5 Modules

Marketing 4.0

Delivering value

Developing pricing strategies

and communicating value

Creating value

Developing marketing strategies

and creating customer loyalty

Concepts of Marketing (MM- I)

1
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 Fundamental trends shaping marketing,
Marketing in the digital and remote economy,

Information processing and memory retrieval.

Marketing 4.0
An introduction to consumer neuroscience and neuro
marketing,
Sensory Neuro marketing,
Influential marketing and digital first approach

2
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 Marketing 4.0

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 Marketing: Changing facets

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 Trends shaping
new world of
Marketing

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 Marketing: 4.0: Trends shaping new world of Marketing

Power Shift to Paradoxes of Influential Digital Rise of Digital

Connected Consumers Marketing to Subcultures Economy
Connected Consumers

 Exclusive to Inclusive  Online vs Offline  Youth: Acquiring  Moving from

 Vertical to Horizontal Interactions mind share Traditional to Digital
 Individual to Social  Informed vs Distracted  Women: Growing Marketing
consumers market share  Integrating
 Negative vs Positive  Netizens: Expanding Traditional and
advocacy heart share Digital Marketing

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 Marketing: 4.0: Trends shaping new world of Marketing

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 Frameworks in
new world of
Marketing

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 Marketing: 4.0: New Frameworks

New Customer Path New Marketing Metrics Industry Archetypes

and Best Practices

 Aware  PAR (Purchase-Action  Door Knob

 Appeal Ratio)  Goldfish
 Ask  BAR (Brand-Advocacy  Trumpet
 Act Ratio)  Funnel
 Advocacy

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 Marketing: 4.0: New Frameworks

New Customer Path

 Aware
 Appeal
 Ask
 Act
 Advocacy

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 Marketing: 4.0: New Frameworks

New Customer Path

 Aware
 Appeal
 Ask
 Act
 Advocacy

O3 (Ozone) Influence: Own, Other and Outer influences

Own(Self), Other(W-O-M), Outer (Advertiser)

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 Marketing: 4.0: New Frameworks

New Marketing Metrics

 PAR (Purchase-Action
Ratio)
 BAR (Brand-Advocacy
Ratio)

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 Marketing: 4.0: New Frameworks

Based on conversion rates across 5As (Aware, Appeal, Ask,

Act, Advocate), 4 distinct industry archetypes emerge

Industry Archetypes
and Best Practices

 Door Knob
 Goldfish
 Trumpet
 Funnel

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 Marketing: 4.0: New Frameworks

Marketing Actions desired….

Industry Archetypes
and Best Practices

 Door Knob
 Goldfish
 Trumpet
 Funnel

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 Tactical Marketing
Applications in
new world of
Marketing

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 Marketing: 4.0: Tactical Applications

Human-centric Content Marketing for Omnichannel for Brand Engagement Marketing

marketing for brand brand curiosity Commitment for Brand Affinity
attraction (Humanizing
brands)  Creating content  Integrating  Mobile Apps
for conversations traditional and  Social CRM
 Physicality  Content is the digital media and  Gamificaion
 Intellectuality new Ad, # is the experiences  Metaverse
 Sociability new tagline  Mobile commerce
 Emotionality  Brick and Click
 Personability  Click and Mortar
 Morality

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 Marketing: 4.0: Tactical Applications

Content Marketing for

brand curiosity

 Creating content
for conversations
 Content is the
new Ad, # is the
new tagline

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 Memory and
Marketing

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 Memory and Marketing

Advertisement and marketing communication is

worthless if it doesn’t make a reasonably lasting
impact on the receiver

Advertising landscape is a noisy and cluttered.

Most consumers are not interested in paying
attention to every single marketing message

Advertisers need to understand how customer brains

encode the information that helps to determine how
they will remember it

Customers will have a better chance of retaining and

retrieving data if they associate with other information
already in memory

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 Types of Memory

 Sensory Memory
 permits storage of the information we receive from our
senses.
 This storage is very temporary; it lasts a couple of
seconds at most
 If you retain this information for further processing, it
passes into short-term memory
 Short-term Memory
 stores information for a limited period of time, and it
has limited capacity.
 it holds the information we are currently processing.
 Our memories can store verbal input acoustically (in
terms of how it sounds) or semantically (in terms of
what it means)
 Long-Term Memory
 Information passes from STM into LTM via the process
of elaborative rehearsal.
 This means we actively think about the chunk’s
meaning and relate it to other information already in
memory

