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Cada integrante de equipo deberá aportar información sobre cómo se visualiza el marketing del futuro. Recordar la fuente consultada

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There's no need to introduce Professor Philip Kotler. If there is, you are either here by accident, or marketing isn't really your thing. He's the guy that wrote marketing bible back in 2000 and now has published another piece on digital marketing, calling it "Marketing 4.0". What's the new approach all about?

"Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever." - Kotler describes his approach, but in a more detailed manner, we could divide this idea into few sectors.
Being connected is the factor.
As people are more and more connected, it's important to meet them, before they enter the market. That's where multichannel marketing comes into play, with Google AdWords, Social Media Marketing, Content or Email marketing. Sales happen online, and informations are distributed online too. Best way to make people notice your product? Fight for their attention in a differentiated way, before they even consider a purchase.
From 4P's & AIDA to 5 A's.
I remember being taught different marketing strategies, with a golden approach "This will work, this time!". After some experience, I know, that those models are temporary, and now the approach has switched to 5A's, adjusted to internet technologies and online content present all the time. Ask, Advise, Assess, Assist and Arrange are basically steps that make you first research (based on customer responses), then suggest a solution (just like in inbound marketing), then help out and sell your product. This is leading us to the next point - basing on more accurate personas.
User Experience Anthropology
When coming to personas, a detailed customer journey map is the key to arranging a great campaign, with detailed channels of your offer distribution. Think not only of your customer as a person, that needs your services. Ask - what else do they need, what are the obstacles and what content would be the most appealing & helpful. When adjusting the 5 A's, the key feedback is information, only thing you have to do is understand it. The closer you are to your user, the better you can gain data on your leads, and understand what needs to be done to make them your customers.
Multichannel Marketing
As you probably know, customer journey map has to include all the channels and platforms on which your users can meet your offer. Whether it's a Search Engine or Linkedin, design the content for each channel. Understand why this users are engaged with this particular platform, what they want to see or read there. Multichannel interactions can be a key to success, but remember that each channel is different and needs to have a different content & call to action. Change the perspective to your users and design interactions that are suited best for them in each channel that they stumble upon your offer.
Engagement Marketing - again
Engaging multichannel practises, you need to understand too, that you have your user on board not only up to the point of sale. Engagement marketing is all about your followers, interested leads, that might make a purchase someday, clients that remember your offer and product and want to stay with your company, and finally - brand awareness. Let people participate and interact with your brand even if they are not completely the target, that needs to be addressed. Being social and engaging can be a great business card.

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There's no need to introduce Professor Philip Kotler. If there is, you are either here by accident, or marketing isn't really your thing. He's the guy that wrote marketing bible back in 2000 and now has published another piece on digital marketing, calling it "Marketing 4.0". What's the new approach all about?

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Future of Marketing : Integration of Spirituality, values and collaboration

As indicated by Sir Philip Kotler, Marketing 3.0 centers around the consumers as an individual in its entirety, with material, emotional and spiritual needs, profound requirements, a promoting fit for fulfilling humanism's noblest instances. Those organizations that will embrace marketing 3.0 will have an edge since they will have the option to combine administration and services with a strategic mission and positive qualities.

It will be a combination of spiritual, collaborative and cultural marketing. Spiritual marketing encompasses ethics and values adopted by an organisation at every sphere of administration, not just during advertising and communicating their message to the customers.

It intends to place even greater emphasis upon corporate vision, which
needs to give suitable consideration to customers and competitors alike,
who both deserve to be treated with respect. Winning customer loyalty,
therefore, means leveraging the deepest of values in a clear and consistent
manner.

Collaborative marketing, finally, gives people, customers a leading role,
elevating them from simply being consumers to prosumers,
capable of talking directly with the company, creating content
and counter-narratives, criticizing or praising a particular
corporate choice (or policy) through social media. A company that
practices marketing 3.0 involves its audience in product creation,
listens to criticisms and complaints and takes them into account to
improve its product or its "behavior."

It is not something very new for the companies of the subcontinent.
Many established organisations have already progressed by virtue of such
beliefs and values.

The Tata Group has always been a value driven and transparent organisation
which has grown exponentially over the years due to the trust of their
customers.

" Business, as I have seen it, places one great demand on you:
it needs you to self-impose a framework of ethics, values,
fairness and objectivity on yourself at all times."
Ratan N Tata, 2006

Five pillars of their vision as per a news article published in reputed
website are : Integrity, Responsiblity, Exellence, pioneering and Unity.
Even they convey the same message in their Ad campaigns which help
customers to connect these dots.

In future, more and more organisations will shift on such transparent marketing mix in order to seek competitive edge. I would like to conclude with a much recent initiative started by Zomato for its employees but surprisingly was heartily applauded by its customers as well.

