ESCP Europe

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brandand they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

TABLE OF CONTENTS Acknowledgments Prologue: From Marketing 3.0 to Marketing 4.0 About the Authors Part I Fundamental Trends Shaping Marketing 1 Power Shifts to the Connected Customers From Exclusive to Inclusive From Vertical to Horizontal From Individual to Social Summary: Horizontal, Inclusive, and Social 2 The Paradoxes of Marketing to Connected Customers Breaking the Myths of Connectivity Summary: Marketing amid Paradoxes 3 The Influential Digital Subcultures Youth: Acquiring the Mind Share Women: Growing the Market Share Netizens: Expanding the Heart Share Summary: Youth, Women, and Netizens 4 Marketing 4.0 in the Digital Economy Moving from Traditional to Digital Marketing Integrating Traditional and Digital Marketing Summary: Redefining Marketing in the Digital Economy Part II New Frameworks for Marketing in the Digital Economy 5 The New Customer Path Understanding How People Buy: From Four As to Five As Driving from Awareness to Advocacy: The O Zone (O3) Summary: Aware, Appeal, Ask, Act, and Advocate 6 Marketing Productivity Metrics Introducing PAR and BAR Decomposing PAR and BAR Driving Up Productivity Summary: Purchase Action Ratio and Brand Advocacy Ratio 7 Industry Archetypes and Best Practices Four Major Industry Archetypes Four Marketing Best Practices Summary: Learning from Different Industries Part III Tactical Marketing Applications in the Digital Economy 8 Human-Centric Marketing for Brand Attraction Understanding Humans Using Digital Anthropology Building the Six Attributes of Human-Centric Brands Summary: When Brands Become Humans 9 Content Marketing for Brand Curiosity Content is the New Ad, #Hashtag is the New Tagline Step-by-Step Content Marketing Summary: Creating Conversations with Content 10 Omnichannel Marketing for Brand Commitment The Rise of Omnichannel Marketing Step-by-Step Omnichannel Marketing Summary: Integrating the Best of Online and Offline Channels 11 Engagement Marketing for Brand Affinity Enhancing Digital Experiences with Mobile Apps Providing Solutions with Social CRM Driving Desired Behavior with Gamification Summary: Mobile Apps, Social CRM, and Gamification Epilogue: Getting to WOW! What is a WOW? Enjoy, Experience, Engage: WOW! Are You Ready to WOW? Index.