The marketing world continues to grow. If you were familiar with the product-oriented marketing 1.0 era, now the marketing world has expanded to the marketing 4.0 era. Before discussing how to conquer digital marketing with the marketing 4.0 approach, we will first explain the differences between marketing 0.1 to 4.0.
The Marketing 4.0 book by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan is a reference for understanding this latest marketing approach. In this book it is explained that the marketing era begins with marketing 1.0 which is product oriented. In that era, the seller’s focus was to sell as many products as possible without thinking about what consumers needed.
While marketing 2.0 is consumer-oriented. Here the seller has begun to try to touch the hearts of consumers, but they are only considered as passive objects. Then developed human-oriented marketing 3.0. In this marketing era, sellers not only market products, but also have a vision, mission, and values that are in line with consumers. Even so, the sellers felt that the marketing model still needed to be further developed.
Because rapid technological developments are considered to be able to encourage marketing to run more effectively. That is what became the forerunner of the emergence of marketing 4.0. Marketing 4.0 approach, combining human touch with consumers through technological sophistication.
Understanding Marketing 4.0
Marketing 4.0 is a marketing approach that combines online and offline interactions that occur between sellers and consumers. Marketing 4.0 is the latest approach whose main purpose is to win consumer advocacy. A combination of online and offline interactions is needed to complement each other. Advances in technology do allow us to do marketing online so that it is easier and can target a wider customer. But online interaction alone is not enough.
In fact, offline interaction is still needed. This is necessary to touch consumers in order to get satisfying services from the products or services offered. That is why in marketing 4.0, the online market does not try to bring down the offline or traditional market. But instead complement each other’s roles.
Change in Customer Path
Technological developments cause the customer path to change. Previously, the customer path was known as 4A, namely Aware, Attitude, Act, and Act Again. So the customer path in the marketing era 4.0 has changed to 5A, namely Aware, Appeal, Ask, Act, and Advocate.
As a parable, potential consumers know (aware) with a brand because they see their advertisements on television. Then he felt attracted to the brand, and sought information (ask) about the brand out of curiosity. If deemed suitable, consumers will give action (act) by buying products from the brand. Satisfied consumers will continue this process by recommending (advocating) the product.
Tips for Applying Effective Marketing 4.0
From the book, you can also get a few tips so that marketing 4.0 can run effectively so that it can compete in this fierce digital marketing world.
Use a variety of marketing channels
The many channels used for marketing are aimed at creating a seamless and consistent consumer experience. By using many channels, consumers can easily recognize and access information about your product or service.
Use online and offline channels. Because marketing 4.0 integrates style and substance. That is, it not only promotes good branding, but also offers content that is relevant to consumers By presenting good and up-to-date content.
Consumers are tired of marketing strategies in the form of advertisements that they encounter everywhere. Marketing 4.0 exists as a marketing solution that mediates between business and consumer needs. Therefore, the message that you deliver should not only focus on sales, but also provide solutions for what is needed by consumers.
In the Marketing 4.0 book explained, the seller needs to identify customer frustration points, especially when using a product or service for a service. From that frustrating point, marketers have to think about how the application of the product offered can help solve consumer problems.
Practicing Digital Anthropology
This point emphasizes the notion of marketing 4.0 which combines human touch with consumers with technological sophistication. In digital anthropology, technology investigates the way humans interact interfaces digitally.