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Marketing 3.0 : Sneak Peak into the future of marketing

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As indicated by Sir Philip Kotler, Marketing 3.0 centers around the consumers as an individual in its entirety, with material, emotional and spiritual needs, profound requirements, a promoting fit for fulfilling humanism's noblest instances. Those organizations that will embrace marketing 3.0 will have an edge since they will have the option to combine administration and services with a strategic mission and positive qualities.

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7 min read

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media.

We all know that social media is disrupting the way sales and marketing work- old paradigms like lead-generation, prospect-conversion and account-development, are no longer as effective in a modern marketing 2.0 world, where social media enables direct relationships with consumers and clients.

Marketing disruption has inevitably resulted in some businesses winning, and others loosing, however a new approach to marketing effectiveness can help your business to thrive instead of survive in a modern marketing 2.0 world.

Should you choose a quantity or a quality approach? I remember when I first got into sales and marketing, I was a volume junkie. I was convinced that the only way to gain market share and win new clients was with large numbers. Large numbers of e-mail subscribers, large numbers of LinkedIn connections, large numbers of Twitter followers, large numbers of prospects and ultimately large numbers of clients.

Or is it about the quantity/quality balance? I came to realise that pursuing quantity over quality approach was not necessarily the best choice, especially for startup and small businesses in the B2B space. However, in a startup when cash flow is so crucial, it's hard to take what I call 'the quality high road'- purposely deciding to focus on a smaller number when you're trying to build a new client base from scratch.

And then it's also possible to end up on the other side of the spectrum where there isn't hardly any quantity of leads, prospects or clients come through the pipeline at all, yet we sit patiently waiting for calls or e-mails to come in when in reality our marketing efforts are inadequate (perhaps an article for another day!)

It's all about balance, we need some quantity of leads/prospects/clients flowing through our pipeline, consistently. However, we need to make sure they are the right quality or value. If you find yourself not getting excited about talking to a prospect, you're gut may be telling you they're not right for you.

The Three Primary Functions of Marketing
Social media has really changed the marketing landscape. It has challenged our traditional paradigms of lead generation, prospect conversion and account development. I call these the three primary functions of marketing, a marketing fundamentals lesson I teach in my consulting projects, however I can see that they are rapidly changing. Many businesses have poor marketing performance, simply because their approach to these three primary functions of marketing are outmoded. Let's take a look at how they are changing...

Lead-Generation = 'Lead Procurement'
Lead generation refers to the ability to generate leads or people who are interested in buying our products or services.

The word 'generate' is focused on producing. It conjures up images of a industrialized production plant churning out thousands of commoditised products, which is not dissimilar to the Henry Ford's manufacturing plant in the early twentieth century that would gladly produce any colour Ford you want, so long as it's black.

'Procurement' is a much better descriptor. Procurement is all about obtaining something through care and effort. It epitomizes a quality over quantity approach. If we are procuring leads, we are carefully attracting them in lower quantities, rather than generating them in high volume. Less effort is then required for a smaller number of high value leads.

Lead generation is a contradiction in itself because we aren't generating the leads or potential customers we want to work with. They already exist out there in the market. It's our job to attract or procure them. Perhaps in smaller numbers, but with greater effectiveness.

Prospect-Conversion = 'Prospect Influence'
Prospect conversion refers to the ability to convert a potential customer into a paying customer.

However once again, we're looking at a contradictory term. As businesses, we don't have the ability to convert anyone to our point of view. A prospective customer who decides to pay for our product or service has made this decision internally by there or own prerogative and choice. Our job is to influence them, which is why 'prospect influence' describes this primary function more accurately.

Influencing is all about having the capacity to affect someone's behaviour or choices. It usually begins by acknowledging that we don't really have any direct control over someone else's choices. We only have the ability to persuade or influence them to make a choice we feel will be mutually beneficial (for them as a customer, and for us as a business)

Account-Development = 'Relationship Building'
Account development refers to the development or growth of key customer accounts that will increase our businesses revenue.

The moment we look at our clients as 'accounts' we run into trouble. We are seeing them as walking bank accounts which we must extract the maximum cash value from. Perception is reality, and perceiving clients as 'accounts' moves us away from what we really need to do to create mutual value, which is relationship building.

We all know that relationships, particularly in B2B businesses, are the lifeblood of our revenue. Rather than seeing our clients as walking bank 'accounts' we need to look at how we can build more and more trust with them. There is a direct correlation between the revenue we receive from a client and the level of trust that exists. This level of trust can be affected even by seemingly insignificant things like keeping our word, clarifying client expectations, exceed the value of service we've promised to deliver, and having a genuine interest in the client even if it doesn't appear to be relevant to our products or services.

