Marketing 4.0

Think Global, Act Local, And Be Digital

De: Franck Ardourel

Narrado por: Virtual Voice

The spread of Tech innovation has transformed the business ecosystem. Disruptive technologies have permeated all industries and continue to generate unprecedented changes in creativity, across all functions, solving consumer problems, and growing business sales in ways never thought possible before. For example, Uber has disrupted the taxi industry because it has used innovative digital technology to offer something that is cheaper and easier to handle. Some organizations are accomplishing their objectives by leading their industries in technology innovation, while others continue to struggle and face infrastructure challenges. It is clear that the digital age has changed paradigms of marketing, and advertising practices have evolved becoming more dynamic and extremely interactive. We are at the inflection point of conscious-consumer behavior, where Google and Facebook reign over the digital ad industry, and where AI has revolutionized the way businesses and marketers operate. The convergence of – Data, Tech and Science - is inevitable to do marketing right in the new business ecosystem. This book is all about decrypting the new codes to succeed in marketing. I describe how Tech has changed consumers’ standards, and smartphones that are the backbone of most media interactions have impacted our day-to-day life. The increase of consumers’ digital intents, the reality of the multi-screen world, mobility, and the “Post-Uberrization” of our society have transformed the brand-consumer relation. Consumers now are at the center of the new ecosystem. And, Think Global – Act Local – Be Digital is the new marketing adage… I explain why the irrevocable transformation of media advertising and the digitalization of consumerism have placed marketing at a new inflection point. Tech has conclusively altered how people interact with each other, and engage with brands, but also transformed marketing. Marketers must have a Tech-First-Mindset to develop digital intent-marketing strategies to reach the new empowered-consumer that is no longer engaged in a linear journey. Today, marketing more than ever is definitively at the forefront of the changing sale process. And, I give my perspective of this new marketing paradigm. AdTech, MarTech and DataTech have accelerated the transformation of our business ecosystem, where BrandTech is a new buzzword. Google and Facebook reign over the digital ad industry. And, AI has revolutionized the way marketers operate, allowing us to turn the new marketing engine into a revenue-driving force. While Uberrization of everything is happening everywhere we have entered a new Consumer-Obsessed model, where marketers are offered new capabilities to win most intents that matter to consumers. The new business ecosystem including advertising is in complete mutation, and consumers are in control. But, industry-wide, companies are making digital media a bigger priority in their grand strategies. Marketers, therefore, have shifted their strategies and fully capitalize on digital abilities. Mass advertising will continue to perform a role in driving awareness, but priority is given to inbound advertising channels that deliver high return on marketing investment. The new marketer is very agile, and cultivates a consumer-obsession culture while strongly collaborating with product development and sales.