In part 5 of the book of Kotler MARKETING 4.0, he discussed about the new environment of business in the new internet market 4.0 in terms of the increase of MOBILITY & CONNECTIVITY. National economies of the world will relatively go with the speed and flow of this new business mobility and connectivity. In the new customer path, he highlighted 5 points that are deemed important and relevant in any size of business organization in the frontier of the digital revolution. Aware, Appeal, Ask, & Advocate. ( Figure 6.4-6.5 p. 51) These four aspects of marketing in the digital revolution involves the mobility and connectivity of business communication inside the internet. In terms of awareness, since the form of business communication between the organization and the customers are now horizontal in the internet noting the concept that customer online can refer in many platforms of blogs and social media conversation forums that customers today can also ask other customer online comparing and contrasting a specific product. Thus, business organizations specifically the marketing department and the production and engineering department must give more concern on the customer service flow of information. With MARKETING 4.0 awareness of customers are more horizontal that not only they can refer about the organization’s product but moreover to the logistic transit status of the given merchandise ordered. Take for example, the delicate perishable goods like food and medicine that the logistical packaging and shipment technology must be well monitored connecting that data flow of information to the marketing department can also share the information dashboard of the logistics department to relay the message to the marketing and customer service department for a real time information interaction with customer in their ERP & CRM respective accounts.
In chapter 7 of the book Kotler further segmented the industry by mapping in different “Archetypes” 1st we have the “Door Knob” type that defines that customers have prior expectations and preferences, have low attachments to brands and as an industry perspective it possesses an aggressive branding and marketing communication and many competing brands. 2nd is the “Goldfish” in which the characteristic of this model is having a “high curiosity” level. This concept will relate to the B2B businesses that requires vivid scientific and technological inquiry. The buying behavior is very long that good decision making from the customer’s perspective is required that to some B2B purchasing they require professionals specific to the department operations that can expertly choose the best product to purchase with a lesser cost in the after-service operations. This concept will apply to the industrial high technological purchasing that one business enterprise must sign a business contract with the supplier for a longer period of time that the high technological after service will be catered by the seller. A good example of this case is the Airbus Company and their Airline customers around the world. The 3rd is the “Trumpet” type that translate the market selling behavior of lifestyle behavior and the infinity act of buying behavior.
Loyal customers in high end products will be in this segment as well
that “brand advocate” will always resonate the product specifications and the
company as a whole in their respective community. Trust and loyalty of customers in this third
type will address the definition of this trumpet type of marketing. Its
characteristics will adhere to the concepts of high involvement in purchasing
decisions, confidence in brand quality, reputable image from quality
association, and strong influence from word of mouth. The 4th and the last is the
“Funnel” type that translate to the high involvement of customer in the buying
process. This is also common in the
marketing approach of the many consumer goods in this internet era. Choices of colors and designs are dominantly
customized now a days using the VR & AR online selling approach. The cravings of customers in controlling their
buying behavior are in this segment of funnel type according to Kotler. Indeed, the characteristics such as, planned
purchased, real experience purchasing through VR & AR, Comparing brands,
and customer impact of the brand based from customer experience is based from
this type of industry and marketing. (Figure 7.1 p. 60)
The improvement and success of the modern industries today in terms of marketing 4.0 reflects on who the overall enterprise reacts to the movement of the consumer communication process and understanding given the determinants of the new business communication infrastructure of marketing 4.0 business communications technology along the supply chain. In part 3 chapter 8 of the book, Kotler further emphasize the theoretical marketing concepts and tactical marketing applications in the digital economy. Though the marketing concepts are the same but the marketing arena and playground is already in the virtual or digital world that marketing tactics in the cyber world will be a discomfort to some marketing professionals. Thus, specific academic studies such as Social Media Marketing, SEO Marketing, & even Facebook marketing and Twitter Marketing are part of the academic marketing studies now a days knowing that various platforms and avenues of communities in the internet are now under the cyber culture in the cyber world. Thus, in chapter 8 Kotler emphasize the importance of DIGITAL ANTHROPOLOGY. I am also interested in this field of study in computing since cyber culture became a new world of the mind. DIGITAL ANTHROPOLOGY studies the human behavior and interaction in the internet in many different ways.
