This document discusses the shift from traditional to digital marketing. It outlines how Marketing 4.0 combines online and offline interactions between companies and customers. It also describes four critical shifts needed: from segmentation/targeting to customer community confirmation, brand positioning/differentiation to brand character clarification, selling the 4Ps to commercializing the 4Cs, and customer service to collaborative customer care. As an example, a leader of an outdoor club can engage customer communities, disseminate reliable digital information, and involve participants in planning through online meetings to safely guide enthusiasts in the digital age.
3. www.yestoadventuresph.wordpress.com/
1. Combines online and offline interaction
between companies and customers
1. Why Marketing 4.0?
Marketing 4.0 is an approach that…
2. Blends style with substance in building brands
3. Complements machine-to-machine
connectivity with human-to-
human touch
5. www.yestoadventuresph.wordpress.com/
2A. Why? Segmentation and Targeting to Customer
Community Confirmation
In traditional segmentation and targeting,
potential customers have little to no input to
the insight drawn from the marketers
Customers are
“targets”
Companies
8. www.yestoadventuresph.wordpress.com/
2B. Why? Brand Positioning and Differentiation to Brand
Clarification of Characters and Codes
Brands should be dynamic and flexible in the
messages that it delivers and the way they
deliver it
Wendy’s rebranded to maintain relevance with consumers
Overall modern look
Casual, wavy font
Neat and
clean icon
9. www.yestoadventuresph.wordpress.com/
2B. Why? Changing Selling the Four P’s to Commercializing
the Four C’s
Companies set the 4Ps without direct
feedback from customers. With 4Cs, there is:
• More consumer
participation
• High likelihood of
surviving in the
digital economy
10. www.yestoadventuresph.wordpress.com/
2D. Why? Customer Service Processes to Collaborative
Customer Care
Collaborative customer care puts more
emphasis on listening and responding to
customer’s unique needs and concerns.
Unilever presents specific challenges to the public, encouraging
individuals to submit responses for potential adoption by the company.
12. www.yestoadventuresph.wordpress.com/
3. Concept Application
With the advent of technologies, outdoor
enthusiast have access to wide range of
information online.
Sample Itineraries
Online maps
Transportation
notes
Danger?
Misleading information
Lack of preparation
Online meetings
As digital technology continues to advance, individuals and communities alike change the way they engage with digital media, hence calling for a change with the marketing approach used by businesses.
Good day, everyone. I am Mercy Caba, an MBA-Regis student at the Ateneo Graduate School of Business to discuss about Marketing 4.0 – Moving from Traditional to Digital Marketing.
Today, I am going to discuss 3 key concepts. First is ___
Marketing 4.0 emphasizes the importance of both online and offline engagements between sellers and buyers and authenticity in brands, in order to find a balance between devices with human contact to strengthen customer engagement.
Let’s now move on to discuss the four critical shifts from:
Communities are formed by customers on their own accord, which makes them more organic and immune to spamming and irrelevant advertising.
If brands are to enter these communities, they need to fit it in not as a marketer or as a business – but as a friend with a genuine intention of understanding the customers’ needs and wants.
The logo is streamlined by the removal of the “Old Fashioned Hamburgers” descriptor, changing the Western style dated letterform to a casual wavy font and giving Wendy a cleaner and bigger look.
Craig Bahner, Chief Marketing Officer at Wendy's stated that: “Every brand evolves over time to maintain relevance with consumers. We're transforming our brand to signal a new dynamic company that's listening and responding to consumer needs.”
The emergence of a new marketing mix, the 4Cs – Co-creation, Communal Activation, Currency, and Conversation – allows an increase in customer participation in the new digital economy.
With operations in 190 countries and products used by over 2.5 billion people on a daily basis, Unilever has a massive pool of customers from which to source ideas and solutions to product development questions.
Let’s now move on to concept application to YTA
They could get Misleading information from untrusted sites/sources
Possible Lack of physical preparation due to dependency on online information and latest tools & gadgets
In summary, we have covered…
Again, I am Mercy Caba and this is Marketing 4.0 – Moving from Traditional to Digital Marketing. Thank you.