Concept Synthesis and Local Application of Chapter 4 By: Lance Timothy S. Lim Ateneo Graduate School of Business

1. Jumping to the Next Curve:
Marketing 4.0
In the Digital Economy
Concept Synthesis and Local Application of Chapter 4
https://lancetimothylim.wordpress.com/
Lance Timothy S. Lim
Ateneo Graduate School of Business

2. Marketing 2.0
Marketing 4.0
Marketing 3.0
Marketing 1.0
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Jump to the Next Curve!
Product-Centric
Human-Centric

3. The Mobile Internet.
The most significant dilemma is caused by…
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Customers want the perfect application of
technologies that allows them to self-actualize
while becoming empathetic at the same time.

4. Reflection Questions
1. How can your brand
differentiate itself using human-
to-human touch?
2. How do you transition from the
four P’s to the four C’s?
3. How do you embrace
collaborative customer care?
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

5. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

6. Customer Community Confirmation:
1A. How can your brand differentiate itself?
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The Customer
Traditional Marketing
The Brand
• Connected customers through
horizontal webs of communities.
• Formed by customers within the
boundaries they define.
• Brands must ask for customer
consent prior to marketing their
products.
Digital Marketing
ENGAGE with your Community.

7. 1B. How can your brand differentiate itself?
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• A dynamic brand that behaves in
certain ways in certain situations.
• Character is the brand’s authentic
reason for being.
• Remain true to your roots, and
your outer imagery can be flexible.
Brand Clarification of Characters:
“Think Different” – creativity
“Authentic Athletic Performance”
“Ladies & Gentlemen Serving Ladies & Gentlemen”
Show your AUTHENTIC Self.

8. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

9. Customer Participation in Transparent Commercialization:
2. How do you transition from the four P’s to the four C’s?
https://lancetimothylim.wordpress.com/
• Customer involvement for
successful product
developments
• Personalization creates superior
value propositions
• Dynamic pricing based on
market demand
Co-Creation
Currency
KNOW what your Customer Wants.

10. Customer Participation in Transparent Commercialization:
2. How do you transition from the four P’s to the four C’s?
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• Instant access to products
and services, owned by other
customers.
• Customer response to a
company’s messages
• Frequent inter-customer
conversation
Communal Activation
Conversation
KNOW what your Customer Wants.

11. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

12. Equal Treatment of Customers Through Collaboration:
3. How do you embrace collaborative customer care?
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• Companies should view their
customers as equals.
• Demonstrate genuine
concern for the customer
• Collaboration is the key to
customer-care success.
Collaboration
The Customer is your FRIEND.

13. Marketing 4.0
In the Food Industry
Local Application to a Healthy Food Business
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14. A Brief History
• Started in 2017 by two friends
who were passionate about
health and fitness
• Sold smoothie bowls in
bazaars and events
• Business as a platform to
spread our cause and purpose
Grit PH
https://lancetimothylim.wordpress.com/
Our First Bazaar Latest Set-Up

15. Customer Community Confirmation
1. What has changed? How did we differentiate our brand?
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• Joining events and bazaars that
advocated the health and
fitness lifestyle
• Talking about our purpose and
roles first
• People we met in these events
became our friends
ENGAGING with our Community.

16. Brand Clarification of Character
1. What has changed? How did we differentiate our brand?
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• It was our passion for health
that drove us to open our
business.
• We wanted to be authentic at
the very start.
• Using the business as a channel
to spread our cause
Showing our AUTHENTIC Selves.

17. Customer Collaboration with Our Business
2. How did we transition to the Four C’s?
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• Offering make-your-own
smoothie bowls given our wide
array of toppings (co-creation)
• Dynamic pricing for events; we
customize packages
depending on what the
customer wants (currency).
KNOWING what our Customers Want.

18. Customer Collaboration with Our Business
2. How did we transition to the Four C’s?
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• Expanded into delivery for
customers who want smoothie
bowls anytime (communal
activation)
• Use of social media to interact
with our old and new customers
(conversation)
KNOWING what our Customers Want.

19. Treating Our Customers as FRIEND FAMILY
3. How did we embrace collaborative customer care?
https://lancetimothylim.wordpress.com/
• Creating touchstone
experiences (from the way we
greet, by listening, sharing
stories, and so on)
• Showing genuine affection to
our customers, which makes
them more comfortable

20. Both should coexist with interchanging roles across
the customer path.
Integrating Traditional and Digital Marketing (or Marketing 4.0)…
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Traditional marketing plays a major role in building
awareness and interest in the early stages.
As the interaction progresses, digital
marketing rises in importance.
The most important role of digital
marketing is to drive action and advocacy.

21. Reflection Questions
1. How can your brand
differentiate itself using human-
to-human touch?
2. How do you transition from the
four P’s to the four C’s?
3. How do you embrace
collaborative customer care?
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

22. Summary
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/

23. Jumping to the Next Curve:
Marketing 4.0
In the Digital Economy
Concept Synthesis and Local Application of Chapter 4
https://lancetimothylim.wordpress.com/
Lance Timothy S. Lim
Ateneo Graduate School of Business