Our social media interaction is one of the many platforms that DIGITAL ANTHROPOLOGY can get raw data for analysis by the DIGITAL SCIENTIST used probably in the AI program in the future. As our existence in the internet are reflected already in the organic world, DIGITAL ARCHEOLOGIST is starting to get raw data for research and development for CYBER RESEARCH STUDIES just like how the old Scientist and Archeologist study the artifacts and civilization in Africa or in Egypt. This chapter 8 narrative of Kotler started to introduce the next book of “Marketing 5.0 Technology of Humanity” Archeology and Sociology are both faculty of sciences that studies the behavior of people and habitat in a given geopolitical region for example. Thus, when DIGITAL ARCHEOLOGIST is starting to emerge as a new segment of science in the cyber world it means that humanity is starting to populate the cyber world or what we call today the CYBER MIGRATION. Since CYBER MIGRATION is the NEW WORLD, the next book of Kotler “Marketing 5.0 Technology of Humanity” will coexist in the NEW WORLD ECONOMY. Economy means not only the business side of the CYBER CIVILIZATION but also the HUMAN CYBER NEEDS will change maybe reflecting from the basic hierarchy of needs of Maslow. In chapter 9-11 the narrative of Kotler further expresses the importance of data interpretation and AI collaborative marketing decision making with humans. In these chapters we can conceptualize the various data mining and analysis of marketing science in the NEW WORLD ECONOMY. Connecting these data driven and real time interaction in the internet will allow the emergence of MACHINE LEARNING leading to A.I. AND ROBOTICS participation in human economic society. The concept of NETNOGRAPHY By: Robert Kozinets will further reveal the emergence of online or internet communities.
The social group that we can observe now in different platforms in social media will show the behavior of personality of a given person or group of people. For example, some people love to use twitter social interaction than facebook or rather some they love to share their short video clips in tiktok. These different platforms of social interaction in the internet will show the emergence of online community ready for DATA ANALYSIS and A.I. Machine Learning. On the contrary, the market research of business organizations along the supply chain will achieve a more accurate interpretation and faster completion. A lot of research groups in the international market today are enjoying the benefit of internet data archeology mining to get the consumer behavior of all the stakeholders of a given organization. The overall supply chain operation research communications will achieve a more real time data mining and interpretation. All the concepts above are the building blocks of the Marketing 5.0 of Kotler’s published books. Kotler further emphasize the 6 attributes that will be achieved in the new marketing DIGITAL ANTHROPOLOGY STUDIES. The Human-Centric Attributes towards the brand from the perspective of the customer defines 6 important areas. 1st is the physicality or the physical attraction of the brand based from the icons presented by the business. 2nd the Intellectuality that refers to the people who are representing the brand in educating the customers. In this 2nd attribute, this will affect greatly to high technology products specifically the B2B high technology products used in the machines for the operations inside the production line. Technical education of the given Human Resource operating to the specific machine in the industry needs to be specific and comprehensive given the fact that these high technology machines in the industries are used for high value materials. To some companies they call it THE SPECIALIST to solely work on the specific job that no one can accurately execute.
Thus, higher education is needed for these
specialists to function well in their job specifications. The 3rd attribute is sociability
were in this attribute, the organic socialization of the marketing department
representing the organization is not only the physical interface of the
organization and the buyer but rather the interface of buyer and the
organization using the computer internet interface through the different
platform offered in the modern supply chain program. Moreover, well financed conglomerates have
the financial capital to acquire more secured and versatile internet service
like Microsoft, CISCO, & Sun Micro System.
As a whole, sociability in trade and logistics are all in the internet
interface. The 4th is the Personability, this refers to companies
who are strong in personality and have self-awareness that to accept criticism
from customers specifically the B2B high technology products specific skills
and professional expertise are needed to be applied in a continues evaluation
of the quality of the operations inside the supply chain. The 5th is the characteristic of
Morality that refers to strong integrity that will relate to the ethical
values, mission, and vision of the organization. The technical operation quality assurance of
the day to day operation of the company must relate to the intangible ethical
values, mission, and vision of the organization. For example, big conglomerates who are
operating around the world are committed to adhere to the trending advocacies
towards global warming and climate change.
Thus, operations and high technology machines are the first to be
upgrade from diesel oil energy towards electric or hydrogen based energy.
