Post by account_disabled on Feb 28, 2024 17:03:05 GMT 10
The essence of Marketing 4.0 lies in recognizing the new roles of traditional and digital marketing. To do this, let's start with an anecdote. Once upon a time... One of the first lessons of the 24oreBS Digital Marketing and Communication course that we are attending hosted Gaetano De Marco , Executive Strategy Director of Caffeina . His lectio began more or less like this: “Each of you tell me why you are here today” All the students spoke about their professional and personal motivations. The main motivation was that they wanted to explore issues related to Digital Marketing in depth. At the end of the speeches, Gaetano apologized to us, telling us: “ Digital Marketing no longer exists, only Marketing exists ” From traditional to digital What does this phrase mean? This is why Kotler, our guru, who, a few years ago, wrote a book entitled Marketing 4.0 , can come to our aid .
The book theorizes an approach that combines the interaction between customer Paraguay Phone Number and company both offline and online . Therefore the separation is not as clear as we imagine it to be. There are certainly specific skills but in reality one cannot ignore knowing and respecting the rules of the game which apply to all channels of interaction between company and customer. But let's go back to Kotler. According to the guru, there are three basics of marketing: Segmentation : practice which consists in dividing the market into homogeneous groups based on socio-demographic and behavioral variables Targeting : selection of one or more segments to which the brand wants to refer based on the affinity between the attributes of the product/service offered and the characteristics of the chosen target Positioning : the battle to win a place in the customer's mind. To do this, the brand must have a positioning that is consistent with the promise made to its customers These three pillars are always valid but are being overturned by the advent of digital channels .
In practice today, unlike some time ago, people have access to a lot of information and are increasingly connected to each other . This phenomenon leads to a greater ability to compare but also to a strong dependence on the opinions of others (the so-called word of mouth ). All this is complicated by the low attention span and reduced reaction to stimuli . Given this scenario, the challenge that the company must take up is to get off the pedestal to listen and better understand its current and potential customers . In the digital age, in fact, it is easier for customers to evaluate whether the brand lives up to its promise, the brand must create a real connection with their customers by making them feel involved in the creation of their services. From 4Ps to 4Cs At this point the operational marketing levers must also be updated. Kotler goes from the 4 Ps ( product, price, place and promotion ) to the 4 Cs: Co-creation – new product development strategy that involves collaboration with the customer right from the concept phase Currency.
The book theorizes an approach that combines the interaction between customer Paraguay Phone Number and company both offline and online . Therefore the separation is not as clear as we imagine it to be. There are certainly specific skills but in reality one cannot ignore knowing and respecting the rules of the game which apply to all channels of interaction between company and customer. But let's go back to Kotler. According to the guru, there are three basics of marketing: Segmentation : practice which consists in dividing the market into homogeneous groups based on socio-demographic and behavioral variables Targeting : selection of one or more segments to which the brand wants to refer based on the affinity between the attributes of the product/service offered and the characteristics of the chosen target Positioning : the battle to win a place in the customer's mind. To do this, the brand must have a positioning that is consistent with the promise made to its customers These three pillars are always valid but are being overturned by the advent of digital channels .
In practice today, unlike some time ago, people have access to a lot of information and are increasingly connected to each other . This phenomenon leads to a greater ability to compare but also to a strong dependence on the opinions of others (the so-called word of mouth ). All this is complicated by the low attention span and reduced reaction to stimuli . Given this scenario, the challenge that the company must take up is to get off the pedestal to listen and better understand its current and potential customers . In the digital age, in fact, it is easier for customers to evaluate whether the brand lives up to its promise, the brand must create a real connection with their customers by making them feel involved in the creation of their services. From 4Ps to 4Cs At this point the operational marketing levers must also be updated. Kotler goes from the 4 Ps ( product, price, place and promotion ) to the 4 Cs: Co-creation – new product development strategy that involves collaboration with the customer right from the concept phase Currency.