From “Marketing 4.0: Moving from Traditional to Digital” P. 46
In this transition and adaptation period to the digital economy, a new marketing approach is required to guide marketers in anticipating and leveraging the disruptive technologies. For the past six years, marketers have been asking for a sequel to Marketing 3.0: From Products to Customers to the Human Spirit. In the book, we talked about the major shift from product-driven marketing (1.0) to customer-centric marketing (2.0) to ultimately human-centric marketing (3.0).
We now want to introduce Marketing 4.0. Marketing 4.0 is a marketing approach that combines online and offline interactions between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset. Finally, Marketing 4.0 leverages machine-to-machine connectivity and artificial intelligence to improve marketing productivity while leveraging human-to-human connectivity to strengthen customer engagement.”