Industry 4.0 as a Major Factor in the Formation of IMC (Integrated Marketing Communications)

The emergence of public information systems and global industrial networks had a transformative impact on all sectors of modern society, the economy and business and converted industrial automation to a new fourth stage of industrialization. The aim of this article is to define the role of the Industry 4.0 in the formation of the integrated marketing communications (IMC). There are given the Fourth Industrial Revolution identification factors: development rates, the scope and systemic exposure. The concept of the "Internet of Things" is considered, it is the technological basis for the transition to a new economic paradigm and its corporate part - Industrial Internet - in the most affected sectors such as industry, transport, agriculture, energy (Smart Grid), smart city (Smart City) and etc. Industrial Internet significantly affect the process of communication, which will acquire new quality characteristics and participants. Thus, all communication channels can be divided into particular groups.The most effective tool for the promotion of goods on the market is an integrated marketing communications (IMC), because it allows to combine channels and means of communication in both the real and the virtual space separately, in parallel and integrated in both spheres. The attention is focused on the unique advantages of IMC - the formation of a synergistic effect, which is achieved by coordinated use of various communication tools in the form of higher total result than a case of separate application.