Marketing 4.0 - Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Marketing 4.0 - Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Find out what are the new marketing concepts, how the public reacts to them and what are the tactics outlined to apply this thinking in your daily life.

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Computers, cell phones and the internet are just some effects of the digital world in our lives. Learn how to use them to boost your sales and promote your products is crucial to success. Philip Kotler, Hermawan Kartajaya and Iwan Setiawan show the best marketing strategies connecting it with technology in the book "Marketing 4.0".

And in this ever-changing environment, marketing would not be left out! So if you are looking forward to knowing what you need to do for your company to succeed in this actual competitive market, you have come to the right place!

These 3 gurus of marketing will teach everything you must know to set a place in the market and start sale as the big companies.

About the book "Marketing 4.0"

Published in 2017, "Marketing 4.0" is an evolution of the book "Marketing 3.0", released in 2010, which brought the new marketing secrets and how technology is influencing the marketing world.

"Marketing 4.0" brings all the important content about the digital age. It defines great scholars in the field, develop concepts as:

  • A new milestone for discussion;
  • A valuable resource for those who try to reverse and understand the digital and mobile future;
  • A new direction for marketing success.

In addition, the book reveals the path of the consumer into a new era.

About the authors Philip Kotler, Hermawan Kartajaya and Iwan Setiawan

The authors are the same from the book "Marketing 3.0", as they have decided to give continuity to the previously established thinking.

Recognized as "Marketing Pope" and "Father of Modern Marketing", Philip Kotler holds a bachelor's degree in Economics, and he is a professor of International Marketing at Northwestern University.

His studies laid the foundation for what marketing is today. He has been honored with numerous awards and, in this book, joins his efforts with the new generation of marketing.

Hermawan Kartajaya is the founder of one of the most famous marketing consulting firms, MarkPlus. He is already considered one of the 50 gurus who shaped the future of marketing and serves as President of the World Marketing Association.

Iwan Setiawan is an executive at MarkPlus and was one of those who had the initial idea about the "Marketing 3.0" concept and continued his studies in the new Marketing 4.0.

To whom is this book indicated?

For individuals who are an entrepreneur, businessman, marketing professional, a student in the field or just want to understand what are the new marketing concepts, how the public reacts to them and what are the tactics to be drawn to apply that thinking in your life and of your company.

Main ideas of the book "Marketing 4.0"

In this new marketing model, Kotler and his colleagues present the following ideas:

  • The concept of Marketing 4.0;
  • The new way of buying the consumer;
  • The alignment between online and offline marketing;
  • The Importance of content marketing.

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[Book Summary] Marketing 4.0 - Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Overview: Reviewing the Old Concepts and Introducing New Ones

Before go deeper into this book, shall we recap?

Philip Kotler, Hermawan Kartajaya and Iwan Setiawan approach in their books the concepts that led to the marketing model practiced today. Therefore, it is important to understand them before moving on to new learning.

  • Marketing 1.0: The first marketing model was focused primarily on the product. The main focus was essentially to sell that product;
  • Marketing 2.0: In the second model, marketing focuses on the consumer and their preferences;
  • Marketing 3.0: In the third model, the focus on the consumer becomes the focus on the human being, that is, companies and their products must reflect human values in their strategy so that they can be successful.

Now that we have remembered the previous models, we can define what Marketing 4.0 is.

The authors, had formulated the concept of Marketing 3.0 in 2010, immediately afterwards, they began to develop the new concept. So they define Marketing 4.0 as:

"Marketing 4.0 is a deepening and broadening of human-centered marketing to cover every aspect of the customer's journey."

And to be able to "cover that journey", this new thinking primarily addresses marketing in the digital era and the importance of content marketing in this reality.

Overview: Part I - Fundamental Trends Shaping Marketing

The first step in building the ideas in Marketing 4.0 is to understand how the trends of the modern world have shaped this concept.

Changes in Marketing

Marketing 4.0 faces a number of changes. In the past it was vertical, exclusive and individual, but now it is increasingly horizontal, inclusive and social.

In other words, in the past, brands used to see consumers as targets, the relationship was just "I sell and you buy". Today brands are becoming friends of consumers and show their true values. This is a horizontal relationship.

With globalization, new technologies and greater ease in communication, marketing overcomes barriers (demographic or geographical). Marketing can also unite all thoughts, because everyone can collaborate. This is inclusive marketing.

And finally, marketing has become social, because years ago the process of purchase was an individual way, but today, consumers are considering the opinion of others in this process. They talk about brands and products, and this makes the marketing a social process.

The Marketing Paradoxes

The book "Marketing 4.0" states that in a society characterized by the connection, marketing and its professionals face paradoxes that bring good results, but at the same time, bring challenges, such as:

  • Online vs. Offline: the first paradox deals with interaction with customers, whether online or offline. The great paradox is that one can not function without the other. So your company must know how to reconcile these two modes of interaction;
  • Informed Consumer x Distracted Consumer: with access to information, customers come to have much more knowledge about brands and products, they are more informed. At the same time, too much information tends to lead the buyer to buy more popular products;
  • Negative Defense x Positive Defense: with greater connectivity, positive manifestations in relation to the brand grow, but the negative manifestations also increase. And this is not necessarily bad, because having a balance in the manifestations keeps the discussion about the company.

Digital Subcultures

The latest trend in marketing changes are the subcultures that act as brand agents, which will assist in brand advocacy and promotion. These groups are the young, the women and the "netizens".

While young people adapt very quickly to innovations and define trends, women act as information collectors, conducting research and as holistic buyers, as this means that they evaluate various aspects before making the purchase.

