This ppt talks about how the basic principles of marketing are changing in the digital arena and how customers are looked at from a different perspective. The way brands used to communicate with their customers is changing and is becoming more personal with time.

1. Moving From Marketing
3.0 to Marketing 4.0
CH- 4 MARKETING 4.O, PHILIP KOTLER
Made by – Priyanka Gautam

2. Introduction
Marketing 3.0 – Human-centric Marketing
- The concept is that marketing changes and evolves like everything else in business and
technology. ... The new marketing is holistic and focuses on the consumer's, mind, soul,
emotions, and body.
Marketing 4.0 – Digital interaction alone is not sufficient
- A marketing approach that combines online & offline interaction between companies and
customers.
- Authenticity is the most valuable asset.
- Leverages machine-to-machine connectivity and artificial intelligence to improve marketing
productivity

3. Moving from Traditonal to Digital
Marketing
Segmentation & Targeting
Customer Community
Confirmation
Brand Positioning &
Differentiation Brand Clarification of
Characters and Codes
Selling the Four P’s Commercialising the
Four C’s
Customer Service Processes
Collaborative Customer Care
1
2
3
4

4. From Segmentation & Targeting to Customer Community Confirmation
Segmentation & Targeting
Homogenous groups
Targeting a preferred segment
Efficient resource allocation
Sharper postioning
Serve multiple segments with
differentiated offerings
Vertical Relationship between
brand and customer
Unilateral decisions made by
marketers
Customer Community
Confirmation
Customers are socially connected
Horizontal relationship between
brand and customer
Communities are the new segment
Communities are naturally formed
by customers
Immune to spaming & irrelevant
advertising
Reject company’s intrusion
Way Out?
Permission Marketing

5. Brand Positioning &
Differentiation
A set of
images
• Name
• Logo
•Tagline
Representati
on of overall
customer
experience
A platform
for
company
strategy
From Brand Positioning & Differentiation To Brand Clarification of Characters and Codes
Distinguishing competitors
Brand
Positioning
→ Battle for the customer’s mind
→ Authentic set of differentiation to
support positioning
→ Exhibit True Brand Integrity
→ Consistent brand identity
communication
Clarification of Characters
and Codes
Transparen
cy
No longer
fake
promises
Customer
can
evaluate/scru
tinise brand’s
positioning
promise
Way Out?
Consistent brand characters & codes
The core of the brand remains true
The outer imagery can be flexible

6. From Selling 4 P’s To Commercialising the 4 C’s
Co-Creation Currency Communal
Activation
Conversion 4 C’s
Product Price Place Promotion 4 P’s
Company
Controlled
Cost, competition,
customer value
based
Distribution
Decision
What to offer How to offer
Advertising, public
relations, and sales
promotion
Optimally Designed
Marketing Mix to attract
customers
New Product Development
Strategy
Dynamic Pricing in
place of standardised
Involving customers –
improved success rate,
personalised products,
superior value proposition
Unique pricing for
each customer based
on data analytics
Peer-to-peer
distribution
Price similar to currency
for it fluctuates with
demand
Customers Demand
Instant access to
products and services
Both customers and
companies can
interact with the
each other
Increased customer
participation
Transparent
commercialisation
Way Out?
A need for changing selling techniques

7. Customer Service
Processes
From Customer Service Processes To Collaborative Customer Care
Collaborative
Customer Care
Customers as targets
Customers considered kings
Strict guidelines & standard operation
procedures
Service personnel responsible for specific
roles
Customers as equals
Companies demonstrates genuine concern – listening,
responding, & consistently following through
Companies invite customers to participate in the
process – using self-service facilities

8. Integrating Traditional and Digital
Marketing

9. Thank You