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Semelhante a Marketing 4.0 - Moving from Traditional to Digital
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Marketing 4.0 - Moving from Traditional to Digital
- 1. www.yestoadventuresph.wordpress.com/ 1 MOVING FROM TRADITIONAL TO DIGITAL MARKETING Mercy Caba Ateneo Graduate School of Business DIGIMA v86.6 Marketing 4.0 in the Digital Economy
- 2. www.yestoadventuresph.wordpress.com/ 1. Understanding Marketing 4.0 Outline: Moving from traditional to digital marketing 2. Four critical shifts from Traditional Marketing to Digital Marketing 3. Concept application: Yes to Adventures
- 3. www.yestoadventuresph.wordpress.com/ 1. Combines online and offline interaction between companies and customers 1. Why Marketing 4.0? Marketing 4.0 is an approach that… 2. Blends style with substance in building brands 3. Complements machine-to-machine connectivity with human-to- human touch
- 4. www.yestoadventuresph.wordpress.com/ 1. Understanding Marketing 4.0 2. Four critical shifts from Traditional Marketing to Digital Marketing 3. Concept application: Yes to Adventures Outline: Moving from traditional to digital marketing
- 5. www.yestoadventuresph.wordpress.com/ 2A. Why? Segmentation and Targeting to Customer Community Confirmation In traditional segmentation and targeting, potential customers have little to no input to the insight drawn from the marketers Customers are “targets” Companies
- 6. www.yestoadventuresph.wordpress.com/ 2A. Why? Segmentation and Targeting to Customer Community Confirmation Today, customers are connected through horizontal webs of communities Customer communities Companies Brands
- 7. www.yestoadventuresph.wordpress.com/ 2A. Why? Segmentation and Targeting to Customer Community Confirmation Companies and brands must ask for permission to engage with a community Customer communities Permission Marketing
- 8. www.yestoadventuresph.wordpress.com/ 2B. Why? Brand Positioning and Differentiation to Brand Clarification of Characters and Codes Brands should be dynamic and flexible in the messages that it delivers and the way they deliver it Wendy’s rebranded to maintain relevance with consumers Overall modern look Casual, wavy font Neat and clean icon
- 9. www.yestoadventuresph.wordpress.com/ 2B. Why? Changing Selling the Four P’s to Commercializing the Four C’s Companies set the 4Ps without direct feedback from customers. With 4Cs, there is: • More consumer participation • High likelihood of surviving in the digital economy
- 10. www.yestoadventuresph.wordpress.com/ 2D. Why? Customer Service Processes to Collaborative Customer Care Collaborative customer care puts more emphasis on listening and responding to customer’s unique needs and concerns. Unilever presents specific challenges to the public, encouraging individuals to submit responses for potential adoption by the company.
- 11. www.yestoadventuresph.wordpress.com/ 1. Understanding Marketing 4.0 2. Four critical shifts from Traditional Marketing to Digital Marketing 3. Concept application: Yes to Adventures Outline: Moving from traditional to digital marketing
- 12. www.yestoadventuresph.wordpress.com/ 3. Concept Application With the advent of technologies, outdoor enthusiast have access to wide range of information online. Sample Itineraries Online maps Transportation notes Danger? Misleading information Lack of preparation Online meetings
- 13. www.yestoadventuresph.wordpress.com/ 3. Concept Application As the leader of Yes to Adventures Outdoor Club, I can: 1. Join outdoor communities (permission marketing) to educate enthusiasts by conducting trainings and courses.
- 14. www.yestoadventuresph.wordpress.com/ 3. Concept Application As the leader of Yes to Adventures Outdoor Club, I can: 2. Maximize digital technologies in disseminating verified and reliable information
- 15. www.yestoadventuresph.wordpress.com/ 3. Concept Application As the leader of Yes to Adventures Outdoor Club, I can: 3. Conduct pre-climb meeting and forum to involve participants in the planning process (co-create)
- 16. www.yestoadventuresph.wordpress.com/ 1. Understanding Marketing 4.0 2. Four critical shifts from Traditional Marketing to Digital Marketing 3. Concept application: Yes to Adventures Summary: Moving from traditional to digital marketing
- 17. www.yestoadventuresph.wordpress.com/ 17 MOVING FROM TRADITIONAL TO DIGITAL MARKETING Mercy Caba Ateneo Graduate School of Business DIGIMA v86.6 Marketing 4.0 in the Digital Economy
Notas do Editor
- As digital technology continues to advance, individuals and communities alike change the way they engage with digital media, hence calling for a change with the marketing approach used by businesses. Good day, everyone. I am Mercy Caba, an MBA-Regis student at the Ateneo Graduate School of Business to discuss about Marketing 4.0 – Moving from Traditional to Digital Marketing.
- Today, I am going to discuss 3 key concepts. First is ___
- Marketing 4.0 emphasizes the importance of both online and offline engagements between sellers and buyers and authenticity in brands, in order to find a balance between devices with human contact to strengthen customer engagement.
- Let’s now move on to discuss the four critical shifts from:
- Communities are formed by customers on their own accord, which makes them more organic and immune to spamming and irrelevant advertising.
- If brands are to enter these communities, they need to fit it in not as a marketer or as a business – but as a friend with a genuine intention of understanding the customers’ needs and wants.
- The logo is streamlined by the removal of the “Old Fashioned Hamburgers” descriptor, changing the Western style dated letterform to a casual wavy font and giving Wendy a cleaner and bigger look. Craig Bahner, Chief Marketing Officer at Wendy's stated that: “Every brand evolves over time to maintain relevance with consumers. We're transforming our brand to signal a new dynamic company that's listening and responding to consumer needs.”
- The emergence of a new marketing mix, the 4Cs – Co-creation, Communal Activation, Currency, and Conversation – allows an increase in customer participation in the new digital economy.
- With operations in 190 countries and products used by over 2.5 billion people on a daily basis, Unilever has a massive pool of customers from which to source ideas and solutions to product development questions.
- Let’s now move on to concept application to YTA
- They could get Misleading information from untrusted sites/sources Possible Lack of physical preparation due to dependency on online information and latest tools & gadgets
- In summary, we have covered…
- Again, I am Mercy Caba and this is Marketing 4.0 – Moving from Traditional to Digital Marketing. Thank you.