The world of marketing is constantly evolving. If you used to know the product-oriented marketing 1.0 era, now the marketing world has developed into the marketing 4.0 era. Marketing 4.0 is a marketing strategy that utilizes digital example technology.
Before discussing how to conquer digital marketing with the marketing 4.0 approach, we will first explain the difference between marketing 1.0 to 4.0.
Difference between Marketing 4.0 and 1.0
The Marketing 4.0 book by Philip Kotler is a reference for understanding this latest marketing approach.
This book explains that the marketing era began with product-oriented marketing 1.0.
In that era, the seller's focus was to sell as many products as possible without thinking about what consumers need.
While marketing 2.0 is consumer-oriented. Here the seller has begun to try to touch the hearts of consumers, but they are only seen as passive objects.
Then developed human-oriented marketing 3.0. In this marketing era, sellers do not only market products, but also have a vision, mission, and values that are in line with consumers.
Even so, the sellers feel that the marketing model still needs to be developed again.
Because the rapid development of technology is considered to be able to encourage marketing to run more effectively.
This is what became the forerunner of the emergence of marketing 4.0. The marketing 4.0 approach combines the 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 goal is to win consumer advocacy. The combination of online and offline interactions is needed to complement each other.
Technological advances have indeed allowed us to do online marketing management so that it is easier and can target a wider range of customers. But online interaction alone is not enough.
In fact, offline interaction is still needed. This is necessary to touch consumers in order to get satisfactory service from the products or services offered.
That is why in marketing 4.0, the online market is not trying to bring down the offline or traditional market. However, they complement each other's roles.
Customer Path Change
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 4.0 era has changed to 5A, namely Aware, Appeal, Ask, Act, and Advocate.
As an example, potential consumers are aware of a brand because they see its advertisement on television.
Then he felt interested (appeal) to the brand, and looked for information (ask) related to the brand out of curiosity.
If it is deemed suitable, consumers will take action by buying products from that brand.
Satisfied consumers will continue this process by recommending (advocate) the product.
Tips for Applying Effective Marketing 4.0
From the book, you can also get some tips so that the marketing 4.0 that is run can run effectively so that it can compete in this fierce digital marketing world.
Use Multiple Marketing Channels
The many channels used as a marketing function are intended to create a smooth and consistent customer experience.
By using multiple channels, consumers can easily identify and access information about your product or service.
Use online and offline channels. Because marketing 4.0 integrates style and substance.
This means, not only promoting good branding but also offering content that is relevant to consumers by presenting good and up-to-date content.
Provide Solutions
Consumers are tired of marketing strategies in the form of advertisements that they see everywhere. Marketing 4.0 is here as an example of a marketing solution that mediates between business and consumer needs.
Therefore, the message you convey should not only focus on sales but also provide solutions for what consumers need.
In the Marketing 4.0 book, it is explained, sellers need to identify customer pain points, especially when using a product or service.
From that point of frustration, marketers must think about how the application of the product offered can help solve consumer problems.
Practicing Digital Anthropology
This point focuses on the notion of marketing 4.0 which combines a human touch to consumers with the sophistication of digital example technology.
In digital anthropology, technology investigates the way humans interact with digital interfaces.
This process will look at how consumers behave in the context of technology, and how technology is used by humans to interact with each other.
One practice is social listening, which is a proactive process of monitoring conversations about media on the internet, especially in social media and online communities.
As one of the business people, prepare your business to be able to optimize marketing 4.0 which is predicted to increase competitiveness.
Not only in the world of marketing, but you also have to realize that business management, especially the administration and finance departments, is another thing that makes your business survive.
But unfortunately, this point is still often overlooked. Even though when your business financial statements are managed properly and correctly, then you don't need to spend a lot of time on financial matters.
That way, you will be more focused on the business development plan.
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