Marketing 4.0: Moving from Traditional to Digital
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.
Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.
- Discover the new rules of marketing
- Stand out and create WOW moments
- Build a loyal and vocal customer base
- Learn who will shape the future of customer choice
Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
Prologue: From Marketing 3.0 to Marketing 4.0 xv
About the Authors xix
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
1 Power Shifts to the Connected Customers 3
From Exclusive to Inclusive 7
From Vertical to Horizontal 10
From Individual to Social 13
Summary: Horizontal, Inclusive, and Social 14
2 The Paradoxes of Marketing to Connected Customers 17
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
3 The Influential Digital Subcultures 29
Youth: Acquiring the Mind Share 32
Women: Growing the Market Share 35
Netizens: Expanding the Heart Share 37
Summary: Youth, Women, and Netizens 40
4 Marketing 4.0 in the Digital Economy 43
Moving from Traditional to Digital Marketing 47
Integrating Traditional and Digital Marketing 52
Summary: Redefining Marketing in the
Digital Economy 53
Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
5 The New Customer Path 57
Understanding How People Buy: From Four A’s to Five A’s 60
Driving from Awareness to Advocacy: The O Zone (O3) 66
Summary: Aware, Appeal, Ask, Act, and Advocate 69
6 Marketing Productivity Metrics 71
Introducing PAR and BAR 74
Decomposing PAR and BAR 75
Driving Up Productivity 80
Summary: Purchase Action Ratio and Brand Advocacy Ratio 90
7 Industry Archetypes and Best Practices 91
Four Major Industry Archetypes 94
Four Marketing Best Practices 100
Summary: Learning from Different Industries 104
Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
8 Human-Centric Marketing for Brand Attraction 107
Understanding Humans Using Digital Anthropology 110
Building the Six Attributes of Human-Centric Brands 113
Summary: When Brands Become Humans 118
9 Content Marketing for Brand Curiosity 119
Content Is the New Ad, #Hashtag Is the New Tagline 121
Step-by-Step Content Marketing 124
Summary: Creating Conversations with Content 134
10 Omnichannel Marketing for Brand Commitment 137
The Rise of Omnichannel Marketing 139
Step-by-Step Omnichannel Marketing 145
Summary: Integrating the Best of Online and Offline Channels 149
11 Engagement Marketing for Brand Affinity 151
Enhancing Digital Experiences with Mobile Apps 153
Providing Solutions with Social CRM 156
Driving Desired Behavior with Gamification 160
Summary: Mobile Apps, Social CRM, and Gamification 165
Epilogue: Getting to WOW! 167
What Is a “WOW”? 167
Enjoy, Experience, Engage: WOW! 168
Are You Ready to WOW? 169
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition.
HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.
IWAN SETIAWAN is COO of MarkPlus, Inc.
Digital innovations such as mobile internet, the internet of things, cloud technology and advance robotics, among many others, have brought countries closer to sustainable prosperity. Although these technologies help develop multiple sectors in the economy, many of the same technologies that drive the digital economy are also disrupting key industries and upsetting major incumbents in their industries. In this transition to adapting to the emerging disruptive technologies, a new marketing approach is required to guide marketers in anticipating and leveraging the disruptive technologies. Authors Philip Kotler, Hermawan Kartajaya and Iwan Setiawan once again unite to share tangible ways marketers can influence people on varied paths along the customer journey in their new sequel, Marketing 4.0: Moving from Traditional to Digital.
“In a high-tech world, people long for high touch. The more social we are, the more we want things that are made just for us,” the authors said. "In the digital economy, the key is to leverage these oddities.”
In Marketing 4.0, new set of marketing metrics and whole new way of looking at marketing practices are explored. The authors share major tactics of Marketing 4.0 from human centric marketing to content marketing, and omnichannel marketing for higher sales.
Its prequel, Marketing 3.0: From Products to Customers to the Human Spirit, inspired the world to embrace and explore human-centric marketing. It covered the major shift from product-driven marketing (1.0) to customer-centric marketing (2.0), and ultimately to human-centric marketing (3.0). The authors argued that the future of marketing lies in creating products, services, and company cultures that embrace and reflect human values. Since its publication in 2010, many marketers have been adopting the principles in Marketing 3.0 that the book has been translated into 24 languages globally.
Marketing 4.0 is the natural outgrowth of Marketing 3.0. The key message which sums up Marketing 4.0 is that marketing should adapt to the changing nature of customer paths in the digital economy, and that the role of marketers is to guide customers throughout their journey from awareness and ultimately to advocacy.
Famous for inventing the 4 P’s of Marketing, Kotler’s textbooks are leaders in the field. “His ability to identify and interpret new marketing trends and development is truly astounding,” said Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business. “Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you have to read this year.”
This peerless resource guide completely prepares marketers to leap ahead of the curve without any prior knowledge of analytics or IT by enabling them to:
Gain data-driven insight into the new ways customers are spending
Examine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today’s digital marketplace
Redefine customer engagement in the digital era and creating customer conversations and omnichannel strategies.
Looking at marketing in an entirely new way may seem overwhelming, but with the easy-to-use framework in Marketing 4.0, marketers can quickly get down to succeeding at what has always mattered—customer impressions.
Marketing 4.0: Moving from Traditional to Digital is now available at all major bookstores. For more information, click here.
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About the Authors:
Philip Kotler (Chicago, IL) is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence --his books have been translated into approximately twenty-five languages, and he regularly speaks on the international circuit.
Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus Consulting, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books.
Iwan Setiawan (Jakarta, Indonesia) is a business writer and senior consultant at MarkPlus Consulting, where he consults for clients on marketing strategies.
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