The Impact of Industrial Revolution 4.0 and the COVID-19 Pandemic on the Corporate Marketing

Jan Rymarczyk


Theoretical background: The transformation of marketing that has been taking place for the last 150 years involves the gradual change of its concept, strategy and operational activity models to meet the manifested challenges and the future development trends. The main factors that determine the evolutionary change in corporate marketing include the development of production technique and technology, organization and management processes, and the monetization of goods and services. Another factor includes changes in the environment of enterprises, primarily related to the processes of globalization and to the behaviour, tastes and preferences of consumers. Paradoxically, having affected almost the entire globalized world, the COVID-19 pandemic has become the catalyst for the processes of marketing transformation. The impact of these factors on marketing was the basis for distinguishing four stages in its development, i.e. Marketing 1.0, 2.0, 3.0 and 4.0. This classification is parallel to the one related to industrial revolutions described as Industrial Revolution 1.0, 2.0, 3.0, and 4.0.

Purpose of the article: The identification of the main factors of the corporate marketing transformation and the assessment of their impact and effects on the changing ideas, tools and forms increasingly based on digitization and artificial intelligence.

Research methods: the Author was motivated to undertake the research in question by the lack of systematic and comprehensive studies capturing the impact on marketing of the effects of industrial revolutions and the deriving changes in the corporate environment and the preferences and tastes of consumers, as well as the COVID-19 pandemic. The Author used the previous research findings included in various studies (periodical, thematic and online) and conducted their critical analysis and synthesis, and supplemented those with his own reflections. The result of the above was the formulation of a thesis about a close relationship between the development of the techniques and technology of manufacturing, changes in the macro environment of entities as well as the needs and tastes of consumers , and the COVID-19 pandemic and the evolution of marketing.

Main conclusions: Over the last 150 years there have been revolutionary changes in the corporate marketing. The main drivers of change included four industrial revolutions, the transformation of the corporate environment as well as of consumer needs and preferences, and the COVID-19 pandemic. They resulted in the gradual development of marketing from the stage defined as Marketing 1.0 through 2.0, 3.0 to 4.0. This last stage is taking place today and is characterized by a plethora of innovative forms. It has been subject to further transformations together with the progress in the implementation of inventions related to the Industrial Revolution 4.0.


marketing; Industrial Revolution 4.0; COVID-19

Full Text:



Al Mulhim, A.F. (2021). Smart supply chain and firm performance. The role of digital technologies. Business Process Management Journal, 27(5), 1353–1372. doi:10.1108/BPMJ-12-2020-0573

Andhyka, B. (2020). Marketing 4.0. A literature review. IOSR Journal of Business and Management, 22(4), ser. III, 49–52.

Ayush, G.K., & Gowda, R. (2020). A study on impact of COVID-19 on digital marketing. Vidyabharati International Interdisciplinary Research Journal (Special Issue), 225–228.

Bapat, S.S. (2018). Digitalization in Marketing. International Journal of Trend in Scientifi Research and Development (IJTSRD). Conference Issue Sangi. Oct. 2018, 57–63.

Basyazicioğlu, h.N., & Karamustafa, K. (2018). Marketing 4.0: Impacts of technological developments on marketing activities. Kirikkale University Journal of Social Sciences (KUJSS), 8(2), 621–640.

Buttle, F., & Maklan, S. (2015). Customer Relationship Management Concept and Technologies. London – New York: Routledge.

Corsaro, D., Maggioni, l., & Olivieri, M. (2021). Sales and marketing automation in the post-COVID-19 scenario. Value drivers in B2B relationship. Italian Journal of Marketing, 2021(4). doi:10.1007/s43039-021-00024-x

Dejnaka, A. (2020). Zmiany w sposobie obsługi klientów 4.0 w aspekcie rozwoju przemysłu 4.0 oraz IoT, IIoP oraz IoRT. In M. Kowalska & A. Szwajlik (Eds.), Rewolucja 4.0. Nowe Technologie w Marketingu. Warszawa: PWE.

Erragcha, N., & Romdhane, R. (2014). New faces of marketing in the era of the Web: from Marketing 1.0 to Marketing 3.0. Journal of Research in Marketing, 2(2), 137–142.

