Marketing 4.0: moving from traditional to digital
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2017]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | xix, 184 Seiten Diagramme |
| ISBN: | 9781119341208 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | CONTENTS
Acknowledgments xiii
Prologue: From Marketing 3.0 to Marketing 4,0 xv
About the Authors xix
FUNDAMENTAL TRENDS SHAPING
MARKETING
Power Shifts to the Connected Customers 3
From Excltisive to Inclusive 7
From Vertical to Horizontal 10
From Individual to Social 13
Summary: Horizontal, Inclusive, and Social 14
The Paradoxes of Marketing to Connected Customers 17
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
The Infltiential Digital Subctdtures 29
Youth: Acquiring the Mind Share 32
Women: Growing the Market Share 35
CONTENTS
Netizens: Expanding the Heart Share 37
Summary: Youth9 Women, and Netizens 40
Marketing 4.0 in the Digital Economy 43
Moving from Traditional to Digital Marketing 47
Integrating Traditional and Digital Marketing 52
Summary: Redefining Marketing in the
Digital Economy 53
NEW FRAMEWORKS FOR MARKETING
IN THE DIGITAL ECONOMY
The Neio Customer Path 57
Understanding How People Buy: From Four A’s
toFiveAys 60
Driving from Awareness to Advocacy: The O Zone (Ofi 66
Summary: Aware, Appeal, Ask, Act, and Advocate 69
Marketing Productivity Metrics 71
Introducing PAR and BAR 74
Decomposing PAR and BAR 75
Driving Up Productivity 80
Summary: Purchase Action Ratio and Brand Advocacy
Ratio 90
Industry Archetypes and Best Practices 91
Four Major Industry Archetypes 94
Four Marketing Best Practices 100
Summary: Learning from Different Industries 104
Contents
Part 11
8
9
10
11
TACTICAL MARKETING APPLICATIONS
IN THE DIGITAL ECONOMY
Human-Centric Marketing for Brand Attraction
Understanding Humans Using Digital Anthropology
Building the Six Attributes of Human-Centric Brands
Summary: When Brands Become Humans
Content Marketing for Brand Curiosity
Content Is the New Ad, #Hashtag Is the New Tagline
Step-by-Step Content Marketing
Summary: Creating Conversations with Content
Omnichannel Marketing for Brand Commitment
The Rise of Omnichannel Marketing
Step-by-Step Omnichannel Marketing
Summary: Integrating the Best of Online and Offline
Channels
Engagement Marketing for Brand Affinity
Enhancing Digital Experiences with Mobile Apps
Providing Solutions with Social CRM
Driving Desired Behavior with Gamification
Summary: Mobile Apps, Social CRM, and Gamification
Epilogue: Getting to VCOW!
What Is a “WOW’?
Enjoy, Experience, Engage: WOW!
Are You Ready to WOW?
107
110
113
118
119
121
124
134
137
139
145
149
151
153
156
160
165
167
167
168
169
Index
171
Since Marketing 3 inspired the world
to embrace and explore human-centric
marketing, pioneers in the field have
applied advanced technologies to open
new insights into who our customers are
and how they make decisions. The valuable
paradox of big data analytics is it can create
more personalized products and personal
services, and Marketing 4.0 maps out an
authoritative approach to taking customers
from awareness to advocacy.
For this highly anticipated guide, the father
of modern marketing Philip Kotler rejoins
thought leaders Hermawan Kartajaya and
I wan Setiawan from MarkPlus, Inc. to share
tangible ways marketers can influence
people on varied paths along the cus-
tomer journey. In fact, the traditional path
to purchase (aware, appeal, ask, and act)
is expanded to include advocate because
the opinions of our family and friends have
enormous impact on buying decisions —
and fully updated coverage walks you
through how it happens, the ways to
encourage it, and strategies for growing
one customized experience at a time
using powerful metrics and innovative
best practices.
Moving from a traditional to digital market-
ing mindset comes easy with the practical
advice and intuitive explanations you can
use and benefit from the very first day.
Chapter summaries highlight covered
topics to enable this guidebook to double
as an everyday reference, and reflection
questions jumpstart your personal discov-
ery as well as focus meeting discussions
when it comes time to bring the entire
organization onboard.
This peerless resource guide completely
prepares you to leap ahead of the curve
without any prior knowledge of analytics
or IT by enabling you to:
• Gain data-driven insight into the new
ways customers are spending and the
three driving subcultures: youth, women,
and netizens
• Examine firsthand examples of Marketing
4.0 boosting productivity by engaging
customers at every touchpoint along
their real-world paths through today’s
digital marketplace
• Redefine customer engagement in the
digital era, including human-centric
marketing, creating customer conver-
sations, and omnichannel strategies
Looking at marketing in an entirely new way
may seem overwhelming, but with the easy-
to-use framework in Marketing 4.0, you can
quickly get down to succeeding at what has
always mattered—customer impressions.
|
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| title_auth | Marketing 4.0 moving from traditional to digital |
| title_exact_search | Marketing 4.0 moving from traditional to digital |
| title_full | Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_fullStr | Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_full_unstemmed | Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_short | Marketing 4.0 |
| title_sort | marketing 4 0 moving from traditional to digital |
| title_sub | moving from traditional to digital |
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| topic_facet | Marketing Internet marketing Zukunft Online-Marketing Digitale Revolution Electronic Commerce |
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