We are living in an era that increasingly poses new challenges, but above all an era that poses great opportunities surrounding connectivity and digitalization, hand in hand with technologies such as the Internet of things, big data, cloud computing, artificial intelligence, 3D printing and robotics.
The reality of this new era is that the habits of consumers have changed and brands are now focusing on digital media for the design of their strategy, with an advertising impact that has grown exponentially.
We participate in a differential moment, in an increasingly interconnected world, with overinformation, in which “the culture of now” and personalization prevail. In this environment, marketing must go one step ahead of the consumer not only to ensure its success, but also its survival. The key is in the data.
All of this leads to what we call “Marketing 4.0” which defines how new technologies, together with social networks and digital marketing, are making companies changethe way they relate to customers, and almost instantly. The evolution of this discipline, which has gone from focusing on the product (marketing 1.0), to the consumer (marketing 2.0), then their emotions (marketing 3.0), and now, with the rise of marketing 4.0, brands need to be more human, transparent and coherent in order to relate to their clients as equals, show greater commitment and offer innovative products and services, more adapted to the real needs of each one.
Connectivity generates an increasingly transparent world, in which authenticity constitutes the most valuable asset of a company, which must also provide consistency in all its channels -an omnichannel, with unification in its objectives and strategies-. Big data and data science will be the new tools of competitive intelligence, more powerful than the traditional focus groups, in order to discover and anticipate the latest needs in the market.
This entaisl an evolution from a customer service to another of collaborative care, including active listening that reflects concern for the client, responds to their concerns and exceeds their expectations. To adapt to this new reality, you must combine the immediacy of online channels with the proximity of offline channels.
The ultimate goal of marketing 4.0 goes from capturing the attention of consumers to becoming fans of the brand. For this there are three types of influence: one’s own (consumer experience), that of others (close circle of friends and family) and the external one (coming from outside sources, initiated by the brands themselves), which are usually interconnected.
In short, marketing 4.0 must focus on the human being, must build authentic brands that behave as people, that are attractive and accessible, closer, with their strengths and weaknesses that the consumer can forgive them as long as they are sincere, they recognize failures, apologize and work to improve the experience of their customers. They must share the values of their community, become part of the lifestyle of their consumers, and that implies the understanding of the human being that facilitates digital anthropology at this time.
The unconventional tools seem to gain ground and marketing should help companies to achieve WOW moments, which will allow the commitment of the client and their defense of the brand.
Written by: Brintias Team