COSLA

1. Ma rketing 4. 0 in the Digita l E co no my
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

2. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
S M N o r t h E D S A
S u m m a r y
✕ __ ☐
I. Marketing 4.0
II. Traditional vs Digital
A. Segmentation &targeting to Customer
Community Confirmation
B. Brand Positioning & Differentiation to
Clarification of Characteristics &
Codes
C. Four Ps to Four Cs
D. Customer Service Processes to
Collaborative Customer Care
III. Integrating Traditional and Digital
IV. 28 Cavalry
V. Summary
O u t l i n e
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

3. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
✕ __ ☐
Marketing 1.0
• Product-driven marketing
Marketing 2.0
• Customer-centric
marketing
Marketing 3.0
• Ultimately human-centric
marketing
Marketing 4.0
• Online and offline
interaction between
companies and customers
M a r k e t i n g 4 . 0
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

4. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
Marketing 4.0 is partnership
✕ __ ☐
Okay Ca ncel
M a r k e t i n g 4 . 0
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

5. ✕ __ ☐
Marketing 4.0
• A combination of online and
offline interaction,
• It is a mix of style and
substance
• Flexible and adaptive due to
rapid technological trends
• Authentic
• Machine-to-machine
connectivity and artificial
intelligence, while
leveraging human-to-human
connectivity to strengthen
customer engagement
M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
M a r k e t i n g 4 . 0
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

6. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

7. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
✕ __ ☐ S e g m e n t e d & Ta r g e t e d

8. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
Join Community
✕ __ ☐
Ye s N o
N a t u r a l l y f o r m e d b y c h o i c e
✕ __ ☐ S e g m e n t e d & Ta r g e t e d

9. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
Join Community
✕ __ ☐
Ye s N o
N a t u r a l l y f o r m e d b y c h o i c e
Do you want to receive updates
on our brand?
✕ __ ☐
I want D o n ’ t W a n t
P e r m i s s i o n M a r k e t i n g✕ __ ☐ S e g m e n t e d & Ta r g e t e d

10. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
Join Community
✕ __ ☐
Ye s N o
N a t u r a l l y f o r m e d b y c h o i c e
Do you want to receive updates
on our brand?
✕ __ ☐
I want D o n ’ t W a n t
P e r m i s s i o n M a r k e t i n g✕ __ ☐ S e g m e n t e d & Ta r g e t e d
✕ __ ☐
Hi Ana! Did you
find anything you
like in our online
shop? Let me know!
H o r i z o n t a l R e l a t i o n s h i p

11. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
✕ __ ☐ B r a n d P o s i t i o n i n g & D i f f e r e n t i a t i o n

12. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
✕ __ ☐ C u s t o m e r e v a l u a t i o n
✕ __ ☐ B r a n d P o s i t i o n i n g & D i f f e r e n t i a t i o n

13. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
✕ __ ☐ C u s t o m e r e v a l u a t i o n
✕ __ ☐ B r a n d P o s i t i o n i n g & D i f f e r e n t i a t i o n
Brands are required to be
dynamic enough to behave in
certain situations
✕ __ ☐ D y n a m i c

14. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
✕ __ ☐ C u s t o m e r e v a l u a t i o n
✕ __ ☐ B r a n d P o s i t i o n i n g & D i f f e r e n t i a t i o n
Brands are required to be
dynamic enough to behave in
certain situations
✕ __ ☐ D y n a m i c
Callaway Golf
• Creating innovative high-
performance golf
equipment
• With profound
understanding of the game
and those who play it
• Resist following, and
insist on leading
✕ __ ☐ R a i s o n d ’ e t r e

15. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
✕ __ ☐ C u s t o m e r s e v a l u a t i o n
✕ __ ☐ B r a n d P o s i t i o n i n g & D i f f e r e n t i a t i o n
Brands are required to be
dynamic enough to behave in
certain situations
✕ __ ☐ D y n a m i c
Callaway Golf
• Creating innovative high-
performance golf
equipment
• With profound
understanding of the game
and those who play it
• Resist following, and
insist on leading
✕ __ ☐ R a i s o n d ’ e t r e
✕ __ ☐ S o l i d y e t f l e x i b l e

16. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
✕ __ ☐
M a r k e t i n g M i x
P r o d u c t
P r i c e
P l a c e
P r o m o t i o n
Search!
F o u r P s

17. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C o l l a b o r a t i v e C u s t o m e r C a r e
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
✕ __ ☐
M a r k e t i n g M i x
P r o d u c t
P r i c e
P l a c e
P r o m o t i o n
Search!
F o u r P s
✕ __ ☐
• Co-creation
• Involve customers in the
ideation stage
• Allow customers to
customize and personalize
• Currency
• Fluctuates depending on
market demand
• Communal Activation
• Access to products and
services almost instantly
• Conversation
• Allows customers to
converse about the
messages with other
customers
F o u r C s

18. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
✕ __ ☐ C u s t o m e r S e r v i c e P r o c e s s e s

19. ✕ __ ☐ Marketing 4.0 Traditional to Digital Integrating Summary
C u s t o m e r C o m m u n i t y S e g m e n t a t i o n
C l a r i f i c a t i o n o f C h a r a c t e r s & C o d e s
F o u r C s
C o l l a b o r a t i v e C u s t o m e r C a r e
✕ __ ☐ C u s t o m e r S e r v i c e P r o c e s s e s ✕ __ ☐ C o l l a b o r a t i v e C u s t o m e r C a r e

20. ✕ __ ☐
M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
I n t e g r a t i n g Tr a d i t i o n a l a n d D i g i t a l
Traditional Marketing
• Initiate customer interaction
Digital Marketing
• Drive action and advocacy
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

21. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m
✕ __ ☐ 2 8 C a v a l r y

22. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
S M N o r t h E D S A
S u m m a r y
✕ __ ☐ 2 8 C a v a l r y – C u s t o m e r C o m m u n i t y C o n f i r m a t i o n
• The Podium Mall, Ortigas
• Corporate Gentlemen
• Events initiated by
patrons
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

23. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
✕ __ ☐ 2 8 C a v a l r y – C l a r i f i c a t i o n o f C h a r a c t e r & C o d e s

24. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
S M N o r t h E D S A
S u m m a r y
✕ __ ☐ 2 8 C a v a l r y – 4 C s ✕ __ ☐ 2 8 C a v a l r y – 4 C s
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

25. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
✕ __ ☐ 2 8 C a v a l r y – C o l l a b o r a t i v e C u s t o m e r C a r e
W h i s k e y C o f f e e
O f f e r s q u a l i t y w h i s k e y a n d c o f f e e
f o r t h e g e n t l e m e n t o c h o o s e f r o m ,
t h a t t h e y c a n t a k e a t t h e b a r.
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

26. M a r k e t i n g 4 . 0
T r a d i t i o n a l …
I n t e g r a t i n g
2 8 C a v a l r y
S u m m a r y
For a brand to win customer advocacy,
there should be a ample use of
traditional and digital marketing;
offline and online interaction;
style and substance;
and machine and human interaction.
It’s a partnership of each in order to build a strong
partnership between customer and brand.
✕ __ ☐ S u m m a r y
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m

27. Ma rketing 4. 0 in the Digita l E co no my
h t t p : / / m a r i e l l o p e z . w e e b l y . c o m