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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
- Veröffentlichungsjahr: 2016
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.
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Contents
Cover
Series Page
Title Page
Copyright
Dedication
Acknowledgments
Prologue: From Marketing 3.0 to Marketing 4.0
About the Authors
Part I: Fundamental Trends Shaping Marketing
Chapter 1: Power Shifts to the Connected Customers
From Exclusive to Inclusive
From Vertical to Horizontal
From Individual to Social
Summary: Horizontal, Inclusive, and Social
Chapter 2: The Paradoxes of Marketing to Connected Customers
Breaking the Myths of Connectivity
Summary: Marketing Amid Paradoxes
Chapter 3: The Influential Digital Subcultures
Youth: Acquiring the Mind Share
Women: Growing the Market Share
Netizens: Expanding the Heart Share
Summary: Youth, Women, and Netizens
Chapter 4: Marketing 4.0 in the Digital Economy
Moving from Traditional to Digital Marketing
Integrating Traditional and Digital Marketing
Summary: Redefining Marketing in the Digital Economy
Part II: New Frameworks for Marketing in the Digital Economy
Chapter 5: The New Customer Path
Understanding How People Buy: From Four A's to Five A's
Driving from Awareness to Advocacy: The O Zone (O
3
)
Summary: Aware, Appeal, Ask, Act, and Advocate
Chapter 6: Marketing Productivity Metrics
Introducing PAR and BAR
Decomposing PAR and BAR
Driving Up Productivity
Summary: Purchase Action Ratio and Brand Advocacy Ratio
Chapter 7: Industry Archetypes and Best Practices
Four Major Industry Archetypes
Four Marketing Best Practices
Summary: Learning from Different Industries
Part III: Tactical Marketing Applications in the Digital Economy
Chapter 8: Human-Centric Marketing for Brand Attraction
Understanding Humans Using Digital Anthropology
Building the Six Attributes of Human-Centric Brands
Summary: When Brands Become Humans
Chapter 9: Content Marketing for Brand Curiosity
Content Is the New Ad, #Hashtag Is the New Tagline
Step-by-Step Content Marketing
Summary: Creating Conversations with Content
Chapter 10: Omnichannel Marketing for Brand Commitment
The Rise of Omnichannel Marketing
Step-by-Step Omnichannel Marketing
Summary: Integrating the Best of Online and Offline Channels
Chapter 11: Engagement Marketing for Brand Affinity
Enhancing Digital Experiences with Mobile Apps
Providing Solutions with Social CRM
Driving Desired Behavior with Gamification
Summary: Mobile Apps, Social CRM, and Gamification
Epilogue: Getting to WOW!
What Is a “WOW”?
Enjoy, Experience, Engage: WOW!
Are You Ready to WOW?
Index
End User License Agreement
List of Illustrations
Figure 4.1
Figure 5.1
Figure 5.2
Figure 5.3
Figure 5.4
Figure 6.1
Figure 6.2
Figure 6.3
Figure 6.4
Figure 6.5
Figure 7.1
Figure 7.2
Figure 7.3
Figure 7.4
Figure 9.1
Figure 10.1
Figure 10.2
Guide
Cover
Table of Contents
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“The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future.”
—Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871
“The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era.”
—Hermann Simon, Founder and Chairman, Simon-Kucher & Partners
“No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. 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.”
—Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
“Kotler and his associates have beautifully synthesized today's digital, interactive marketplace and marketing's new role.”
—Don Schultz, Professor (Emeritus-in-Service) of Integrated Marketing Communications, Medill School at Northwestern University
“No one is more qualified than Philip Kotler, the father of marketing, to document the enormous changes taking place in the field today. The future of marketing is digital and this book is your guide.”
—Al Ries, Author of Positioning: The Battle for Your Mind
“As the world of marketing increasingly grapples with digital transformation, Marketing 4.0 offers an exciting framework along with examples for practitioners.”
—Nirmalya Kumar, Professor of Marketing, London Business School
“A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages.”
—George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania
“I am often overwhelmed by the variety and the speed of change, in spite of being in marketing consulting for forty years. I am therefore happy that the ‘guru’ Philip Kotler, who began with Marketing 1.0 over four decades ago, is still with us to make another significant contribution with Marketing 4.0—guidelines to deal with changes today, especially those brought about by the IT revolution and changing consumer profiles.”
