MARKETING 4.0
                     MARKETING 4.0
INTRODUCTION
• Marketing 4.0 is a marketing strategy 
based on research by Professor Phillip 
Kotler.  
• According to both Caffeinated and Kotler’s 
marketing 4.0 principles, effective 
marketing requires more than just online 
engagement between sellers and buyers. 
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Digital relationships 
• Digital relationships as part of economic 
growth are just a part of the model that 
makes digital marketing effective. The 
other part is made up of traditional 
marketing.
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Brand evolution
• While brand evolution is being 
experienced with advancement in 
technology, the authenticity of these 
brands comes to play more than ever 
before.
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Connection is Key
• This works on the fact that it is important 
to establish connection and engagement 
way before customers even access the 
market. 
• This is made possible by the availability of 
multichannel marketing platforms like 
Content and Email marketing, Google 
AdWords and Social Media Marketing.
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Embracing the 5A’s
• Marketing strategies come and go. They 
promise to work, or at least do until they 
are replaced by new ones. 
• From 4P’s and AIDA, we now have Kotler’s 
strategy, the 5A’s, which work in line with 
the current online technology.
• The 5A’s simply means:
• Ask
• Advise
• Assess
• Assist
• Arrange
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Staying in the loop 
with user experience
• Taking a keen interest in your customers’ 
experience gives you insights into what 
will work to your advantage. Listening to 
them and answering their questions goes 
a long way.
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Use of Multichannel 
Marketing Platforms
• The variety of these platforms means that 
customers have more chances of 
stumbling upon your offer. 
• However, these platforms are different 
and so should the content designed for 
each.
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User Engagement 
Marketing
• This involves interaction with potential, 
active and former customers. 
• It also includes possible go-betweens and 
people who are just interested in what 
you are doing.
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Increase brand 
visibility 
• The idea is to increase your brand visibility 
and engage even people that are not your 
target customers. 
• By word of mouth or interaction with 
others, non-targets can still refer you to 
possible leads.
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Conclusion
• Marketing 4.0 is a blend of both 
traditional and digital marketing strategies 
meant to embrace the best of both 
worlds. 
• It seeks to make use of both online and 
offline connections in marketing while 
stressing the fact that digital marketing 
cannot entirely replace traditional 
marketing.
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