Marketing 4.

0-Style
meets substance
SUBMITTED BY:
GROUP NO. - 05
 Introduction to Marketing 4.0

Flow of How it is different from Marketing 1.0 , 2.0 , 3.0

presentation
Power Shifts to the Connected Customers

Influential Digital Subculture

Marketing 4.0 in digital economy

Marketing Application in Digital Economy

Introduction
Marketing has evolved a lot, it never
stops, and already with a 100-year history
it has gone from production and product-
oriented marketing (1.0), to customer-
centric marketing (2.0), passing through
marketing focused on human beings and its
value (3.0),and finally to digital-oriented
marketing (4.0).
 Marketing 1.0
Marketing 1.0 concept based on the evolution of the marketing theory and practice in the
first half of the 20th Century, which was based and centered around the idea of products
and production. Marketing concept has undergone a great change over the period.

Marketing 1.0 is based on the “4 - P’s” of Marketing Mix.

Marketing 1.0 appeared as an outcome of the development of production during a new

industrial revolution based on rise of new information technologies and communication
and especially following the burst of the Internet Bubble.
 Marketing 1.0

The first Web application (Web 1.0) is called “replicative Web”, whose basic principle is to
provide products and services of offline businesses.

One of the best examples of the production concept is Henry Ford’s Model T.

Marketing 1.0 in Pharma.

 Marketing 2.0
Marketing 2.0 is a customer-centric approach. It focuses on establishing an emotional
bond between the customer and the product/service being offered.

It is based on social networking sites where consumer is the focal point of a company.

It refers to new generation of marketing ideas emerging from the Internet era. The
expression became popular in 2005 along with idea of Web 2.0.

Philip Kotler explains in an interview, “Some companies decide to learn more about to
whom they are selling, set out to fabricate and sell quality goods, to understand their
clients through study of large databases and to offer them a differential service”.
 Marketing 3.0
Collaborative, Cultural, and Spiritual
Collaborative : With advancement of technology, users of social media can produce and
distribute news. It also enables the gathering of insights and collaboration between
customers and enterprises. Products and services can be changed to meet the needs and
requirements of clients. The key is to have a thorough understanding of what customers
want from a brand.
 Marketing 3.0
Collaborative, Cultural, and Spiritual
Cultural : Understanding the profile of local consumers can be a crucial marketing tactic in a
world dominated by giant, international corporations. Consumers are increasingly
segmented into groups and specializations despite globalization. How businesses employ
marketing tactics may be determined by regional culture or a particular group. One of the
primary determining elements for firms in the new world of advertising is audience
segmentation and the ability to recognize distinct cultural patterns. Some businesses have
collaborated with online influencers to market their goods and link them to a specific
cultural niche. They have some authority within that group, so they may place the brand
there.
 Marketing 3.0
Collaborative, Cultural, and Spiritual

Spiritual : Nowadays, more and more people are seeking out positive experiences and
ideals in all spheres. Beyond the typical physical effects of the product, businesses should
strive for improvement. To make consumers feel like they are a part of something bigger
when they use the product, there must be a lifestyle and attitude. Many businesses
produce goods that do not harm the environment or serve social causes. That
demonstrates concern for matters other than money. In other words, it genuinely wants
to create a better world.
 Evolution of Marketing
Concept
1950's (Post-War) - Marketing focused on product life-cycle. Things like brand image,
market segmentation, and marketing audits were the tools of choice within companies.
1960's (Growing) - Marketing began to mature and developed things like the Four P's of
Marketing (price, product, promotion, place). This helped companies target consumers
more effectively, but most were still marketing lifestyles and features of the brand.
1970's (Disruptive) -- Marketing organizations started getting smarted. Instead of
mass-marketing, many began to use targeting and positioning techniques. This was
good because brands began to be more strategic and leverage the social aspects of
marketing.
 Evolution of Marketing
Concept
1980's (Big Marketing) - With the boom of the Reagan years came large-scale and global
marketing campaigns. Direct marketing techniques grew exponentially and customer
relationship marketing became a focus for many brands.
1990's (Targeted) - With the explosion of the internet, many brands began for the first time
to use 1-to-1 marketing campaigns. E-commerce allows companies to market on an
emotional and experiential level because consumers were able to be segmented more
effectively.
2000's (ROI) - As marketing and technology became more commonplace within
organizations, brands began asking about the return on investment (ROI). Things like brand
equity, customer equity, social media, and social responsibility became more commonplace.
We also started to see tribalism make an entry and customers were segmented.
 Brand Identity
Shift to Positioning in the minds of the consumers.
Unique, heard, and noticed in cluttered marketplace.
Human Spirit: Relevant to rational needs and wants of consumers.