—Walter Vieira, Marketing Consultant, Author, Visiting Professor, Past Chairman of International Council of Management Consulting Institutes
Marketing 4.0
Moving from Traditional to Digital
Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Cover image: ©Stanislaw Pytel/Getty ImagesCover design: Wiley
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Copyright © 2017 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Names: Kotler, Philip, author. | Kartajaya, Hermawan, 1947- author. | Setiawan, Iwan, author.
Title: Marketing 4.0 : moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2017] | Includes index.
Identifiers: LCCN 2016036899| ISBN 9781119341208 (cloth) | ISBN 9781119341147 (epub) | ISBN 9781119341062 (epdf)
Subjects: LCSH: Marketing. | Internet marketing.
Classification: LCC HF5415 .K683 2017 | DDC 658.8—dc23 LC record available at https://lccn.loc.gov/2016036899
To the next generation of marketers and behavioral economists, who will enhance the economic, social, and environmental contributions that marketing makes to the welfare of people and the planet
—Philip Kotler
To President Joko Widodo, Marketeer of the Year Indonesia–Government 2010–2012 and A New Hope (Time magazine, October 27, 2014)
—Hermawan Kartajaya
To my family and friends and everyone else around me who has become my f–factor and made me a better human
—Iwan Setiawan
Acknowledgments
Marketing 4.0 was six years in the making. Over this period, a number of people have contributed to the completion of the book. The authors would like to thank the WOW team at MarkPlus, Inc., who conducted the research and spent countless hours brainstorming with the authors: Yosanova Savitry, Vendy Chandra, Cecilia Hermanto, Kevin Leonard, Quincy Wongso, Edwin Hardi, Adrian Hudiono, Evita Tania, Shabrina Annisarasyiq, Andre Anggada, and Fachriza Prathama.
We would also like to thank the leaders at MarkPlus, Inc.—The Council—who have invested their thoughts and energy in the book: Michael Hermawan, Jacky Mussry, Taufik, Hendra Warsita, Vivie Jericho, Stephanie Hermawan, and Ence.
Last but not least, we would like to thank the team at Wiley—Richard Narramore, Tiffany Colon, and Jocelyn Kwiatkowski—who made it possible for us to share Marketing 3.0 and Marketing 4.0 with the world.
PrologueFrom Marketing 3.0 to Marketing 4.0
For the past six years, marketers whom we met around the world have been asking for a sequel to Marketing 3.0. Considering the dynamics of marketing, many would expect Marketing 4.0 to be in the pipeline.
In Marketing 3.0, we talked about the major shift from product-driven marketing (1.0) to customer-centric marketing (2.0), and ultimately to human-centric marketing (3.0). In Marketing 3.0, we observed customers transforming into whole human beings with minds, hearts, and spirits. Therefore, we argued that the future of marketing lies in creating products, services, and company cultures that embrace and reflect human values. Since the book was published in 2010, many marketers have been adopting the principles of Marketing 3.0. The book was so universally accepted that it has been translated into 24 languages besides English globally.
A year after the book was published, we built the Museum of Marketing 3.0 in Ubud, Bali. The museum was built with the kind support of the three princes of Ubud: Tjokorda Gde Putra Sukawati, Tjokorda Gde Oka Sukawati, and Tjokorda Gde Raka Sukawati. Ubud, with its aura of spirituality, is indeed the perfect place for the first marketing museum of its kind. In the museum, we have been curating inspiring cases of marketers, companies, and marketing campaigns that embrace the human spirit. The contents are organized in a modern multiscreen setup. In recent years, the museum has been upgraded with advanced technologies such as augmented reality and virtual reality.
Indeed, a lot has happened since we wrote Marketing 3.0, especially in terms of technological advancements. The technologies we are seeing today are not new. But they have been converging in recent years, and the collective impact of that convergence has greatly affected marketing practices around the world. New trends are emerging from this: the “sharing” economy, the “now” economy, omnichannel integration, content marketing, social CRM, and many other things.
