Marketing 4.0 Chapter 4 - Digima Class

1. MARKETING 4.0 IN THE
DIGITAL ECONOMY
ENZO YU

2. MOVING FROM TRADITIONAL TO DIGITAL
1. Customer Community vs. Segmentation and Targeting.
How many times have you heard your marketing
department say:
• What’s the user segmentation?
• Who’s your target market?
• How do you position against that target market?
• Imagine that you are that “target market”. Doesn’t it feel
a bit invasive? Does it get you saying “who are these
marketers saying that I am the target market?”
vs.

3. MOVING FROM TRADITIONAL TO DIGITAL
1. Customer Community vs. Segmentation and Targeting. - what if I approach you
like:
• Hey, I saw you were a part of the “Manila Surf Group” would you like to follow our
resort? – doesn’t this sound better?
• You were the one to naturally select the group or “community” you joined
• You were asked permission vs. having an invasive communication

4. MOVING FROM TRADITIONAL TO DIGITAL
2. Brand Clarification of Character and Codes vs. Brand Positioning
and Differentiation
• Everytime you go to google, isn’t the logo different? Here are the top
10 google logos https://pixellogo.com/blogs/pixellogo-blog/top-10-
best-google-doodles-and-google-logos
• Doesn’t this go against the base marketing principle of marketing
where in you have a singular brand? Think P&G – the logo will always
be the same
• Think as well of Grab. No matter which type of Grab it is, you’ll always
think that it’s still under the Grab program regardless
What this is saying is, a brand at this point must be dynamic enough to
behave a certain way in certain situations. What should remain consistent
though it the character of the brand. Keep it solid yet flexible

5. MOVING FROM TRADITIONAL TO DIGITAL
3. The 4 C’s vs Selling the Four P’s
• Product, price, place, and promotion – this is the traditional marketing tool kit. Know
your product, create a pricing, know which channel to place this to and retain loyalty.
THIS IS CHANGING.
• People now like ownership on a product. In lean startup it mentions that instead of
having an internal process to improve a product ALWAYS keep the end users involved.
The more custom to them the product it, the more they embrace it – this is the C of
Co-Creation
• Ever tried visiting the Cebu Pacific website where in rates change from time to time.
Pricing at this point is more dynamic based on the demand – the more queries a
certain route gets, the more expensive it is. User demand identifies price – C of
Currency

6. MOVING FROM TRADITIONAL TO DIGITAL
• Airbnb which is one of the largest hotel/condo rental in the world does not own
property. It is a sharing community where actual members make the actual product
offering. In a very connected world, customers demand access to products and
services almost instantly which cannot be served without material spending before but
now since peers are actually helping supply the service, it’s possible – this C is
Communal Activation
• If you visit trip advisor, you’ll see that the commercialization is actually coming from
other customers and their brand evaluation. People actually engage in conversation
about the brand and this makes or breaks different companies– this C is Conversation

7. MOVING FROM TRADITIONAL TO DIGITAL
4. Collaborative Customer Care to Customer
Service Process
• Customer is not always king but the company
will listen, respond, and follow-through. One
word to summarize this is Collaboration
• How many times have you used the self-
service customer service for Globe or Smart?
Regardless of personal bias, it is still evident
that these companies listen and try to
collaborate with you to solve the issue

8. KEY THINGS TO NOTE
• Digital Marketing is not meant to replace traditional
marketing – the 2 should co-exist
• In the early stage of interaction between companies and
customers, trad marketing plays a major role in building
awareness and interest
• Digital marketing kicks in when companies want to drive
action and advocacy due to it’s “easy info
dissemination”
• Digital marketing is more accountable thank traditional
marketing which means it could drive better results
while traditional is still the medium for initiating
customer interaction