Marketing 5.0: Technology to Meet Customer Needs

In April 2021 Kotler, Kartajaya and Setiawan will release the book Marketing 5.0: Technology for Humanity.

In Marketing 4.0: Moving from Traditional to Digital, the authors approached extended Marketing 3.0, i.e., an “expansion of human-centered marketing to cover every aspect of the customer journey.” 

In Marketing 5.0 Kotler, Kartajaya and Setiawan are set to explain how marketers can use technology, in particular artificial intelligence, to meet customer needs and make a difference in the world.

Our era is challenging marketers to face the digital transformation of business and changing customer behavior, with an ever-growing number of points of sale with no human presence, and artificial intelligence in the virtual environment and services. This book will present a way to integrate technological evolution and the business model with the significant transformations in consumer behavior that have occurred, especially in the last decade.

Following the pattern established in their bestselling Marketing x.0 series, the authors will consider the topics needed to understand modern marketing, including:

  • Artificial Intelligence for marketing automation
  • Agile marketing
  • Segmented marketing
  • Contextual technology
  • Facial and voice recognition technologies for marketing
  • The Future of Customer Experience (CX)
  • Transmedia storytelling
  • The delivery of “Anything-Anywhere-Always” service
  • The “Everything is service” business model
  • Internet of Things and blockchain for marketing
  • Virtual and augmented reality marketing
  • Corporate activism

Marketing 5.0 promises to reinvigorate the field of marketing with actionable recommendations and unique insights.

If on the one hand the Covid-19 pandemic has led to significant transformations in digital marketing, on the other hand it has reinforced the relevance of Marketing 5.0. The pandemic will at some point be controlled. However, it is important that entrepreneurs keep in mind that the environmental and market changes caused by the virus have configured what some call “a new normal.” The world B.C. (“Before Corona”) is not coming back, and to not adapt to the new challenges will mean being superseded, so it is important to be aware of the values that your company transmits via its products, services and brand. Consumers will certainly be on the lookout.

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