Marketing 4.0: Moving from Traditional to Digital

Marketing 4.0: Moving from Traditional to Digital......Page 1
Contents......Page 11
Acknowledgments......Page 15
Prologue: From Marketing 3.0 to Marketing 4.0......Page 17
About the Authors......Page 21
Part I: Fundamental Trends Shaping Marketing......Page 23
 Chapter 1: Power Shifts to the Connected Customers......Page 25
  From Exclusive to Inclusive......Page 29
  From Vertical to Horizontal......Page 32
  From Individual to Social......Page 35
  Summary: Horizontal, Inclusive, and Social......Page 36
 Chapter 2: The Paradoxes of Marketing to Connected Customers......Page 39
  Breaking the Myths of Connectivity......Page 42
   Paradox No. 1: Online Interaction versus Offline Interaction......Page 44
   Paradox No. 2: Informed Customer versus Distracted Customer......Page 47
   Paradox No. 3: Negative Advocacy versus Positive Advocacy......Page 48
  Summary: Marketing amid Paradoxes......Page 50
 Chapter 3: The Influential Digital Subcultures......Page 51
  Youth: Acquiring the Mind Share......Page 54
  Women: Growing the Market Share......Page 57
  Netizens: Expanding the Heart Share......Page 59
  Summary: Youth, Women, and Netizens......Page 62
 Chapter 4: Marketing 4.0 in the Digital Economy......Page 65
   From Segmentation and Targeting to Customer Community Confirmation......Page 69
   From Brand Positioning and Differentiation to Brand Clarification of Characters and Codes......Page 70
   From Selling the Four P\'s to Commercializing the Four C\'s......Page 71
   From Customer Service Processes to Collaborative Customer Care......Page 73
  Integrating Traditional and Digital Marketing......Page 74
  Summary: Redefining Marketing in the Digital Economy......Page 75
Part II: New Frameworks for Marketing in the Digital Economy......Page 77
 Chapter 5: The New Customer Path......Page 79
  Understanding How People Buy: From Four A\'s to Five A\'s......Page 82
  Driving From Awareness to Advocacy: The O Zone (O3)......Page 88
  Summary: Aware, Appeal, Ask, Act, and Advocate......Page 91
 Chapter 6: Marketing Productivity Metrics......Page 93
  Introducing PAR and BAR......Page 96
  Decomposing PAR and BAR......Page 97
  Driving Up Productivity......Page 102
   1: Increase Attraction......Page 103
   2: Optimize Curiosity......Page 105
   3: Increase Commitment......Page 107
   4: Increase Affinity......Page 109
  Summary: Purchase Action Ratio and Brand Advocacy Ratio......Page 112
 Chapter 7: Industry Archetypes and Best Practices......Page 113
   Pattern 1: Door Knob......Page 116
   Pattern 2: Goldfish......Page 118
   Pattern 3: Trumpet......Page 119
   Pattern 4: Funnel......Page 120
   Bow Tie: A Fifth Pattern......Page 121
  Four Marketing Best Practices......Page 122
  Summary: Learning From Different Industries......Page 126
Part III: Tactical Marketing Applications in the Digital Economy......Page 127
 Chapter 8: Human-Centric Marketing for Brand Attraction......Page 129
   Social Listening......Page 132
   Netnography......Page 133
   Emphatic Research......Page 134
  Building the Six Attributes of Human-Centric Brands......Page 135
   Intellectuality......Page 136
   Sociability......Page 137
   Personability......Page 138
   Morality......Page 139
  Summary: When Brands Become Humans......Page 140
 Chapter 9: Content Marketing for Brand Curiosity......Page 141
  Content Is the New Ad, #Hashtag Is the New Tagline......Page 143
  Step-By-Step Content Marketing......Page 146
   Step 1: Goal Setting......Page 147
   Step 2: Audience Mapping......Page 148
   Step 3: Content Ideation and Planning......Page 149
   Step 4: Content Creation......Page 151
   Step 5: Content Distribution......Page 152
   Step 7: Content Marketing Evaluation......Page 154
  Summary: Creating Conversations with Content......Page 156
 Chapter 10: Omnichannel Marketing for Brand Commitment......Page 159
  The Rise of Omnichannel Marketing......Page 161
   Trend 1: Focusing on Mobile Commerce in the ``Now´´ Economy......Page 162
   Trend 2: Bringing ``Webrooming´´ into Offline Channels......Page 163
   Trend 3: Bringing ``Showrooming´´ into Online Channels......Page 165
   Optimizing Omnichannel Experience with Big-Data Analytics......Page 166
   Step 1: Map All Possible Touchpoints and Channels across the Customer Path......Page 167
   Step 2: Identify the Most Critical Touchpoints and Channels......Page 169
  Summary: Integrating the Best of Online and OfflineChannels......Page 171
 Chapter 11: Engagement Marketing for Brand Affinity......Page 173
  Enhancing Digital Experiences With Mobile Apps......Page 175
   Step 2: Design the Key Functionalities and User Interface......Page 177
  Providing Solutions with Social CRM......Page 178
   Step 2: Develop and Empower Social CRM Agents......Page 181
  Driving Desired Behavior With Gamification......Page 182
   Step 1: Define Actions to Trigger......Page 185
   Step 2: Define Customer Enrollment and Tiering......Page 186
  Summary: Mobile Apps, Social CRM, and Gamification......Page 187
 What Is a \"WOW\"?......Page 189
 Enjoy, Experience, Engage: WOW!......Page 190
 Are You Ready to WOW?......Page 191
Index......Page 193
End User License Agreement......Page 207