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 Memory Process
Atkinson-Shiffrin Memory Model

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 How to remember?
There are several key functions of this multistep memory process that help us better remember information
What are these?
Magic Number 7 Relevance and Repetition
Most adults can typically (Rehearsal)
only store between five Most information we take
to nine items in their in is forgotten almost
short-term memory immediately. Repetition is
the only way we can
They convert longer info transfer information from
into “chunks” STM to LTM
What this means for Marketers?
Repeating your messaging.
Beware of the point of
Don't try to load your diminishing retention and avoid
campaigns with too much annoying your audience.
information. Keep the After a point, repetition does
message simple and easily nothing for memory and can risk
"chunkable." harming the positive
associations your audience has
with your brand
Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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Interference
Interference happens
when competing
information leads us to
forget previously learned
information
Avoid cluttered media
It can be better to go to a
smaller channel to better
reach a smaller portion of
your audience.
As always, keep it simple so
you don't create interference
within your own messaging
MM - II
Zeigarnik Effect
If a message is
incomplete, people will
attempt to retain and
recall the message for the
purposes of completion
in the future
Consider leaving your
audience hanging with
your messaging and
creating a continuous
compulsion to seek a
conclusion
 Accessing Memory

 Recall is enhanced when we pay more attention to the message in the first place

 We can retrieve information about a pioneering brand (the first brand to enter a market) more
easily from memory than we can for follower brands

 Nature of the ad itself also plays a big role in determining whether we’ll remember it.

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Factors advertisers must consider

State- Pictorial
dependent Familiarity. Salience Novelty versus Nostalgia
retrieval. verbal cues
We are better Familiarity The salience of a Introducing a visual aspects of nostalgia is “a
able to access enhances recall. brand refers to its surprise element an ad are more sentimental
information if our Extreme prominence or in an ad can be likely to grab a yearning for
internal state (for familiarity can level of activation particularly consumer’s return to or of
example, our result in inferior in memory effective in aiding attention some past period
mood at the time) learning and recall or irrecoverable
is the same at the recall. Stimuli that stand While ads with condition
time of recall as out in contrast to Mystery ads, in images may
when we learned When consumers their which the ad enhance recall,
the information are highly familiar environments are doesn’t identify they do not
with a brand they more likely to the brand until necessarily
may pay less command the end, could be improve
attention attention more effective comprehension
and
understanding of
the content

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Factors advertisers must consider

Novelty

Introducing a
surprise element
in an ad can be
particularly
effective in aiding
recall

Mystery ads, in
which the ad
doesn’t identify
the brand until
the end, could be
more effective

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Factors advertisers must consider

Nostalgia

nostalgia is “a
sentimental
yearning for
return to or of
some past period
or irrecoverable
condition

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Factors advertisers must consider

Nostalgia

nostalgia is “a
sentimental
yearning for
return to or of
some past period
or irrecoverable
condition

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Factors advertisers must consider

Pictorial
versus
verbal cues
visual aspects of
an ad are more
likely to grab a
consumer’s
attention

While ads with

images may
enhance recall,
they do not
necessarily
improve
comprehension
and
understanding of
the content

Source: https://www.skyword.com/contentstandard/lest-we-forget-how-memory-works-and-how-to-apply-it-to-marketing-strategy/
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 Neuromarketing /
Consumer
Neuroscience

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 What is Neuromarketing / Consumer Neuroscience?

= The field of neuromarketing (sometimes known as consumer neuroscience), studies the brain to predict
and potentially even manipulate consumer behavior and decision making

= refers to the measurement of physiological and neural signals to gain insight into customers’ motivations,
preferences, and decisions which can help inform creative advertising, product development, pricing, and
other marketing areas

= study of human buying behavior by utilizing neuroscientific techniques

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Neuromarketing: Interest started in 2000s

 2000: Researchers pointed that marketing actions like advertising, branding have impact on brain
activities

 2004: Emory University worked on impact of brand on brain activity

When an area of the brain is activated, there is a rush of blood to that area. The fMRI captures this change in
blood flow. It helps scientists understand which activities light up what parts of the brain.

Understanding which brain area activates in response to certain stimuli enables scientists to understand
human behavior.

Using fMRI (functional Magnetic Resonance Imaging), the researchers observed which parts of the brain were
activated when the different drinks were consumed.

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Neuromarketing: Interest started in 2000s

 When the participants didn’t know which drink they

were consuming, the preference for the drinks tied
more or less at 50%.