We believe that the technology convergence will ultimately lead to the convergence between digital marketing and traditional marketing. 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. Backed by big-data analytics, products become more personalized and services become more personal. In the digital economy, the key is to leverage these paradoxes.
In this transitional era, a new marketing approach is required. Thus, we introduce Marketing 4.0 as the natural outgrowth of Marketing 3.0. The major premise of this book is that marketing should adapt to the changing nature of customer paths in the digital economy. The role of marketers is to guide customers throughout their journey from awareness and ultimately to advocacy.
The first part of the book is the result of our observation of the world we are living in. We start by embracing the three power shifts that are shaping our world. We move further by exploring how connectivity has fundamentally changed human lives. Moreover, we take a deeper look into the major digital subcultures of youth, women, and netizens that will serve as foundations for a completely new breed of customer.
The second and core part of the book discusses how marketers can boost productivity by understanding customer paths in the digital era. It introduces a new set of marketing metrics and a whole new way of looking at our marketing practices. We will also dive deep into several key industries and learn how to implement the ideas of Marketing 4.0 in those industries.
Finally, the third part describes in detail the major tactics of Marketing 4.0. We start with human-centric marketing, which aims to humanize brands with humanlike attributes. We then explore content marketing in greater detail in order to create customer conversations. Moreover, we also describe how marketers can implement omnichannel marketing for higher sales. Finally, we dig into the concept of customer engagement in the digital era.
In essence, Marketing 4.0 describes a deepening and a broadening of human-centric marketing to cover every aspect of the customer's journey. We are hopeful that you will find insights and inspirations from this book and join us in redefining marketing in the years to come.
About the Authors
Philip Kotler, the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, is widely regarded as the Father of Modern Marketing. He is ranked by the Wall Street Journal as one of the top six most influential business thinkers. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an MA from the University of Chicago and a PhD from the Massachusetts Institute of Technology (MIT), both in economics. Philip has an incredible international presence—his books have been translated into approximately 25 languages, and he regularly speaks on the international circuit.
Hermawan Kartajaya is the founder and Executive Chairman of MarkPlus, Inc., and is one of the “50 Gurus Who Have Shaped the Future of Marketing,” according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is the current President of the Asia Council for Small Business—a regional council of affiliates and chapters of the International Council for Small Business—and a co-founder of the Asia Marketing Federation.
Iwan Setiawan serves as the Chief Operating Officer of MarkPlus, Inc. (www.markplusinc.com), where he helps businesses design their marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers (www.marketeers.com). Iwan holds an MBA from the Kellogg School of Management at Northwestern University and a BEng from the University of Indonesia.
Part IFundamental Trends Shaping Marketing
1Power Shifts to the Connected Customers
From Vertical, Exclusive, and Individual to Horizontal, Inclusive, and Social
Charlie Frost was a conspiracy theorist who strongly believed that 2012 would bring the end of civilization. A couple of geologists in 2009 found that Frost's belief might be true. They discovered that the earth's core was about to explode and bring catastrophe to the world. And so the world's leaders gathered to find a solution and decided to build giant ships resembling Noah's Ark to save select groups of the world's population. The survivors on the ships would be expected to start a new civilization.
This story is completely fictional and is taken from the movie 2012. But many of the scenes in the movie symbolize the change we are experiencing today. The movie shows how the old standards of civilization—political, economic, socio-cultural, and religious standards—were being destroyed and being replaced by a more horizontal and inclusive set of social standards. It shows how leaders of the Western superpower countries were forced to drop their egos and collaborate. They even had to rely on China to build the giant ships. The ships also functioned as the symbols of a new world in which diverse people were connected with one another without any geographical and demographical boundaries.
Today, we are living in a whole new world. The power structure we have come to know is experiencing drastic changes. The internet, which brought connectivity and transparency to our lives, has been largely responsible for these power shifts.
We witness how exclusive powers surrender to the power of inclusivity. The G7, which is an exclusive group of powerful nations, could not solve the global financial crisis by themselves. They had to involve the G20 nations, which include China, India, and Indonesia. The economic power is now more inclusively dispersed. Large corporations also found it difficult to nurture innovation within their exclusive organizations. Companies such as Microsoft and Amazon eventually needed to acquire smaller yet more innovative companies such as Skype and Zappos. Even millionaires Bill Gates and Mark Zuckerberg were aware of the need for economic inclusivity. They donated their wealth to help the poor through the Bill and Melinda Gates Foundation and the Startup:Education (now part of the Chan Zuckerberg Initiative) organizations, respectively.
