Pan-Pacific Conference XXXIV. Designing New Business Models in Developing Economies

spiritual
Interactions with
consumers
One-to-many transaction
Source: Kotler, Kartajaya & Setiawan (2017).
Marketing 4.0
To recognize the rapidly and dynamically changing
technological forces which resulted in ever more
new marketing approaches and methods, Kotler,
Kartajaya and Setiawan (2017) has recently
published a book, Marketing 4.0 to capture as much
of these, such as from the angle of a customer’s
complete journey.
Technology continues to play an important role
today but at the same time customers are becoming
more human. Machine-to-machine (M2M)
marketing tools are becoming more powerful if a
company can utilize them to deliver human-tohuman
(H2H) interactions. In this transition and
adaptation period in the digital economy, a new
marketing approach is required to guide marketers
in anticipating and leveraging on the disruptive
technologies while maintaining the human-centric
approach of Marketing 3.0. This is termed
Marketing 4.0.
The differences between Marketing 3.0 and
Marketing 4.0 is looking into how and what new
marketing philosophy and practices can be adopted
and their implications.
According to Kotler, Kartajaya and Setiawan
(2017), Marketing 4.0 is a natural outgrowth of
Marketing 3.0 with the major premise that
marketing should adapt to the changing nature of
the customer path from awareness to advocacy in
the new digital economy. In essence, Marketing 4.0
describes a deepening and a broadening of humancentric
marketing to cover various aspects of the
customer’s journey. These relate to: Human-centric
marketing for brand attractions; Content marketing
for brand-curiosity; Omni-channel marketing for
brand improvement and Engagement marketing for
brand affinity.
Marketing 5..0, 6.0, 7.0……?
Given dynamic advances in technology in areas
such as the mobile internet, automation of
knowledge work, internet of things, cloud, advanced
robotics etc, will
One-to-one relationship
Many-to-many
collaboration
having capabilities to anticipate and take care of the
functional, emotion and spiritual needs of human
beings or even take over total control of homo
sapiens? It will be hard to believe nor more difficult
to accept such a scenario but who knows that one
day, this may become reality or near-reality?
Conclusion
The rapid and dynamic changes in the world,
especially in a digital context where people are
better and more deeply connected, exert a profound
impact on companies and their competitors and
customers. From an ex-ante and ex-post
perspective, marketing has significantly evolved
from the product-orientation to the sellingorientation
to the marketing-orientation to the
marketing orientation and to the human-centric
marketing orientation in the “Now” economy. In
order not just to survive but to be sustainably
successful, all organizations need to move from the
exclusive to the inclusive; the vertical to the
horizontal; and from the individual to the social.
The possibility may exist that one day human
marketing activities may not be needed, when
machines may take over all the roles and functions.
REFERENCES
[1] Philip Kotler, Hermawan Kartajaya and
Iwan Setiawan, Marketing 4.0, Wiley,
2017
[2] Philip Kotler, Hermawan Kartajaya and
Hooi Den Huan, Marketing for
Competitiveness, World Scientific, 2017
[3] Dawar, N. (2013). “When Marketing is
Strategy”, Harvard Business Review,
December 2013.
[4] Levitt, T. (1960). “Marketing Myopia”,
Harvard Business Review, July-August
1960.
the day come, when machines can fully or almost
fully replace human marketing activities including
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