Highlighted Material
Purchasing Power Shifts from Individual to Social
Purchase Decision Making becomes Social instead of being exclusively Individual
In the world connected by internet and ubiquitous mobile phones, people are coming to know more of the opinion of their Friends, Family members, FaceBook Fans, and Twitter followers. They are caring more about the opinions expressed by this F-community. They also share their opinions and contribute to the massive pool of information. Many times the pool created by F-community is different from the image that companies and their brands tend to project. Customers believe and confirm to the social community opinion and disregard sponsored messages and information. Most personal purchase decisions now become social decisions.
Book
Marketing 4.0: Moving from Traditional to Digital
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
John Wiley & Sons, 05-Dec-2016 - Business & Economics - 208 pages
Marketing has changed forever—this is what comes next
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.
TABLE OF CONTENTS
Acknowledgments xiii
Prologue: From Marketing 3.0 to Marketing 4.0 xv
About the Authors xix
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
From Exclusive to Inclusive
From Vertical to Horizontal
In the world connected by internet and ubiquitous mobile phones, people are coming to know more of the opinion of their Friends, Family members, FaceBook Fans, and Twitter followers. They are caring more about the opinions expressed by this F-community. They also share their opinions and contribute to the massive pool of information. Many times the pool created by F-community is different from the image that companies and their brands tend to project. Customers believe and confirm to the social community opinion and disregard sponsored messages and information. Most personal purchase decisions now become social decisions.
Summary: Horizontal, Inclusive, and Social
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
Youth: Acquiring the Mind Share 32
Women: Growing the Market Share 35
Netizens: Expanding the Heart Share 37
Summary: Youth, Women, and Netizens 40
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
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
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
Index 171
TABLE OF CONTENTS
Acknowledgments xiii
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
From Exclusive to Inclusive
From Vertical to Horizontal
From Individual to Social
Purchase Decision Making becomes Social instead of being exclusively Individual
In the world connected by internet and ubiquitous mobile phones, people are coming to know more of the opinion of their Friends, Family members, FaceBook Fans, and Twitter followers. They are caring more about the opinions expressed by this F-community. They also share their opinions and contribute to the massive pool of information. Many times the pool created by F-community is different from the image that companies and their brands tend to project. Customers believe and confirm to the social community opinion and disregard sponsored messages and information. Most personal purchase decisions now become social decisions.
Summary: Horizontal, Inclusive, and Social
2 The Paradoxes of Marketing to Connected Customers
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
3 The Influential Digital Subcultures
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
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
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
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
Index 171
https://books.google.co.in/books/about/Marketing_4_0.html?id=jN9mDQAAQBAJ
https://www.wiley.com/en-us/Marketing+4+0%3A+Moving+from+Traditional+to+Digital-p-9781119341208
https://www.wiley.com/en-us/Marketing+4+0%3A+Moving+from+Traditional+to+Digital-p-9781119341208
What Is The Future Of Digital Marketing?
Chapter: Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis
Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain), Asher Rospigliosi (Brighton University, UK), María Pilar Martínez-Ruiz (University of Castilla la Mancha, Spain) and Alicia Izquierdo-Yusta (University of Burgos, Spain)
Source Title: Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Copyright: © 2017 |Pages: 24
Abstract
Marketing evolves in parallel with technology. Growing research is focusing on Marketing 4.0: the marketing of big data. Firstly, a depth knowledge about the evolution of marketing, an analysis of how a range of technology –not only the Internet and social media- can be used to design marketing strategies that enhance the brand-consumer relationship. Taking into account how consumers' behavior has been changing since the beginning of this century, this chapter seeks to review Marketing 4.0 concepts, analyzing how big data can be used to enhance the consumer-brand relationship.
https://www.igi-global.com/chapter/marketing-40/176001
From Marketing 1.0 To Marketing 4.0 – The Evolution of the Marketing Concept in the Context of the 21ST Century
in International conference KNOWLEDGE-BASED ORGANIZATION 24(2) · June 2018
Mircea Fuciu, Luigi Dumitrescu
Lucian Blaga University of Sibiu
Luigi Dumitrescu
Abstract
The evolution of the society and that of the information and communication technologies of the last decades have brought great changes in the business world and in the way, companies relate and view the consumers. In this context of the everchanging world of the 21st Century, we must see how the concept of marketing has evolved in the last century and how these shifts must be applied in today’s world. Our paper presents a brief the evolution of the marketing concept from the first ideas of marketing in the beginning of the last century and up to our days, we underline the shifts that have occurred in an interconnected world from an exclusive to an inclusive approach, from individual to social actions etc. We also point out the need to change and adapt the marketing strategy to deliver value to consumers, employees, to business partners and vision to shareholders. We consider that delving further into these aspects will bring forth further knowledge and allow the companies and academics to understand better the changes that will come in the years to come.
https://www.researchgate.net/publication/ 326292993_From_Marketing_10_To_Marketing_40_-_The_Evolution_of_the_Marketing_Concept_in_the_Context_of_the_21ST_Century
From Marketing 1.0 To Marketing 4.0 – The Evolution of the Marketing Concept in the Context of the 21ST Century
in International conference KNOWLEDGE-BASED ORGANIZATION 24(2) · June 2018
Mircea Fuciu, Luigi Dumitrescu
Lucian Blaga University of Sibiu
Luigi Dumitrescu
Abstract
The evolution of the society and that of the information and communication technologies of the last decades have brought great changes in the business world and in the way, companies relate and view the consumers. In this context of the everchanging world of the 21st Century, we must see how the concept of marketing has evolved in the last century and how these shifts must be applied in today’s world. Our paper presents a brief the evolution of the marketing concept from the first ideas of marketing in the beginning of the last century and up to our days, we underline the shifts that have occurred in an interconnected world from an exclusive to an inclusive approach, from individual to social actions etc. We also point out the need to change and adapt the marketing strategy to deliver value to consumers, employees, to business partners and vision to shareholders. We consider that delving further into these aspects will bring forth further knowledge and allow the companies and academics to understand better the changes that will come in the years to come.
https://www.researchgate.net/publication/ 326292993_From_Marketing_10_To_Marketing_40_-_The_Evolution_of_the_Marketing_Concept_in_the_Context_of_the_21ST_Century
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