 When the drinks weren’t identified, the researchers

noted a consistent neural response.

 But when subjects could see the brand, their limbic

structures (brain areas associated with emotions,
memories, and unconscious processing) showed
enhanced activity, demonstrating that knowledge of
the brand altered how the brain perceived the
beverage

Source: https://www.scienceabc.com/humans/what-is-neuromarketing-coke-better-than-pepsi-cola-
wars.html

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 Neuromarketing: Interest started in 2000s
 2008: INSEAD’s researchers studied impact of price of wine on brain activity

 Price triggers key parts of brain in attempt to ‘trick’ taste buds

 €12 wine was given to participants, repeatedly three times showing them
the price tag as three euros, six euros and then €18.

 stated that the wine with the higher price tasted better than an apparently
cheaper one

 Researchers focused on two parts of the brain, in particular.

 One was the medial pre-frontal cortex, which appeared to compute
price into expectation and thus influence evaluation of the wine.

 The other was the ventral striatum, which operated a sort of ‘reward
and motivation system

Source: https://www.decanter.com/wine-news/brain-makes-expensive-wine-taste-better-374464/

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 Common methods of Neuromarketing

 brain scanning, which measures neural activity,

 physiological tracking, which measures eye movement and other proxies for that activity

Tools of Neuromarketing: Tools for scanning brain

 fMRI (functional Magnetic Resonance Imaging)

 uses strong magnetic fields to track changes in blood flow across
the brain and is administered while a person lies inside a
machine that takes continuous measurements over time

 EEH (Electroencephalogram)
 reads brain-cell activity using sensors placed on the subject’s
scalp; it can track changes in activity over fractions of a second

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Tools of Neuromarketing: Tools for measuring physiological proxies for brain (Eyetracking, Face
reading, Heart rate etc)

 Eye tracking is used to measure

 To measure attention (via the eyes’ fixation points)
 To measure arousal (via pupil dilation)

 Facial-expression coding (reading the minute movement of muscles

in the face) can measure emotional responses

 Heart rate

 Respiration rate

 Skin conductivity measure arousal

 etc

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Tools of Neuromarketing: Tools for measuring physiological proxies for brain (Eyetracking, Face
reading, Heart rate etc)

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Tools of Neuromarketing: Tools for measuring physiological proxies for brain (Eyetracking, Face
reading, Heart rate etc)

Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know

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 Neuroscience in the future: To be used to influence consumer behavior

Better segmentation. Sleep nudging. Hormone manipulation. Temporary neural

 demographics (age and Neuroscientists have
wealth, for example) learned that we are
 psychographics susceptible to influence
(impulsivity). during windows in our
 And by brain sleep.
differences:
Many works have shown
A study found differences the ability to increase
in the brains of people preference for certain
who are easily influenced products or promote
by marketing cues. certain behaviors by
nudging consumers during
deep sleep.
Source: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
Brain activity is influenced
by neuromodulators—
brain hormones (such as
testosterone, cortisol, and
oxytocin) and
neurotransmitters
(chemical messengers)
that allow brain cells to
communicate with one
another.
In 2015 they found that
dosing consumers with
testosterone increased
their preference for luxury
brands
inhibition.
Transcranial magnetic
stimulation (TMS)
machines use magnetic
fields to stimulate or
depress nerve cells in the
brain, temporarily
“knocking out” certain
areas
Fear can be suppressed to
eat food made from
insects, which are a good
source of protein with low
environmental impact.

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 Sensory Marketing

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 To understand how Neuromarketing works, understanding of “Sensation” is essential.
Which basic senses do we have? How de we experience the world around us?

Everything a customer experiences is the result of sensory stimuli.

Sensory Marketing
is marketing that engages consumer’s senses and affects their perception, judgment and behavior

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 Sensory Marketing: Conceptual Model

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 Sensory Marketing

 Catch consumers’ attention

SOUND  Enhance brand identities
 Brand backed by music that ‘fits’ with their brand identity are 96% likelier to
prompt memory recall

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 Sensory Marketing

VOLKSWAGEN TALKING NEWSPAPER AD: Sept 2010 TOI India

SOUND

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 Sensory Marketing

SIGHT
 83% of the information people retain is received visually
 Brand Image
 Color
 Recall & Recognition
 Pattern
 To bridge physical evidence gap