Brand advertising on the other note will become more
horizontal in a sense that inside the internet and social media communication
interaction one customer may refer the desired product for online reference
using the hashtag search technique. This
ad tagline technique will make your search richer in just a few clicks. B2B or
B2C marketing brand search for information are so effective not
only to customers but also to the company, specifically the marketing
department who wants to achieve a more effective business marketing
communication towards the customer’s after sale service. The various steps of content marketing in
the internet and the various social media platform are generally divided into 8
parts (Figure 9.1) Goal setting, Audience Mapping, Content ideation &
Planning, Content creation, Content Distribution, Content Amplification,
content marketing evaluation, & content marketing improvement.
In chapter 10 the author discussed the new channels of
communications in marketing and online selling.
Ominichannel marketing refers to the practice of integrating multiple
channels to create a seamless and consistent customer experience. Different companies create their own ERP and
CRM software system to cater the customers according to the structure of their
supply chain from raw resources to production and the CRM system. On the
contrary, SME companies can utilize the online B2B or B2C platform e-market
like Alibaba, amazon, Lazada and many more specific websites offering specific
products to specific customers. With
this concept in the internet marketing of today, the horizontal kind of marketing socialization in the
internet is unique given the new online community created by the global
association of customers across the web discussing the different issues of a
given product for example. These customer behavior in the internet will create
multiple channels of customers that will a “Customer Block” that later the
knowledge acquired by this block will form a chain of data in another area of
the globe. Blockchain concept of
knowledge acquisition in the internet today is a new way of gathering raw data
knowledge from the customers that later the company can use the data for
MACHINE LEARNING and AI program of the company CRM discussed more in chapter
11.
In chapter 11 of the text, Kotler further discussed the importance of harnessing the power of mobile apps, that will lead to the program of Social CRM and Gamification. The ultimate communication engineering of marketing 5.0 is to gather the customer behavior across the supply chain using the concept of mobile application marketing strategy. In this way modern CRM will create the new blocks of consumer segments inside the web through a detailed conceptual data display analysis in the marketing dashboard. This real time control of data in the marketing 4.0 and the later a more dependent practice in marketing 5.0 will create the blockchain customer data technology that will revolutionize the fastest marketing technology since the history of economics and business. As a matter of fact a lot of research topics focusing in 4.0 and 5.0 marketing are being hypothesized by researchers according to the Pew Research Center. Many companies like Toyota and Walgreens are using their own apps to acquire the real customer relations management data from the customer’s smartphones will interact immediately to the customer service of the company. The functions of the app for example will be segmented into sections like the financial services where customers can pay their monthly mortgages online directly to the companies account.
Many car companies offer the latest technical services like BMW car company that in their smartphone applications they can remotely lock and unlock their BMW car. Sounds the James Bond movie already, but as cars today are more connected to the internet knowing that electric cars are all automated and centralized in car communication management in operating the car like an airplane that can be operated remotely in the smartphone. Kotler further emphasized some steps to think about the back-end supports that are required to make the user experience comfortable. Note that by operating these new internet technologies integrated in products like cars needs a lot of learning curve for the consumers that to simplify this customer usage, the marketing department needs a lot of thorough preparation in educating the modern consumer of today.
Theoretical steps
given by Kotler to analyze carefully the customer data must have the correct
data input data gathering. Step 1:
Determine the use cases, the example case that Kotler gave in this section is
how L’ Oreal cosmetics impart the product real imagination of customers online
knowing that in choosing online the customers cannot test their cosmetics in
terms of touch. And the last is step 2 that in the present customer service
protocols today requires customer to enroll and tie customer’s data information
in the company’s data base ready for B2C or B2B enterprise resource planning
and management. Through this system
business enterprise today can grasp the movement and activities of all the
customers in terms of the product satisfaction translated in statistical and
financial presentation. In the next book
“Marketing 5.0 Technology for Humanity” Kotler emphasize the integration of
computing in humanity. In this sense
computing can calculate in real time the humans mobilities in any aspect. Take for example our smart watches today can
monitor our physical activities the whole day translated into numerical
presentation all in our phone applications.
This integration book will further discuss the importance of VR in
marketing and the financial market. Most
our general customers of today are in 4.0 that going to 5.0 needs more
involvement of science and technology in terms of the modern marketing
communication across the supply chain.
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