The 3i Model
Brand Image
Acquiring consumer’s mind-share.
Appeal consumer’s emotional needs and wants.

Brand Integrity
Credible to your promise.
Establishing the trust of the consumers.
Targeting spirit of the consumer.
Shift to
Human Spirit:
The 3i Model
 Values-Based Matrix Model
Shift to value
driven
marketing
 1. Treat your customers with love and your competitors
with respect.
10
2. Be ready for transformation and change.
Commandments 3. Make your values clear and support them.
of Marketing 4. Focus on the segment that can give you the greatest
3.0 benefits.
5. Price fairly to convey your quality.
6. Help potential customers to connect with your company
In Marketing 3.0: From and its products.
Products to Customers to the
7. Look upon your customers as customers for life.
Human Spirit, Philip Kotler
writes ten rules in the new 8. View each business as a service. Because each product is
marketing. tied to a service.
9. Improve your business process every day.
10. Consider various aspects and information—not just
finance related—before making a decision.
How does Marketing 1.0, 2.0, 3.0, and
4.0 differ from each other ?
 From Exclusive to Inclusive
Power Shifts
The world is moving from a hegemony multilateral
to the power structure.
Connected
Customers This shift is caused due to
Demographic
emergent
technology
transparency
social elements
From Vertical to Horizontal
The competitiveness of companies will no longer be
determined by their size, country of origin, or past
advantage.

The flow of innovation that was once vertical has

become horizontal

Concept of competition is changing from vertical to

horizontal

The concept of customer trust is no longer vertical; it is

now horizontal

A relationship between brands and customers should no

longer be vertical but instead it should be horizontal
From Individual to Social
In this transformation purchase decision has two factors
Social conformity
Individual preference

Customers care more and more about the

opinions of others.

Customers communicate with one another and

converse about brands and companies

With community-generated content, companies have

no control over the conversation.
Companies who make false claims and have poor
products will not survive.
Influential
digital 1. Youth
subculture Early adopters
Trend setter
Game changer
2. Women
3. Netizens
Marketing
4.0 in Moving from traditional to digital marketing

digital
Moving from 4 P’s( Product , Price, Place and
economy promotion) to commercializing 4 C’s( co-
creation, currency, communal activation,
and conversation)
Integrating Digital and
traditional markrting
New Customer path
 1. It shows how customer moves from no
Industry awareness of product or service to high
Archetypes awareness , interest, purchase, repurchase,
and even word of mouth.

2. There are 4 major pattern exist across

industries:
Door knob
Gold fish
Trumpet
Funnel
Well known industry with “door knob” consumer path is Consumer packaged
goods.
Gold fish pattern mostly found in B2B commodity offerings.
Trumpet mostly found in lifestyles categories such as luxury cars,
watches etc.
Funnel generally found in consumer durables as well as in service
industries.
Bow-Tie
Improving the Company Path across Industry
Archetypes
Improving the Company Path across Industry
Archetypes
 Human-Centric Marketing
Marketing Marketer often forget the human side of customers which is
Application in clearly manifest in the digital era

Digital Marketers need to adapt this new reality and create brands
that is human- approachable and likeable but also
Economy vulnerable
Brands should become less intimidating when brands want
to influence customers without overpowering them
Human Centric Marketing must posses following attributes:
1. Physicality
2. Intellectuality
3. Sociability
4. Emotionality
5. Personality
6. Morality
 Content Marketing
It is new way of promoting product in marketing 4.0. In this
marketers tell interesting stories about their products.
Content marketing shifts the role of marketing from brand
promotion to storytelling.

Steps for effective content marketing involves:

1. Goal Setting:
What do you what to achieve with this marketing?
Brand building objective
Sales-growth objective
2. Audience Mapping:
Who are your customers and what are their
desires?
Customer profile and persona
3. Content Ideation and Planning:

What is overall content and what is roadmap?

Content theme, format and mix
Content story line and calendar

4. Content Creation:
Who creates content and when?
Content creation: Inhouse or outsourcing
Content Production schedule
5. Content Distribution:
Where you want to distribute the content
assets?
Owned Channel
Paid Channel
Earned Chennel
6. Content Amplification:-
How do you plan to leverage content assets
and interact with customers?
Creating buzz around the content
Employing influencers
7. Content Marketing Evalution:-
How successful was your content marketing
campaign?
Content marketing matrices
Overall objective achievement
8. Content Marketing Improvement:-
How do you improve existing content
marketing?
Content Improvement and theme change
Content distribution and amplification
improvement
THANK YOU!