Just as with all forms of communication in society, marketing is also constantly evolving. Philip Kotler, considered the father of marketing, recently introduced the concept of marketing 4.0.
But what is this and what are the changes compared to previous versions of marketing? In this article, you will find out what changes with the arrival of marketing 4.0. Check it out!
The predecessors of marketing 4.0
With the introduction of the concept of marketing 4.0, it is essential to understand what came before to understand the changes.
Marketing 1.0
In the beginning, the central idea was to produce and offer products to all consumers who wanted to buy them. Therefore, everything was much more basic compared to what exists on the market today.
Henry Ford, founder of the car manufacturer that bears his name, sums vp media email lists up this thought in a single, short sentence: “The customer can have the car in any color he wants, as long as it is black.”
Thus, just as in Fordism, marketing campaigns aimed to standardize products, optimizing processes to offer more affordable prices and sell large quantities. This means that marketing 1.0 focuses primarily on the product.
Marketing 2.0
Marketing 2.0 began in the information age. With easier access to information, consumers began to compare prices, products, brands and all aspects that helped them decide what to buy and how to consume it, in order to satisfy their desires and needs.
At this point, the focus has shifted to the customer themselves. As such, actions are directed towards winning over as many customers as possible, whether through a better product, a different way of communicating or simply a more affordable price.
It was during this phase that companies needed to segment their target audience , since products could no longer be sold en masse. In the consumer-focused era, brands began to invest in quality to satisfy increasingly specific audiences.
Marketing 3.0
Still very recent and linked to the latest changes in communication , marketing 3.0 now includes several other aspects. In addition to remaining focused on the consumer, it also connects to the aspirations and values of these individuals.
The goal of marketing 3.0 is to offer hope to the world's problems, taking the consumer experience to a new level. Companies start to differentiate themselves by presenting a mission, vision and values aimed at contributing to society.
This is the era of values-focused thinking, directly influenced by the forces of participation, the creative society and the paradox of globalization. The rise of social media, consumer behavior and cultural and environmental values have all had a strong influence on marketing strategies during this period.
The arrival of marketing 4.0
A natural extension of marketing 3.0, the new version of marketing strategies seeks to adapt products and services to the digital environment. Its objective is to provide consumers with all the necessary structure for each stage of the buyer's journey.
The constant connection of practically the entire consumer market to the internet, obtaining information at all times, has changed the way marketing is done. And not adapting to this new reality brings a complicated mismatch for any company.
This means that digital marketing has never been as important for brands as it is today. With this in mind, several actions can be taken, since there have never been as many options as in the digital age. Some of them are listed below.
Humanization of the brand
With greater ease in communication between brand and audience, the relationship should always be seen as horizontal. It is essential to think of the brand as a person, with feelings, challenges, desires and values.
Therefore, creating a persona that represents your own company is a great strategy for developing a better relationship with consumers. Several companies have been operating in this way for a few years now and are reaping the rewards.
