The document discusses the trends shaping marketing in the digital economy, referred to as "Marketing 4.0". It outlines several technologies like GPS, internet access, smartphones, and electronic payments that enable and disrupt marketing. It also discusses how marketing is evolving to combine online and offline elements, blend substance and style in building brands, and complement machine connectivity with human touch. The key aspects of Marketing 4.0 include online and offline integration, customer participation in the marketing mix, and a focus on both high-tech and high-touch elements.

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Redefining
Marketing
In the Digital Economy
Prof. Bong De Ungria
Ateneo Graduate School of Business
Marketing 4.0
Fundamental Trends Shaping Marketing

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What is Happening Today
Multiple Technologies
Enable &
Disrupt!

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1. GPS
2. Internet Access
3. Availability of Cheap Smart Phones
4. Wide Mobile Use
5. Electronic Payment Systems
Case of Uber & Grab:
Convergence of Technologies

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1. Combines Online and Offline between
Companies and Customers
2. Blends Styles with Substance in building
brands
3. Complements Machine Connectivity with
Human Touch to Strengthen Customer
Engagement
Marketing 4:
Coexistence of Traditional & Digital

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Between Companies and Customers
Increasing On-line? Off-line becomes strong
differentiator
Marketing 4.1
Online + Offline

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1. Change styles and fonts (like Google logo)
2. But authenticity and sticking to reason-
for-being is key
3. Brand must behave in certain ways in
certain situations
Marketing 4.2
Style + Substance in Building Brands

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Traditional
1. Segment
2. Target
3. Position
Marketing 4.2
Style + Substance in Building Brands

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Traditional
1. Segment
2. Target
3. Position
Marketing 4.2
Style + Substance in Building Brands
Digital
1. Communities
2. Ask Permission
3. Flexible but Authentic

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4Ps
1. Product
2. Price
3. Promo
4. Place
Marketing 4.2
Customer Participation in Marketing Mix
4Cs Connected Marketing Mix
1. Co-Creation
2. Currency
3. Conversation
4. Communal Activation

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Shift from
Customer Service
To
Collaborative Customer Care
Using Self-Service Facilities
Marketing 4.2
Customer Participation Makes Both
Companies and Customers Happier

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Complements Machine to Machine
Connectivity
with
Human Touch
to Strengthen Customer Engagement
Marketing 4.3
High Tech, High Touch

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Discussions & Reflection

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Complements Machine to Machine
Connectivity
with
Human Touch
to Strengthen Customer Engagement
Marketing 4.3
High Tech, High Touch
Examples?

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4Ps
1. Product
2. Price
3. Promo
4. Place
Marketing 4.2
Customer Participation in Marketing Mix
4Cs Connected Marketing Mix
1. Co-Creation
2. Currency
3. Conversation
4. Communal Activation
Examples?

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Shift from
Customer Service
To
Collaborative Customer Care
Using Self-Service Facilities
Marketing 4.2
Customer Participation Makes Both
Companies and Customers Happier
Examples?
What are fundamental
changes required?

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Redefining
Marketing
In the Digital Economy
Prof. Bong De Ungria
Ateneo Graduate School of Business
Marketing 4.0
Fundamental Trends Shaping Marketing