Marketing 4.0 Book

Syllabus

403 MKT: Marketing 4.0

Unit 1

Introduction to Marketing 4.0

Power Shifts to the Connected Customers, Shift from Exclusive to Inclusive, Social Communities, Reverse Innovation, Frugality Change in Focus From Vertical to Horizontal, Transition from Individual to Social Approach, Online Go-to-Market Option-Factor (Friends, Families, Facebook, Fans, Twitter Followers)

The Paradoxes of Marketing to Connected Customers 

Breaking the Myths of Connectivity - Connectivity as a Game Changer, Lowering Entry Barriers, Disruption, Collaboration, co Creation, Informed Customers vs Distracted Customers, Brand Conversion, Negative Advocacy vs Positive Advocacy, Prompted Advocacy

The Influential Digital Subcultures 

Youth: Acquiring the Mind Share, Fast Changing Pop Culture, Youth as a Primary Market, Early Adopters, Women: Growing the Market Share, Women’s Role in Decision-Making, Researched Decision Process, Women’s Role as a Gatekeeper, Netizens: Expanding the Heart Share, Well Informed, Smart and High Influence of Netizens.    [8+2]

Unit 2

Marketing 4.0 in the Digital Economy

Moving from Traditional to Digital Marketing, Integrating Traditional and Digital Marketing, Technologies that Drive Digital Economy, Digitally Empowered Entrants, Combining Online and Offline Interaction, Blending Style with Substance, The New Customer Path

Brand Clarification of Characters and Codes-Brand Positioning, Consistency in Brand Characters, Brand Differentiation Based on Human-to Human Touch, Four Ps to 4Cs, Commercializing 4C’s Understanding How People Buy: From Four A’s to Five A’s, Aware, Appeal, Ask, Act, and Advocate. Driving from Awareness to Advocacy: The O Zone (O3)                                                                                                                                       [7+ 2]

Unit 3

Marketing Productivity Metrics

Introducing PAR and BAR, Decomposing PAR and BAR Driving Up Productivity, Purchase Action Ratio and Brand Advocacy Ratio

Industry Archetypes and Best Practices Four Major Industry Archetypes, Four Marketing Best Practices. [7+2]

Unit 4

Human-Centric Marketing for Brand Attraction 

Understanding Humans Using Digital Anthropology, Building the Six Attributes of Human-Centric Brands, When Brands Become Humans

Content Marketing for Brand

Curiosity Content Is the New Ad, #Hashtag Is the New Tagline, Step-by-Step Content Marketing, Creating Conversations with Content                                                                                                                 [6+2]

Unit 5

Omni channel Marketing for Brand Commitment

The Rise of Omni Channel Marketing. Step-by-Step Omni Channel Marketing, Integrating the Best of Online and Offline Channels

Engagement Marketing for Brand Affinity 

Enhancing Digital Experiences with Mobile Apps, Providing Solutions with Social CRM, Driving Desired Behavior with Gamification. Mobile Apps, Social CRM, and Gamification, Epilogue: Getting to WOW! What Is a “WOW”? Enjoy, Experience, Engage.                     [7+2]