Marketing 4.0 is horizontal and it focuses on social media
In horizontal marketing, which focuses on storytelling and relies on word of mouth among consumers, social media are more and more important.
From four P model to five A model
From the classic model of the four P (product, positioning, price and place), which is still valid but no longer exhaustive, we have in fact moved on to the model of the five A (aware, appeal, ask, act, and finally advocate).
The role of the social communities
Philip Kotler is clear in his latest book “Marketing. 4.0”. Facebook & Co has caused a three-hundred and sixty-degree revolution in the industry. Hashtags have now become the new slogans and the communities to which internet users belong, including urban subcultures, have turned into fertile ground where new potential customers can be acquired, maybe through telling a story.
However, this story has to be not only attractive and friendly, so that consumers talk to friends and relatives, but above all it has to be consistent with the values and business model of the company which wants to promote that product /service. The role of the content marketer, therefore, is to be a tireless storyteller, who posts – and adapts – stories on social media respecting the rules of the platform used.
The integration between the physical store and the e-commerce in the age of Covid
In the age of Covid, online purchases have grown exponentially throughout the world, including Italy, posing a new challenge: the integration between the physical store and the e-commerce of any brand. There are many solutions.
The mutlisensory marketing and its function
An example? Thanks to multisensory marketing, it will soon be possible to recreate the essence of a perfume by browsing the site of any perfumery chain. The same will happen with regard to makeup and wig, thanks to apps dedicated to make up, just to see what effect an eyeshadow or lipstick does on your face.
The bid data
New technologies will increasingly be at the service of customers even within the physical store. We are not only talking about the history of transactions, but also about the areas of the store which are most attractive to the customers. In fact, the volume of big data is very useful to formulate personalized offers according to the principles of one-to-one marketing. The same is already happing with tailored, predictive and patient-modeled medicine.
The “wow factor”
Last but not least, there is the after-sales, which with social media revolution can also be done by scaling, but not eliminating, the sales force. The agents should be motivated not only with incentives, but also with training paths to provoke in the potential customer what Kotler calls in his book “the wow factor”. That is, when a product launched on the market, even if not elected product of the year in its category, gets lucky with the individual customer, his/her relatives and his/her friends of the social media community.