Ghobakhloo, M. (2018). The future of manufacturing industry. Strategy roadmap toward Industry 4.0. Journal on Manufacturing Technology Management, 29(6), 910–936.

Gillpatrick, T. (2019). The digital transformation of marketing: Impact on marketing practice & markets. Economics, 7(2), 139–156.

Goldfarb, A., & Tucker, C. (2017). Digital economics. Working Paper, 23684. Retrieved from 23684

Hilker, C. (2022). Marketing 4.0. Die Digitale Marketing Transformation. Retrieved from

Hillier, l. (2021). Stats roundup: The impact of Covid-19 on marketing and advertising. Retrieved from

Hoekstra, J.C., & Leeflang, P.S.H. (2020). Marketing in the era of COVID-19. Italian Journal of Marketing, 249–260. doi:10.1007/s43039-020-00016-3

Hollensen, S. (2001). Global Marketing. Harlow: Pearson.

Jara, A.J., Parra, M.C., & Skarmeta, A.F. (2012). Marketing 4.0: A new value added to the marketing through the Internet of Things. 6th International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing. 4–6 July 2012, Palermo, Italy, 852–857.

Kadirov, D., & Varey, R.J. (2010). future marketing: Dialectics of post-industrial development. Journal of Customer Behaviour, 9(4), 357–377. doi:10.1362/147539210X543565

Kamel, A.E. (2021). The impact of COVID-19 pandemic on marketing philosophy. Delta University Scientific Journal, 4(1), 36–43.

Kang, M., & Kim, W. (2018). Marketing issues in the fourth Industrial Revolution. A conceptual study. Journal of Digital Contents Society, 19(12), 2365–2375. doi:10.9728/dcs.2018.19.12.2365

Khalled, A.S.D., Jray, A.A., Alomari, K.M., Salah., A.A., & Alshaketheep, M.K. (2020). Digital Marketing during COVID-19; Consumer’s Perspective. WSEAS Transactions on Business and Economics, 17, 831–841.

Khan, R.Z., & Nawaz, h. (2021). Impact and challenges of digital marketing during Covid-19 pandemic. Gorteia Journal, 34(8), 31–38.

Kilic, K., & Marin, D. (2020). Wie COVID-19 Deutschland und die Weltwirtschaft verändert. Ifo Schnelldienst, 73(5), 13–16.

Kisiel, M. (2005). Internet a konkurencyjność banków w Polsce. Warszawa: CeDeWu.

Kotler, P., Kartajaya, h., & Setiawan, I. (2017). Marketing 4.0. Warszawa: MT Biznes.

Kotler, P., Kartajaya, h., & Setiawan, I. (2019). Marketing 3.0: From products to customers to the human spirit. In K. Kompella (ed.), Marketing Wisdom. Management for Professionals (pp. 139–156). Singapore: Springer.

Kovanovienė, V., Mačytė, M., Petkevičiūtė, R., & Zaikauskaitė, G. (2019). The influence of marketing tools on consumer behavior and its assessment. Vilnius University Open Series. 14th Prof. Vladas Gronskas International Scientific Conference. Retrieved from

Kumar, V. (2018). Transformative marketing. The next 20 years. Journal of Marketing, 82(4), 1–12. doi:10.1509/jm.82.41

Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15.

Lisowski, S. (2018). Social media marketing. In G. Mazurek (Ed.), E-marketing. Warszawa: Poltext.

Łukowski, W. (2017). The impact of the Internet of Things on value added to Marketing 4.0. MINIB, 26(4), 187–2014.

Maciejewski, I. (2012). Customer Relationship Management – strategia biznesowa i technologia informatyczna. Zeszyty Naukowe Wydziału Informatycznych Technik Zarządzania Wyższej Szkoły Informatyki Stosowanej i Zarządzania. „Współczesne Problemy Zarządzania”, 1, 100–137.

Mazurek, G., & Zach, K. (2018). Strategia i planowanie e-marketingowe. In G. Mazurek (Ed.), E-marketing (pp. 27–52). Warszawa: Poltext.

