Marketing 4.0: What is it, how to implement it?
Think about it: since the first products appeared, the ways to do your marketing have not stopped evolving. From the simple shout of the fairground in the manor, through the first print ads and mass distribution thanks to the Gutenberg Press, evolving on the airwaves of radio and TV and finally reaching the Internet age, marketing techniques and strategies continue to evolve. And with that, today we have Marketing 4.0.
Knowing and understanding the meaning of this terminology is very important, especially for professionals in the segment and advertising. Understanding the term, knowing the reasons why it was coined and knowing how to apply the concepts behind it are crucial aspects to carry out quality work in the dissemination of brands and companies in this new era.
With that in mind, we have prepared an article especially on this subject. Stay with us and see below what Marketing 4.0 is and how to implement it!
Why Marketing 4.0?
Marketing 4.0 is a nomenclature created by none other than Philip Kotler. The author and scholar, now at the height of his 89 years of knowledge and research, does not stop following the sector's transformations and analyzing its origins and impacts.
Kotler lived through the entire era in which marketing tools and techniques changed with greater speed, and with that, he helped us to know the characteristics of each phase in this field of work and knowledge. And when we analyze their theories about the evolution in the way of doing marketing, we notice that they are deeply connected to advances in technologies and the way these improvements impact the way we live, consume and relate.
So, before we discuss Marketing 4.0, let's create a history and remember the other eras of marketing. This step is essential for you to understand how we got to the scenario we have today.
Marketing 1.0: The Age of Products
Fruit of the First Industrial Revolution, Marketing 1.0 was the era where products dictated marketing actions. It was not up to companies to be concerned with the specific desires and needs of each consumer, the objective was not to provide solutions, but mass manufacturing.
Thus, large-scale production was prioritized over variety and versatility. A classic example is Henry Ford's production line, which only manufactured black vehicles.
Marketing 2.0: The Age of the Consumer
With an expansion in the means of production and increased competition in the most diverse markets, focusing on the consumer has become a necessity for the development of competitive advantage. At the same time, we entered the Information Age, already in the 20th century, with the emergence and democratization of modern computers.
Thus, there was simultaneously a need to understand consumer desires and the ability to collect and analyze consumer data more efficiently. Therefore, in Marketing 2.0 the focus is on understanding consumer behavior in order to develop more effective solutions and campaigns.
Marketing 3.0: the Age of Value
In the Age of Value, the consumer remains the center of attention. However, the focus now goes deeper no longer literally on the desires that generate their behaviors, but on the values that underlie them.
Thus, Marketing 3.0 seeks to address concerns that concern how the customer is positioned in society.
Finally, let's go to Marketing 4.0!
You are experiencing Marketing 4.0 right now
And when we say right now, we are not referring to the time in which you live, but to the activity you are doing. In a met linguistic way, this article you are reading is a result of the evolution towards Marketing 4.0.
We are now experiencing digital transformation, which has a profound impact on consumer behaviors, desires and values. He is permanently connected and has, literally in the palm of his hand, a multitude of information at his fingertips.
Therefore, he now makes more informed choices and companies that are able to stand out from the competition, offer knowledge and establish a more personal relationship with the consumer come out ahead. Which can be translated in terms of actions such as?
• Search engine optimization (SEO) ;
• Production of quality content;
• Presence on social networks.
Therefore, these are the three foundations of the application of Marketing 4.0.
How to implement Marketing 4.0?
An important detail that Kotler mentions in the work in which he brought up the concept of Marketing 4.0 (Marketing 4.0: from Traditional to Digital, produced in co-authorship with Iwan Setiawan and Hermawan Kartajaya) is the transmedia content of communications and marketing. It is not enough to be present on the Internet providing quality content and relationships.
It is necessary to connect actions in more traditional marketing (offline) with actions in digital. Thus, with integrated actions, a multichannel experience is created, capable of reaching the consumer at their preferred point of contact.
Let's go step by step to implement Marketing 4.0:
• Don't shoot all over the place: select channels relevant to your business on social networks and make yourself present. Some brands benefit more from LinkedIn, while others will find more success on Instagram, for example.
• Create a search engine optimized site. It must be responsive to provide the best experience from any device and outperform competitors in search engines.
• Create a blog for the site and invest in the selection of guidelines that address your consumer's needs, as well as content that actually clears up doubts.
• Provide multiple communication channels in an Omnichannel experience. There are still those who prefer to talk on the phone, but technologies such as chat and chatbots can meet different consumer profiles and leverage service efficiency.
• Be interactive. It's not enough to post on social networks and on the blog, you need to be present and actually create a dialogue with your follower base and your customers.
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