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 Sensory Marketing

SIGHT

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 Sensory Marketing

TOUCH  Evoke motivation to contact

 Physical evidence is created
 Strong ability of persuading

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 Sensory Marketing

SMELL  Strongly stimulate emotion & memory development & recall

 75% of emotions are generated by smell
 Smell is directly linked to the brain

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 Sensory Marketing

SMELL
 Olfactory logos (scent branding). It is the process of creating a
custom scent that the brand devises to embody its unique brand
characteristics

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 Sensory Marketing

 The tongue detects six different taste sensations, known respectively

TASTE as sweet, salty, sour, bitter, piquancy (spicy), and umami (savory).
 Use of Taste marketing is limited to edible products
 Samples, New flavors are some of the ways

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 D4: 3

Sensory Marketing

TASTE

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 D4: 3

Sensory Marketing

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 Mobile First
Indian Consumer

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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 Mobile First Indian Consumer 2022 MOBILE MARKETING HANDBOOK, INDIA

Source: https://go.inmobi.net/hubfs/IND_2022_MMH/2022%20India%20Mobile%20Marketing%20Handbook%20InMobi.pdf
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 3Vs in Digital
Marketing

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 3Vs for success in Digital Marketing
Voice Search
 28% of search volume is
voice search in india
 Hindi searches are
increasing by 400% year on
year
 With urban population and
the little time they can
spare, voice search provides
the flexibility of multitasking
 USP of voice search - highly
targeted search as mostly
driven by long tail keywords
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Video
 87 percent of companies
used video as their medium
of digital marketing in 2019
 76 percent of B2C content is
video
 Video has a higher
engagement rate and higher
retention too
MM - II
Vernacular
 People prefer recommended content
over searched content
 Vernacularity, comes as key for all
search mediums. Localisation is the
key for every medium
 Localised SEO
 A very popular online news platform
states that 90 percent users of their
app in India and 60 percent Indian
smartphone users are consuming
content in their Mother's tongue
 Influential /
Influencer
marketing

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 Influential / Influencer marketing

= a form of social media marketing involving endorsements and product placements from influencers,
people and organizations who possess an expert level of knowledge and/or social influence in their
respective fields

= It is the use of influential consumers or advocates to help companies create buzz for their products or
services

Influencer marketing works because of the high amount of trust that social influencers have built up with
their following

 Companies of all sizes must learn who their key influencers are and develop relationships with them.

 Influencers, in turn, find creative ways to make their promotions wildly successful, getting people to buy their
products

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 Influencer marketing strategy

Create
Choose a Identify Track and
Find the Content
Define your how to and Define Qualify Analyze
Right Influencers
goals engage Your influencers Your
Influencers Can’t
influencer Audience Results
Refuse

Brand Awareness Gifting Create a buyer Bloggers Qualify the To create Website traffic,
Brand Identity Sponsored Content persona (both Social Media Stars audience irresistible content Page views,
Audience Building Co-Creating demographic and Celebrities for influencers, Social mentions
Engagement Content psychographic Industry Experts Qualify reach and develop ideas that shares,
Lead Generation Social Media segmentation). Thought Leaders authority target top Comments
Sales Mentions Customers keywords and fills Likes
Loyalty Contests and Identify the top Noncompeting Qualify the content gaps they have in New sales
Link Building Giveaways people they follow Brands and messaging. their content Customer
Influencer Takeover and websites they retention rates
Affiliates use
Discount Codes
Brand Ambassadors

Source: https://blog.alexa.com/influencer-marketing-strategy/
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 Categories of influencer

Macro Influencer: With 100,000-1 million followers. Broad audience reach, like young women or
teens.

Micro Influencer: With 1,000-100,000 followers. Defined and specific audiences and are respected
experts in their field. Have good engagement rates

Nano Influencer: With less than 1000 followers. Have the best engagement, typically within a local or
super niche community.

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 TOP INFLUENCERS IN THE WORLD – FEB 2022

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 TOP INSTAGRAM INFLUENCERS
OF INDIA IN 2021

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 TOP MALE MICRO INFLUENCERS
(<1L FOLLOWERS) OF INDIA IN 2021

Ankit Mishra
Jack (Lavish)
Saksham Batra
Sandeep Rai
Satyam Gaur
Hemant Khowal
Azam Ibraheem
Vibhu Sharma
Nikhil Gandhi
Ani Ray

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5 Modules

Marketing 4.0

Delivering value

Developing pricing strategies

and communicating value

Creating value

Developing marketing strategies

and creating customer loyalty

Concepts of Marketing (MM- I)

69
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