Nikbin, D., Iranmanesh, M., Ghobakhloo, M., & Foroughi, B. (2021). Marketing mix strategies during and after COVID-19 pandemic and recession: A systematic review. Asia-Pacific Journal of Business Administration. Retrieved from https://journals.

Nosalska, K., & Mazurek, G. (2019). Marketing principles for Industry 4.0 – a concept framework. Engineering Management in Production and Services, 11(2), 9–20. doi:10.2478/emj-2019-0016

Pacut, M. (2020). Marketing wirtualnych społeczeństw jako instrument kształtowania zasobów relacyjnych przedsiębiorstwa. In M. Kowalska & A. Szwajlik (Eds.), Rewolucja 4.0. Nowe technologie w marketingu. Warszawa: PWE.

Petrillo, A., De Felice, F., Cioffi, R., & Zomparelli, F. (2018). Fourth Industrial Revolution: Current practices, challenges and opportunities. In A. Petrillo, R. Cioffi & F. De Felice (Eds.), Digital Transformation in Smart Manufacturing. Rijeka: IntechOpen.

Porter, M.E. (1992). Strategie konkurencyjności. Toruń: Dom Organizatora.

Prisecaru, P. (2016). Challenges of the Fourth Industrial Revolution. Knowledge Horizons – Economics, 8(1), 57–62.

Ritter, T., & Pedersen, C. (2020). Analyzing the impact of the coronavirus crisis on business models. Industrial Marketing Management, 88, 214–224.

Rymarczyk, J. (2020). Technologies, opportunities and challenges of the Industrial Revolution 4.0: Theoretical considerations. Entrepreneurial Business and Economics Review, 8(1), 186–198.

Schwab, K. (2016). The Fourth Industrial Revolution. london: Portfolio Penguin.

Sharma, P. (2020). Impact of Covid-19 on marketing strategy and expenditure. International Journal of Advanced Research (IJAR), 8(09), 1475–1478.

Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283.

Sirkeci, I. (2020). Marketing and consumer in an era of disruption caused by COVID-19 pandemic. Transnational Marketing Journal, 8(1), 1–6.

Smolucha, D. (2017). W pogoni za klientem mobilnym – wykorzystanie narzędzi nowych technologii w marketingu. Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, 317, 118–135.

Sterne, J. (2017). Artificial Intelligence for Marketing. Hoboken: Wiley.

Tao, H., Sun, X., liu, X., Tian, J., & Zhan, D. (2022). The impact of consumer purchase behavior changes the business model design of consumer services companies over the course of COVID-19. Frontiers in Psychology. doi:10.3389/fpsyg.2022.818845

Tobiasz, M., & Szymański, W. (2018). Content marketing. In G. Mazurek (Ed.), E-marketing. Warszawa: Poltext.

Ungerman, O., Dedkova, J., & Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of Industry 4.0. Journal of Competitiveness, 10(2), 132–148.

Ungerman, O., & Dedkova, J. (2019). Marketing innovations in Industry 4.0 and their impacts on current enterprises. Applied Sciences, 9, 1–21.

Urbach, N. (2019). Die Digitalisierung des Marketings – Wie innovative Technologies die Marktkommunikation verändern. Transfer, 65(2), 18–23.

Vassileva, B. (2017). Marketing 4.0: How technologies transform marketing organisation. Óbuda University e-Bulletin, 7(1), 47–56.

Woźniak, T. (2018). Technologie mobilne w marketingu. In G. Mazurek (Ed.), E-Marketing. Warszawa: Poltext.

Yuan, X.-M. (2020). Impact of industry on inventory systems and optimization. In T. Banyái, A. Petrillo, & f. De Felice (Eds.), Industry 4.0. London: IntechOpen.

Yusoff, M. (2019). Positioning relationship marketing in Industry 4.0. International Journal of Academic Research in Business and Social Sciences, 9(12), 720–727. doi:10.6007/IJARBSS/v9-i12/6773

Data publikacji: 2022-11-04 08:09:02
Data złożenia artykułu: 2022-06-16 07:15:41


Total abstract view - 168
Downloads (from 2020-06-17) - PDF - 0



  • There are currently no refbacks.

Copyright (c) 2022 Jan Rymarczyk

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.