Hermawan Kartajaya

Patron, Asia Marketing Federation

In today’s connected era, customers are increasingly interacting with companies and brands through online channels. But contrary to popular belief, digital marketing is not meant to replace traditional marketing. Instead, they will co-exist with interchanging and complementary roles along the customer experience.

In the past, customer experience was defined as the 4A’s: Aware, Attitude, Act, and Act Again. Today, in the era of connectivity, customer experience must be redefined into 5A’s: Aware, Appeal, Ask, Act, and Advocate. In the early stage, traditional marketing plays a major role of building brand awareness and appeal. As customers become more engaged, digital marketing takes over to drive purchase action and advocacy. Marketing 4.0 is essentially about driving customers from awareness to advocacy through a mix of traditional and digital marketing.

There are four building blocks of Marketing 4.0. The first is human-centric marketing, which explore how brands should behave like humans—approachable and likeable but are also vulnerable. The second is content marketing, which explores how brands should create, curate, distribute, and amplify contents that are interesting, relevant, and useful to a clearly-defined audience group in order to create conversations around the contents.

The third is omnichannel marketing, which explores how brands should integrate multiple channels to create a seamless and consistent customer experience. The fourth is engagement marketing, which explores how brands should convert first time buyers into loyal advocates with a series of customer engagement activities. These four building blocks involve both traditional and digital marketing. They are the key to win today’s competition.