Marketing 4.
0
Moving from Traditional to Digital
Hermawan Kartajaya
Founder and Chairman of MarkPlus, Inc.
Co-Founder of Asia Marketing Federation
Staf Khusus Kementerian Koperasi & UKM
About Hermawan Kartajaya’s
International Books
Our intellectual properties The latest international book, Every year, we predict trends
have been endorsed by Marketing 3.0, published by going forward and define the
Philip Kotler and John Wiley in the US in May recommended marketing
acknowledged by 2010, is translated practices in Indonesia
international publishers into 26 languages
Twitter: @hermawank HERMAWAN KARTAJAYA
By John Wiley
By John Wiley – US 2010 Launched at
Available in 27 languages MarkPlus Conference 2017
Available in 20 Languages
Marketing 4.0
Licensing Deal from August 2016 (before publishing) – April 2017: 9 months
19 languages including English, 20 editions, 24+ countries)
1. United States, Canada, 11. Italy (Italian)
Singapore, UK, Australia (English)
12. Portugal (Portuguese)
2. Thailand (Thai) 13. Taiwan (Chinese)
3. China (Simplified Chinese) 14. France (French)
4. Japan (Japanese) 15. Iran (Persian)
5. Poland (Polish) 16. Turkey (Turkish)
6. South Korea (Korea) 17. India (English)
7. Brazil (Portuguese) 18. Netherlands (Dutch)
8. Vietnam (Vietnamese) 19. Russia (Russian)
9. Germany (German) 20. Ukraine (Ukrainian)
10. Spain (Spanish)
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About MarkPlus, Inc.
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Our Offices
Banda Aceh
Medan
Manado
Pontianak
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Solo
Bandung Surabaya
Yogyakarta
Denpasar
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Twitter: @hermawank HERMAWAN KARTAJAYA
Twitter: @hermawank HERMAWAN KARTAJAYA
Twitter: @hermawank HERMAWAN KARTAJAYA
Twitter: @hermawank HERMAWAN KARTAJAYA
Marketing 4.0 - Wiley
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Marketing 4.0 - Thailand
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WHY
Traditional WHAT: HOW:
Marketing
Anatomy of Change
Technology
Pol- Soc-
Economy
Leg Cul
Market
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4C Diamond: A Model to Analyze Business Landscape
CHANGE
Technology
Pol-Leg Economy Soc-Cul
Market
COMPETITOR TOWS CUSTOMER
Examination
COMPANY
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
Twitter: @hermawank HERMAWAN KARTAJAYA
STV-Triangle: Positioning-Differentiation-Brand Triangle
i
brand ntegrity
POSITIONING DIFFERENTIATION
BRAND
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
Twitter: @hermawank HERMAWAN KARTAJAYA
STV Triangle: 9 Core Elements of Marketing
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
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Customer – Product – Brand Management
Customer Product
Management Management
Brand
Management
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WHAT
WHY: New Wave HOW:
Marketing
New Wave Marketing
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The Future of Power Shifts
The Age of Participation & From Vertical to
Technology Collaborative Marketing Horizontal
The Age of Globalization From Exclusive to
Political Economy Social Paradox & Cultural Inclusive
Legal Culture Marketing
Market
The Age of Creative Society From Individual to
& Spiritual Marketing Social
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New Wave Marketing: From 4C to 5C
CHANGE
COMPETITOR
4C CUSTOMER
COMPANY
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New Wave Marketing: From PDB to TRIPLE-C
brand ntegrity
CLARIFICATION CODIFICATION
OF PERSONA OF DNA
POSITIONING DIFFERENTIATION
WHAT IS YOUR CONNECTED WHAT IS YOUR
COLOR? CATALYST AUTHENTICITY?
CIVILIZED
CHARACTER
WITH CHARISMA
BRAND
WHAT IS YOUR
AURA?
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12 – C of New Wave Marketing
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Marketing 3.0
INDIVIDUAL
COMPANY
Mind Heart Spirit
MISSION Deliver Realize Practise
(Why)
SATISFACTION ASPIRATION COMPASSION
VISION
(What)
Profit Ability Return Ability Sustain Ability
VALUES
Make a
(How)
Be BETTER DIFFERENTIATE
DIFFERENCE
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HOW
Marketing 4.0
WHY: WHAT: Moving From
Traditional
to Digital
Marketing 3.0 & 4.0
By John Wiley
By John Wiley – US 2010 Launched at
Available in 27 languages MarkPlus Conference 2017
Total Languages:
Twitter: @hermawank 20
HERMAWAN KARTAJAYA
Competitiveness Level of Brands
LEVEL 3
ENGAGEMENT
LEVEL 2
EXPERIENCE
AHA
LEVEL 1
ENJOYMENT OK
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Customer Path: From Individual to Social
Aware Appeal
AttitudeAsk Act Advocate
Act Again
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Introducing New Brand Metrics
PAR
Purchase Action Ratio
BAR
Brand Advocacy Ratio
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The Purchase Action Ratio (PAR)
Act
PAR =
Aware
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What PAR really means
PAR = 0.5
Aware Appeal Ask Act Advocate
Brand Market
Awareness* Share
+1% +0.5%
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The Brand Advocacy Ratio (BAR)
Advocate
BAR =
Aware
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What BAR really means
Appeal Ask Act Advocate
BAR = X X X
Aware Appeal Ask Act
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Conversion #1: Creating ATTRACTION
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
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Conversion #2: Creating CURIOSITY
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
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Conversion #3: Creating COMMITMENT
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
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Conversion #4: Creating AFFINITY
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
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Most Common Customer Path
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The Ideal Customer Path: Bow Tie
Aware Appeal Ask Act Advocate
Attraction Curiosity Commitment Affinity
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Fix the Gap
ATTRACTION CURIOSITY COMMITMENT AFFINITY
Appeal Ask Act Advocate
X X X
Aware Appeal Ask Act
- Brand positioning - Community - Channel management - Service blueprint &
and differentiation marketing customer care
- Sales force management
- Marketing Communication - Social media - Loyalty program
marketing
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Integrating Legacy & New Wave
E3
NEW WAVE MARKETING
LEVEL 3
More New Wave Marketing As Brand Steps Up Competitiveness
ENGAGEMENT Connected marketing approach:
• Confirmation to Customer Community
• Clarification of Brand Character and
Codification
E2
• Connected Marketing Mix (Co-Creation,
Currency, Communal Activation,
LEVEL 2
LEGACY MARKETING Conversation) & its Commercialization
EXPERIENCE
• Customer Care and Collaboration
Conventional marketing approach:
• Strategic Segmentation & Targeting
• Brand Positioning & Differentiation
E1 • Tactical Marketing Mix (Product,
Price, Place, Promotion) & Selling
LEVEL 1
Approach
ENJOYMENT
• Value-Creating Services & Processes
A1 A2 A3 A4 A5
AWARE APPEAL ASK ACT ADVOCATE
More New Wave Marketing As Brand Intervenes Further Across Customer Path
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