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  • Marketing 4.0 Overview MIS

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    Sania Helmi
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    The document discusses the evolution of marketing from traditional to digital, known as Marketing 4.0. It outlines the challenges of short attention spans, vast amounts of daily content, and generational differences. It also discusses the digital divide between online and in-store experiences. The strategies of Marketing 4.0 include using a multilingual approach tailored to different global markets, focusing on the entire customer path from awareness to advocacy, fixing bottlenecks in that path, and using human-centric, content, omnichannel, and engagement marketing approaches.

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    MArketing 4.0

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    The document discusses the evolution of marketing from traditional to digital, known as Marketing 4.0. It outlines the challenges of short attention spans, vast amounts of daily content, and generational differences. It also discusses the digital divide between online and in-store experiences. The strategies of Marketing 4.0 include using a multilingual approach tailored to different global markets, focusing on the entire customer path from awareness to advocacy, fixing bottlenecks in that path, and using human-centric, content, omnichannel, and engagement marketing approaches.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    47 views16 pages

    Marketing 4.0 Overview MIS

    Uploaded by

    Sania Helmi
    The document discusses the evolution of marketing from traditional to digital, known as Marketing 4.0. It outlines the challenges of short attention spans, vast amounts of daily content, and generational differences. It also discusses the digital divide between online and in-store experiences. The strategies of Marketing 4.0 include using a multilingual approach tailored to different global markets, focusing on the entire customer path from awareness to advocacy, fixing bottlenecks in that path, and using human-centric, content, omnichannel, and engagement marketing approaches.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 16

    MARKETING 4.

    0
    Moving from Traditional to Digital

    IWAN SETIAWAN
    CEO, MarkPlus, Inc.

    May 2020
    THE CHALLENGES
    BATTLE FOR ATTENTION

    8
    seconds
    attention
    span

    daily
    content

    2.5
    quintillion
    bytes
    Source: IBM, National Center for Biotechnological Information.
    GENERATION GAP

    BABY BOOMERS GEN X GEN Y GEN Z GEN ALPHA

    The Aging The The


    The Gen- The First
    Economic Middle- Children
    Why Digital
    Power- Child of
    Millennials Natives
    house Leaders Millennials
    DIGITAL DIVIDE

    search experience
    online in-store

    buy buy
    in-store online

    webrooming showrooming
    NEW CX IMPERATIVE
    VOLUME INNOVATION VALUE
    business model

    network model

    enabling process

    core process

    product feature

    product system

    service

    channel

    brand

    new cx
    Source: Doblin Group.
    POLARIZING MARKET

    30% 33%

    23% 29%

    Source: YouGov BrandIndex.


    THE STRATEGIES
    MARKETING 4.0

    US, Canada, China


    Japan Germany India France Italy Brazil
    Australia, UK Simplified
    Japanese German English French Italian Portuguese
    English Chinese

    Taiwan
    South Korea Russia Spain Indonesia Netherlands Turkey Poland
    Traditional
    Korean Russian Spanish Bahasa Dutch Turkish Polish
    Chinese

    Belgium Thailand Iran Vietnam Portugal Ukraine Bulgaria Jordan


    French Thai Persian Vietnamese Portuguese Ukrainian Bulgarian Arabic
    CUSTOMER PATH

    aware appeal ask act advocate


    FIXING BOTTLENECKS

    appeal ask act advocate


    x x x
    aware appeal ask act

    HUMAN-CENTRIC CONTENT OMNICHANNEL ENGAGEMENT


    MARKETING MARKETING MARKETING MARKETING
    HUMAN-CENTRIC MARKETING

    physicality intellectuality

    emotionality
    personability morality

    sociability
    CONTENT MARKETING

    Viral videos
    Tutorials Tips

    Comic strips
    Contests
    Infographics
    EDUCATE ENTERTAIN

    CONVINCE INSPIRE

    Brochures Top Lists Reviews


    Product Demo

    Endorsers
    Case studies
    OMNICHANNEL MARKETING
    ONLINE Chat with Share on
    Chatbot Instagram

    Watch
    Mobile Ad

    AWARE APPEAL ASK ACT ADVOCATE

    See TVC Talk to Buy Tell


    Sales Rep In-Store Friends
    OFFLINE
    ENGAGEMENT MARKETING

    mobile app

    social CRM

    gamification
    Download at
    bit.ly/MISmarketing4

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