Despite the strange name, "netizens" can be defined as "citizens of the internet". They are the ones who will communicate with other netizens and disseminate information.

Philip Kotler, Hermawan Kartajaya and Iwan Setiawan characterize them as content evangelists, meaning that they disseminate and defend their ideas with vigor and, if they identify with their brand, they can advertise their product.

Overview: Part II - New Models for Marketing in the Digital Economy

With these new trends emerging, established models are subverted and new models emerge, based on this new reality.

The New Consumer Buying Way

In modern marketing, customers are all connected, and this had made the consumer buying path modified and improved with the addition of new features.

The consumer's buying path refers to the stages the customer faces when buying a product. Before digital marketing, it consisted of 4 steps: attention, interest, desire and action.

However, with digital marketing entering into this equation, and according to the book "Marketing 4.0", the process to be followed has changed and the four steps have become five:

  1. Assimilation: This is the beginning of the consumer journey. It is at this point that he is exposed passively to various brands and products and become aware of the existence of these brands. The authors define key consumer thinking in this step as: "I know";
  2. Attraction: After knowing the available brands and understanding their characteristics, he will be attracted to some of them. These companies that will be taken into consideration. The key thought of the client is: "I like";
  3. Arguing: With his list of interests, the buyer will search actively the products, search various opinions from friends and family and test the products in stores, as well as compare prices. In the end, their key thought will be: "I am convinced";
  4. Action: At that moment, the client already knew the options, researched them and understood all the characteristics, so the time for action has arrived. This is the stage where the purchase of the product and its use will take place. The buyer's key thought in this step is, "I'm buying";
  5. Apology: This should be a highly-valued phase by companies, because over time, consumers should develop brand loyalty, which means that they not only recompense the product but recommend it to other people. Thus, your brand will start to have the client as promoter. The key consumer thinking at this point is "I recommend".

New Indicators

New practices require new indicators. Therefore, Philip Kotler and his colleagues present us with 2 new metrics that measure the effectiveness of marketing 4.0.

The first of these is the PAR (Purchase Action Ratio), which means measuring how much the company is able to convert brand awareness into buying actions.

And BAR (Brand Advocacy Ratio), which calculates how much the company converts the knowledge of the brand in brand defense.

Using the author's words, we can summarize:

"We are tracking the number of consumers ranging from assimilation to action (PAR) and finally to apology (BAR)."

Overview: Part III - Tactical Marketing Applications in the Digital Economy

Knowing trends and models, we need to apply Marketing 4.0 in practice. And that's what we're going to deal with right now.

First, marketing needs to be more human. Since Marketing 3.0, the authors preach this ideal that marketing needs to consider the human being and be focused on it.

But now marketing must develop the human side of brands so that they can build links and allow customers to identify with them.

By developing this first characteristic and aligning with the tools we will follow, your company's marketing will be on track to achieve status 4.0.

Content Marketing

"Content is the new ad"

Content marketing is the format that many companies are embracing when it comes to advertising. The big question is, why disclose only my value proposition if I can also advertise content that will be useful to the consumer?

Therefore, to spread content is the new great trend of marketing, and this process occurs in 8 steps:

  1. Goal Setting: you must define what you want to achieve with the campaign and what are your growth and development goals;
  2. Public Mapping: understand what is your audience and what is your client's persona, to know what are his wishes;
  3. Design and Planning Content: define the main theme of the content, the subjects to be addressed, the publication schedule and the formats to be used;
  4. Content Creation: Decide the people who will do the content and when will be done. Elaborate schedules for production;
  5. Content Distribution: With the content ready, you need to choose the channels that will be used to publicize them. For this, it can be used: paid channels, own channels, among others;
  6. Extending Content: Broadcast your content and expand its breadth, so you can create a conversation with consumers and further develop that relationship;
  7. Content Marketing Assessment: Have metrics to gauge the effectiveness of your content marketing and whether your goals have been met;
  8. Content Marketing Improvement: With feedback about the campaign, it's time to make improvements and learn how to improve what has already been done, whether it's bringing new themes, new formats or new distribution channels.

Engagement Marketing

In order for consumers to reach the apology stage and become brand advocates, they need to be engaged with the brand, since by creating that link, the business-customer relationship will be much closer.

The book "Marketing 4.0" cites 3 tactics to engage consumers with their product. The first of these is the use of applications to enhance customers' digital experience.

The second corresponds to the existence of a social CRM, where a channel of communication is opened between the two sides, and customers can be in direct contact with the company.

The third tactic is gamification, where the consumer receives rewards from their relationship with the brand.

What do other authors say about it?

In the book "Launch", author Jeff Walker presents a guide on how to sell products on the internet, considering all the challenges and difficulties of doing an efficient digital marketing.

In "This Is Marketing", author Seth Godin points out that effective marketing begins with identifying the intrinsic needs and desires of people. Usually, they are related to different emotional aspirations, like adventure, connection, freedom, tranquility and strength.

Finally, Jonah Berger explains in the book "Contagious: Why Things Catch On", how to make their products become a habit in people's lives.

Okay, but how can I apply this to my life?

Now that we understand the concepts, we need to understand how to put them into practice. It is at this point that Kotler brings us the importance of the "WOW moment!"

The WOW moment should be amazing, personal and contagious. A customer experiencing a WOW moment with your company they will surely share the experience. So focus on propitiating WOW moments for your consumers.


  • Be creative;
  • Evolves and innovates in the relationship with consumers;
  • Focus on satisfaction, experience and engagement;
  • Turn your customers into advocates for your brand.

These are the first steps! Now it's up to you!

Did you like this summary of the book "Marketing 4.0"?

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Book 'Marketing 4.0'