Marketing 4.0

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition.
 
HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.
 
IWAN SETIAWAN is COO of MarkPlus, Inc.

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.

Acknowledgments xiii
 
Prologue: From Marketing 3.0 to Marketing 4.0 xv
 
About the Authors xix
 
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
 
1 Power Shifts to the Connected Customers 3
 
From Exclusive to Inclusive 7
 
From Vertical to Horizontal 10
 
From Individual to Social 13
 
Summary: Horizontal, Inclusive, and Social 14
 
2 The Paradoxes of Marketing to Connected Customers 17
 
Breaking the Myths of Connectivity 20
 
Summary: Marketing amid Paradoxes 28
 
3 The Influential Digital Subcultures 29
 
Youth: Acquiring the Mind Share 32
 
Women: Growing the Market Share 35
 
Netizens: Expanding the Heart Share 37
 
Summary: Youth, Women, and Netizens 40
 
4 Marketing 4.0 in the Digital Economy 43
 
Moving from Traditional to Digital Marketing 47
 
Integrating Traditional and Digital Marketing 52
 
Summary: Redefining Marketing in the
 
Digital Economy 53
 
Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
 
5 The New Customer Path 57
 
Understanding How People Buy: From Four A's to Five A's 60
 
Driving from Awareness to Advocacy: The O Zone (O3) 66
 
Summary: Aware, Appeal, Ask, Act, and Advocate 69
 
6 Marketing Productivity Metrics 71
 
Introducing PAR and BAR 74
 
Decomposing PAR and BAR 75
 
Driving Up Productivity 80
 
Summary: Purchase Action Ratio and Brand Advocacy Ratio 90
 
7 Industry Archetypes and Best Practices 91
 
Four Major Industry Archetypes 94
 
Four Marketing Best Practices 100
 
Summary: Learning from Different Industries 104
 
Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
 
8 Human-Centric Marketing for Brand Attraction 107
 
Understanding Humans Using Digital Anthropology 110
 
Building the Six Attributes of Human-Centric Brands 113
 
Summary: When Brands Become Humans 118
 
9 Content Marketing for Brand Curiosity 119
 
Content Is the New Ad, #Hashtag Is the New Tagline 121
 
Step-by-Step Content Marketing 124
 
Summary: Creating Conversations with Content 134
 
10 Omnichannel Marketing for Brand Commitment 137
 
The Rise of Omnichannel Marketing 139
 
Step-by-Step Omnichannel Marketing 145
 
Summary: Integrating the Best of Online and Offline Channels 149
 
11 Engagement Marketing for Brand Affinity 151
 
Enhancing Digital Experiences with Mobile Apps 153
 
Providing Solutions with Social CRM 156
 
Driving Desired Behavior with Gamification 160
 
Summary: Mobile Apps, Social CRM, and Gamification 165
 
Epilogue: Getting to WOW! 167
 
What Is a "WOW"? 167
 
Enjoy, Experience, Engage: WOW! 168
 
Are You Ready to WOW? 169
 
Index 171

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