What Is Marketing 4.0?
Marketing 4.0 is a consequence of the digital revolution. Indeed, it has not erased any vestige of traditional marketing, which is still present in the strategies of companies. However, digital marketing is the primary channel today.
Marketing 4.0 focuses on social networks and online media. He does not rule out the offline environment, but he does understand it as a challenge that arises when finding a way to manage the integration of both worlds.
Another challenge that inevitably arises is related to the audience. And it is not easy to capture the attention, much less the commitment, of an increasingly independent audience and influenced by numerous digital stimuli.
How Did We Get To Marketing 4.0?
The history of marketing begins with a strong focus on the product. He was the center of the strategy, and all eyes were directed at him, eclipsing even the customers themselves from the company’s point of view. Marketing 1.0 assumed that they needed to adapt to the products in this first stage, which meant that no effort was required to meet consumer needs.
The timing justified this approach: there was little competition and many opportunities. But things changed, and more alternatives began to emerge for consumers.
Marketing 2.0 was beginning. In this phase, companies began to care more about their customers, ensuring their satisfaction. It was a fundamental way of focusing on his needs, primarily based on decisions guided by intuition.
The next step marks the arrival of Marketing 3.0, which Kotler defines by three characteristics:
His focus on values stands out, which is used to connect with the audience on a deeper level. It has been discovered that people want to be able to choose between different colors and sizes, but, as human beings, they look for meaning.
But the most significant change occurs the moment the Internet arrives. People’s life revolves around the web, in more and more spheres. The options are no longer lacking. Anyone can consume the content they want at any time, search for information about products and brands, know the opinions and ratings of other consumers and buy products from anywhere in the world.
Previously, the exclusivity of a product or service was its logo, but today the brand will be more valued for its ability to include emerging markets in consumption. Now, society has become more important than the individual. In Marketing 4.0, consumption is no longer an individual act. The exchange of experiences through the Internet grows and influences purchase options. For consumer decisions, “social recognition” is essential.