Marketing 4.0: Moving from Traditional to Digital

Implications and Applications

• Philip Kotler's book «Marketing 4.0» offers practical approaches to integrating traditional and digital marketing, enabling companies to engage more effectively with customers in the modern world. For example, using social media and digital platforms to create more personalized and targeted marketing campaigns.
• The book emphasizes the importance of shifting focus from product-centric to customer-centric strategies, which in practice means developing strategies that consider customer needs and preferences at all stages of their interaction with the brand.
• One of the key aspects of the book is the concept of the «customer journey,» which helps marketers better understand and manage the customer experience at every stage of their interaction with the brand, from awareness to loyalty.
• The book also highlights the importance of collecting and analyzing customer data to make more informed marketing decisions, which in practice may include using analytical tools to track customer behavior and adapt marketing strategies in real-time.
• Philip Kotler discusses the role of content marketing and its significance in creating value for customers, which in practice can be realized through creating high-quality and relevant content that attracts and retains the target audience's attention.
• The book offers strategies for increasing customer engagement through omnichannel approaches, allowing companies to provide a seamless and consistent experience for customers regardless of the interaction channel.