Mkt 1.0 àMassive strategic/ foc on the product.
Mkt 2.0 àEmotional and sensorial marketing. The focus was now to put the client in the center, and the strategy that began to gain weight against the tactic.Positioning and the differentiation.
Mkt 3.0 àGreen marketing, collaborative/ Self-fulfillment needs maslow pyramid.MK focused on values.
Mkt 4.0 àOmnichanel, programmatic.
Omnichannel is a cross-channel content strategy that organizations use to improve their user experience. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across all the channels someone chooses to use is as, or even more, efficient or pleasant than using single channels in isolation.
“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human”
Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever.
Collaborative consumption is a new approach to consumer access of goods and services based on an interdependent peer-to-peer model.
The cultural shift in collaborative consumption is from a consumer capitalist economy based on active producers, sellers and providers on one side and passive consumers on the other. The collaborative model is one in which consumers are much more frequently producers or providers as well, albeit on a small scale, and individuals cooperate to serve the needs of a given community. The emphasis is on individual empowerment and the efficient use and distribution of resources rather than private ownership.
A circular economy is an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life.
Benefits: Generate a social, economic, environmental impact. Extend product life. Review processes and decrease resources. Improve working conditions. Redefinding economy growth. Reduce production impact and price. Give new use to products.
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally friendly way
Greenwashing is the practice of using powerful PR, marketing and advertising to make an unsubstantiated or misleading claim about the sustainability benefits of a product or service. Companies do this so that they appear to be more socially or environmentally sustainable than they really are – and so attract more buyers and make more profit.