This new version represents the evolution of marketing, giving more importance to the consumer who actively participates in strengthening brands, through their interaction and the connection they establish through virtual environments.
In the digital age, the world of marketing is constantly evolving to adapt to changing market dynamics and consumer behavior. In this context, the concept of marketing 4.0 emerges, a trend that transcends traditional methods to take advantage of technology, constant interaction and personalization as part of its main approaches. Below, we detail everything related to the world of marketing 4.0, emphasizing some strategies that allow success in a competitive digital environment.
What is Marketing 4.0?
It represents an evolution in the approach to marketing that embraces the era of digitalization and connectivity. Unlike previous versions, marketing 4.0 focuses on multi-directional interaction and active consumer engagement . It is based on the fact that modern customers are more empowered and seek meaningful connections with brands, rather than simple transactions.
Seen from the perspective of Philip Kotler , one of the most influential representatives of marketing, Marketing 4.0 is a new paradigm that merges the digital age with traditional marketing strategies , as developed in his book Marketing 4.0: Moving from Traditional to Digital (2016). Kotler defines this new version of marketing as a methodology that emphasizes bidirectional interaction and the co-creation of value between brands and consumers.
This angle explains that today's customers are influenced by information and connectivity, which requires companies to adopt more personalized and consumer-focused cpa b2b list strategies to achieve an authentic and lasting connection. In this way, Marketing 4.0 emerges as a natural response to the digital and technological evolution that has transformed organizations and the way they interact with their customers.
The importance of Marketing 4.0 lies in the fact that it considers digital platforms and data analysis tools to be relevant, so that companies can respond to the individual needs of consumers more accurately, taking into account that the decision-making process is an interactive journey that covers various stages. Therefore, customers must be involved during this process, demonstrating loyalty and commitment.
Features of marketing 4.0
There are a number of characteristics that represent Marketing 4.0 as a revolutionary aspect, compared to traditional marketing strategies. These characteristics highlight adaptation to the digital age, personalization and deep interaction with consumers, as detailed below:
360° customer orientation. Marketing 4.0 puts the customer at the centre of all actions. It seeks to understand not only their needs and desires, but also their values, beliefs and behaviours. This in-depth knowledge allows for the creation of personalised strategies that emotionally impact consumers.
Enabling technology. Technology is the backbone of Marketing 4.0. From artificial intelligence and data analytics to marketing automation, technology tools make it possible to gather valuable consumer insights and use them to deliver exceptional and relevant experiences.
Interactive and personalized content. Instead of using push approaches, active consumer participation is encouraged through interactive and personalized content. In this way, individual customer preferences and actions are responded to, generating a deeper and longer-lasting connection.
Co-creation of value. Marketing 4.0 recognises that consumers are necessary co-creators of value. Companies therefore seek to involve consumers in the product and service development process, taking advantage of their ideas and feedback to improve and adapt their offerings to identified needs.