Marketing 4.0: From Traditional to Digital

[mdabuhasan]

The essence of Marketing 4.0 is to recognize the new roles of traditional and digital marketing. To do this, let's start with an anecdote.

Once upon a time...
One of the first lessons of the course in Marketing and Digital Communication of 24oreBS that we are attending hosted Gaetano De Marco , Executive Strategy Director of Caffeina . His lecture began more or less like this:

“Each of you tell me why you are here today”

All the students explained their professional and personal motivations. The main motivation was that they wanted to explore the topics related to Digital Marketing.

At the end of the speeches, Gaetano apologized to us, telling us:

“ Digital Marketing no longer exists, only Marketing exists ”

From traditional to digital
What does this sentence mean? For this, Kotler, buy phone number list our guru, can help us. A few years ago he wrote a book entitled Marketing 4.0 . The book theorizes an approach that combines the interaction between customer and company both offline and online .

So the separation is not as clear as it seems in our minds. Surely there are specific skills but in reality we cannot ignore knowing and respecting the rules of the game that apply to all channels of interaction between company and customer.

But let's get back to Kotler.

According to the guru, there are three basics of marketing:

Segmentation : practice that consists of dividing the market into homogeneous groups on the basis of socio-demographic and behavioral variables
Targeting : selection of one or more segments to which the brand wants to refer based on the affinity between the attributes of the product/service offered and the characteristics of the chosen target
Positioning : the battle to gain a place in the customer's mind. To do this, the brand must have a positioning that is consistent with the promise made to its customers
These three pillars are always valid but are being overturned by the advent of digital channels .

In practice, today, unlike some time ago, people have access to a lot of information and are increasingly connected to each other . This phenomenon leads to a greater ability to compare but also to a strong dependence on the opinions of others (the so-called word of mouth ). All of this is complicated by the low attention span and the reduced reaction to stimuli .