Industry 4.0: Does Advertising Agency Ready to What’s Coming?

Sri Rahayu, Pijar Suciati, Mareta Maulidiyati

2019

Abstract

This article aims to describe what is coming in the industry 4.0. Does it age of digital enterprising or just exchanging human capital towards artificial intelligence in everything. Secondary research applying to this article uses some reference to tell a story of what is industry 4.0 and what extends does it matter? Especially in terms of its impact on the future trend of the advertising business and on environmental sustainability. The story is divided into four parts. First is an introduction of how the technology evolves since the first industrial revolution to the fourth industrial revolution. Second, this article discussed what is mean by industry 4.0 that includes definitions, values, and business models that evolve due to that matter, also its impact on environmental sustainability. Third, this article shares about what the industry should do to adapt the technology but also care for environmental sustainability. Fourth is the critical summary of what to do next since technology will continue to evolve, and ready or not, the industry must change and adapt to prevent extinction. This article contributes to existing research in advertising studies, especially the one that is related to the revolutionary industry 4.0. The finding of this study provides an overview of how the advertising industry should face industry 4.0. This shall provide input to practitioners, what to do next to improve their readiness to the revolutionary industry 4.0. This study is limited by time. Therefore future studies are needed to expand the results of this study into the broader scale.

Paper Citation

in Harvard Style

Rahayu S., Suciati P. and Maulidiyati M. (2019). Industry 4.0: Does Advertising Agency Ready to What’s Coming?. In Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE, ISBN 978-989-758-530-2, pages 39-47. DOI: 10.5220/0010028700002967

in Bibtex Style

@conference{icvhe19,
author={Sri Rahayu and Pijar Suciati and Mareta Maulidiyati},
title={Industry 4.0: Does Advertising Agency Ready to What’s Coming?},
booktitle={Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,},
year={2019},
pages={39-47},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010028700002967},
isbn={978-989-758-530-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,
TI - Industry 4.0: Does Advertising Agency Ready to What’s Coming?
SN - 978-989-758-530-2
AU - Rahayu S.
AU - Suciati P.
AU - Maulidiyati M.
PY - 2019
SP - 39
EP - 47
DO - 10.5220/0010028700002967