaining to ensure customers dwell on their channels and are exposed to their products and services.

The best way to do this is to understand your customer, understand what they care about - culturally - and create platforms that support their passions, and that’s culture marketing.