We are also seeing how a vertical power structure has been diluted by a more horizontal force. Take, for example, how at the top of the world's most populous countries is the “United States of Facebook” with its population of 1.65 billion people. We also see how people now go to Twitter for breaking news from citizen journalists whereas in the past, a large TV network like CNN would be the go-to channel. Even YouTube has taken Hollywood by storm. A survey commissioned by Variety magazine revealed that for 13- to 18-year-olds, YouTube celebrities are more popular than Hollywood stars. The entertainment giant Sony collaborated with YouTube to show that horizontal forces could not be hindered by vertical ones. Sony's North Korea–themed comedy movie The Interview was commercially released first via YouTube in response to an alleged cyberattack from North Korea.
The power shift also influences people. Now, the power lies not with individuals but with social groups. Dictators were overthrown by people led by unknown leaders. Wall Street financiers were shaken by the Occupy Wall Street protest movement. Ebola fighters were chosen as Time magazine's 2014 Person of the Year rather than U.S. President Barack Obama or Indian Prime Minister Narendra Modi.
These shifts have radically changed our world. In a world where the horizontal, inclusive, and social forces trump the vertical, exclusive, and individual forces, customer communities have become ever more powerful. They are now more vocal. They are not afraid of big companies and big brands. They love to share stories, good and bad, about brands.
Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.
From Exclusive to Inclusive
Gone are the days when being exclusive was the goal. Inclusivity has become the new name of the game. At the macro level, the world is moving from a hegemony to a multilateral power structure. The superpowers, mainly the European Union and the United States, realize that some economic powers are shifting to the rest of the world, most notably to Asia, which has experienced steady growth in recent years. It is important to note that the Western superpowers will still be powerful; it's just that other nations are gaining more power over time. Economic powers are no longer concentrated but are more evenly distributed.
This economic shift is often attributed to the demographic profile of the emerging market populations: younger, more productive, and growing in terms of income level. It has created strong demand for products and services, which in turn drives economic growth. Recent data, however, suggest that the reason might not just be demographic.
From the innovation perspective, emerging markets are also heading in a better direction. Recent data collected by Robert Litan suggests that innovation in the United States has been declining. The number of start-ups accounted for only 8 percent of total companies in the country, whereas 30 years ago, it was nearly 15 percent. In Litan's data, the number of bankruptcies exceeded the number of start-ups.
The trajectory for Asia is quite the opposite. According to the Organization for Economic Cooperation and Development, China will overtake the European Union and the United States in innovation-related spending by 2019. In 2012, South Korea became the most advanced country for innovation, spending over 4 percent of its GDP on research and development.
The political influence of the Western world is also declining, following the drop in its economic influence. Military powers that used to provide effective influence are slowly being replaced by the soft approach of economic support and diplomacy. China, for example, maintains a strong influence in Africa due to its support for developing better governance and a more sustainable development.
Business itself is moving toward inclusivity. Technology enables both automation and miniaturization, which bring down product costs and allow companies to serve the new emerging markets. The disruptive innovations across business sectors have brought cheaper and simpler products to the poor, formerly considered a “non-market.” Products and services once considered exclusive are now available to mass markets all over the world. Examples include Tata Nano's $2,000 car and Aravind Eye Care System's $16 cataract surgery.
This also works the other way around. With reverse innovation, new products can be developed and introduced in the emerging markets before being sold elsewhere. The frugality and cost-consciousness shown in developing products are becoming the new sources of differentiation. A well-known example of this is GE's Mac 400, a portable battery-operated electrocardiogram machine, which was designed to serve rural villagers in India. It was marketed elsewhere with portability as its core differentiation.
The transparency brought by the internet also enables entrepreneurs from emerging countries to draw inspiration from their counterparts in developed countries. They are building clone businesses marked by local twists in the execution. There are, for example, Amazon-inspired Flipkart.com
