Marketing 4.0

Marketing has changed forever--this is what comes nextMarketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand--and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.* Discover the new rules of marketing* Stand out and create WOW moments* Build a loyal and vocal customer base* Learn who will shape the future of customer choiceEvery few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Acknowledgments xiiiPrologue: From Marketing 3.0 to Marketing 4.0 xvAbout the Authors xixPart I FUNDAMENTAL TRENDS SHAPING MARKETING1 Power Shifts to the Connected Customers 3From Exclusive to Inclusive 7From Vertical to Horizontal 10From Individual to Social 13Summary: Horizontal, Inclusive, and Social 142 The Paradoxes of Marketing to Connected Customers 17Breaking the Myths of Connectivity 20Summary: Marketing amid Paradoxes 283 The Influential Digital Subcultures 29Youth: Acquiring the Mind Share 32Women: Growing the Market Share 35Netizens: Expanding the Heart Share 37Summary: Youth, Women, and Netizens 404 Marketing 4.0 in the Digital Economy 43Moving from Traditional to Digital Marketing 47Integrating Traditional and Digital Marketing 52Summary: Redefining Marketing in theDigital Economy 53Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY5 The New Customer Path 57Understanding How People Buy: From Four A's to Five A's 60Driving from Awareness to Advocacy: The O Zone (O3) 66Summary: Aware, Appeal, Ask, Act, and Advocate 696 Marketing Productivity Metrics 71Introducing PAR and BAR 74Decomposing PAR and BAR 75Driving Up Productivity 80Summary: Purchase Action Ratio and Brand Advocacy Ratio 907 Industry Archetypes and Best Practices 91Four Major Industry Archetypes 94Four Marketing Best Practices 100Summary: Learning from Different Industries 104Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY8 Human-Centric Marketing for Brand Attraction 107Understanding Humans Using Digital Anthropology 110Building the Six Attributes of Human-Centric Brands 113Summary: When Brands Become Humans 1189 Content Marketing for Brand Curiosity 119Content Is the New Ad, #Hashtag Is the New Tagline 121Step-by-Step Content Marketing 124Summary: Creating Conversations with Content 13410 Omnichannel Marketing for Brand Commitment 137The Rise of Omnichannel Marketing 139Step-by-Step Omnichannel Marketing 145Summary: Integrating the Best of Online and Offline Channels 14911 Engagement Marketing for Brand Affinity 151Enhancing Digital Experiences with Mobile Apps 153Providing Solutions with Social CRM 156Driving Desired Behavior with Gamification 160Summary: Mobile Apps, Social CRM, and Gamification 165Epilogue: Getting to WOW! 167What Is a "WOW"? 167Enjoy, Experience, Engage: WOW! 168Are You Ready to WOW? 169Index 171