How to apply Marketing 4.0 in industry

Marketing 4.0 is a term created by Philip Kotler, Iwan Setiawan and Hermawan Kartajaya, which attempts to explain contemporary consumer dynamics. The concept considers the relationship between people and marketing based on the intensification of the use of digital resources.

Understanding this context is essential for companies in all sectors to obtain good financial performance. This is because the social changes inherent to technological transformations have a profound impact on the market. It's inevitable: technology changes, people change and consumer behavior changes too.

With each key change in technologies related to communication and information, we also had a transformation in what was considered good practices in advertising and marketing. It happened with the emergence of the press, with the creation of television, with the spread of the internet…

It is certain that, with so many new communication resources emerging at all times today, changes in the profile of consumers would occur with proportional intensity.

Ultimately, if you want to keep up with such movement, you need to know the concept of marketing 4.0. So, continue reading and enjoy!

What is marketing 4.0?

In 2017, Philip Kotler, Iwan Setiawan and Hermawan Kartajaya wrote the book Marketing 4.0: From Traditional to Digital. In it, they discussed the fourth phase of marketing, which began especially with the insurgency of digital marketing.

In this way, the authors explain how marketing behaves based on the emergence of a culture of collaboration and sharing, as well as the intensification of online interactions and the popularization of content creation, among others.

For them, marketing 4.0 is a stage focused on human beings inserted in the digital era. Therefore, marketing strategies must take advantage of the intense connectivity and emergence of subcultures, common in our daily lives today.

As a result, there are new ways of connecting with consumers, through social networks, email, among other digital resources. Furthermore, it was at this stage that it became conducive to marketing's data orientation, or rather, the formulation of data drive marketing methodologies.

Later in the text, you will be able to see practical examples of the applications of Marketing 4.0 in brand and product promotion strategies, with a special focus on the industrial sector. This is because, mainly because it is quite traditional, it is common to imagine that digital and humanized marketing would not be relevant to this market. However, I can already say that it is, in fact, fundamental for this market. But first, let's delve a little deeper into Kotler's theory.

What is Philip Kotler's thinking?

The term marketing 4.0 was not born out of nowhere. It is, in fact, one of the revisions of the marketing concept developed by Philip Kotler. The university professor and global reference in marketing identified that marketing goes through phases that correspond to the logic of society in a given period.

According to him, marketing has already gone through four phases, and is about to enter the fifth. The first would be traditional marketing, focusing on the product. The second focuses on the consumer. Third in values. The fourth, as he saw throughout this text, is especially concerned with the digital market. Finally, the fifth phase will focus on human well-being.

Despite such a delimitation between the stages of marketing, the emergence of one does not cancel out the other. That is, as it evolves, marketing adds new characteristics to its concept, becoming more complex.

Therefore, marketing is still concerned with the product, but also with the consumer, with added values, with the digital environment and human well-being. There is no doubt that we will soon have another component.

Practical examples of marketing 4.0 in the industrial sector

Anyone who thinks that marketing 4.0 is a strategy restricted to B2C companies is mistaken. Faced with such complexity in all sectors of the market today, it is necessary to use the maximum available resources when carrying out marketing and sales actions, including in industry.

Therefore, check out some practical examples of the application of marketing 4.0 in contemporary industry below.

Social Media

Social networks have already established themselves as an important channel for promoting services and products, going beyond their original objective of connecting people. They have also become search platforms, where potential customers can search for your company to verify information and even attest to its reliability.

quality content

Even the most technical professionals consult information on the internet when they want to optimize their work, look for new suppliers, among others. Just imagine how your company would stand out in terms of reputation if you gave this professional the answers to your questions. Therefore, it is essential to invest in building a robust blog and website, with quality content.

customer experience

In marketing 4.0, there are 2 main focuses of attention: customers and digital. Therefore, it is necessary to invest in best digital practices to improve customer experiences with your company. This is exemplified in a responsive website, where customers obtain maximum information about your company, in addition to interactions on social networks, email marketing with strategic segmentations, among others.

Finally, I know it's a lot of information, especially when you're at the beginning of an industrial company's process towards digital logic. But don't worry, here on Beatz's blog you will find a wide variety of content that will answer all your questions on the subject. However, if you still have questions, we are here to help you! Contact us.