Marketing 4.0 : moving from traditional to digital

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Since Marketing 3.0 inspired a shift towards human-centric marketing, pioneers have utilized advanced technologies to gain insights into customer behavior and decision-making. The paradox of big data analytics lies in its ability to foster more personalized products and services. Marketing 4.0 presents an authoritative framework for guiding customers from awareness to advocacy. In this essential guide, marketing expert Philip Kotler collaborates with thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to provide actionable strategies for influencing customers throughout their journey. The traditional path to purchase—awareness, appeal, ask, and act—is expanded to include advocacy, recognizing the significant impact of family and friends on buying decisions. The authors explore how to encourage advocacy and develop customized experiences using powerful metrics and innovative best practices. Transitioning from traditional to digital marketing is made accessible through practical advice and clear explanations. Chapter summaries serve as a quick reference, while reflection questions facilitate personal discovery and enhance organizational discussions. This guide aims to equip marketers with the tools they need to engage effectively with customers from day one.