Some might say, well I can't afford to give this level of attention to all my clients, they would have me and my team running around all day for nothing! If that's the case, perhaps it may be time to fire some clients? This may sound scary to some businesses and especially for start-ups, however time spent on a smaller selection of client relationships with high levels of trust will, always be more profitable than time spent on a larger selection of clients where there is a below average level of trust.

Practical tips
If you find that your businesses marketing just isn't packing the punch you would like, in terms of procuring leads, influencing them to buy, and building profitable client relationships, you might need to look at how you're approaching marketing. Start with these practical marketing 2.0 tips to boost your marketing effectiveness:

1) Define your ideal client- write down 10 bullet points describing who exactly your ideal client is.

2) Increase your lead quality- filter all incoming leads according to your ideal client criteria, with the aim of reducing lead quantity.

3) Screen your prospects- develop 2-3 screening questions you can ask a prospect (preferably over the phone) before meeting them to ensure they are a worthwhile prospect to invest time and effort influencing.

4) Don't underestimate the small things- ensure small acts such as keeping your word and doing follow-up calls/meetings with key clients are completed in a consistent manner. You'll be surprised how much trust small acts of integrity can build with your valuable clients when done consistently.

In concusion, ask yourself, what lead generation activities am I spending on, and how many of leads being generated are becoming paying clients? Ask yourself, what prospect conversion activities do we do and how effective are they converting prospects into paying clients?
Related: Sourcing New Clients? Decide On A Marketing Strategy First

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Marketing 2.0: How To Make Your Marketing More Effective

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7 min read Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media. We all know that social media is disrupting the way sales and marketing work- old paradigms like lead-generation, prospect-conversion and account-development, are no longer as effective in a modern marketing 2.0 world, where social media enables direct relationships with consumers and clients.

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México, D.F. - La mercadotecnia juega un papel básico y fundamental para la comercialización de un producto, esto por medio de estrategias que conllevan diversos estudios, tanto de la sociedad como del mercado. Debido a esto se han generado distintos tipos de marketing como el 1.0, 2.0 y 3.0. Te diremos de qué se trata cada uno.
Notas relacionadas:
1. Marketing 1.0 Cómo aplicar el diseño de productos en una acción de marketing
2. Marketing 2.0 La importancia del marketing sensorial en el punto de venta
3. Marketing 3.0 4 formas en las que ha cambiado el marketing de películas
Tiene como base el producto, pues desarrolla todas sus estrategias al rededor de él. Se basa en las necesidades básicas del público sin llegar a tocar sentimientos o impresiones. Su difusión de hace en medios tradicionales como televisión y radio, por lo que no está presente en Internet. Cabe destacar que su mensaje no propicia una retroalimentacion por parte del cliente, ya que es unidireccional.

A diferencia del anterior, este tipo de marketing desarrolla estrategias con base en el consumidor, se encarga de conocerlos y satisfacer sus necesidades, además de que resaltan sus sentimientos y la ampliar capacidad para evaluar diferentes productos. Es por lo anterior que el marketing 2.0 se comunica, además de medios tradicionales, con interactivos que promuevan la participación de la sociedad y de esta forma obtener retroalimentacion constante.

Se basa en los valores de la sociedad, por lo que busca reforzar la imagen integral de la persona y así crear un mundo mejor y equilibrado. Al igual busca mejorar el medio ambiente y retoma tendencias del green marketing para reforzar productos y campañas. Busca un retroalimentacio originada por varias fuentes, es decir, multidireccional, tanto para la marca como para un conjunto de personas.

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¿Qué es marketing 1.0, 2.0 y 3.0? Aquí te lo decimos

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La mercadotecnia juega un papel básico y fundamental para la comercialización de un producto, esto por medio de estrategias que conllevan diversos estudios, tanto de la sociedad como del mercado. Debido a esto se han generado distintos tipos de marketing como el 1.0, 2.0 y 3.0. Te diremos de qué se trata cada uno.

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Según el 33% de los encuestados, en los próximos cinco años los perfiles de talento más buscados para complementar los equipos de marketing serán científicos de datos y analistas. Por otra parte, el 31% opina que la inteligencia artificial y automatización en la vida de los consumidores será la macrotendencia más importante que afectará la disciplina del marketing. En cuanto a los componentes más importantes que contribuyen al éxito de la transformación digital, el 78% de especialistas identifican tener una estrategia de datos conectados, mientras que el 59% indican que se encuentran construyendo su infraestructura tecnológica adecuada.
http://amdia.org.ar/site/como-sera-el-futuro-del-marketing-en-los-proximos-10-anos/

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Se centra en el producto.

Tiene difusión solo en medio tradicionales.

Se basa en las necesidades básicas del cliente.

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-involves its audience in product creation
-combine administration and services with a strategic mission and positive qualities.
-Spiritual marketing encompasses ethics and values adopted by an organisation
-Winning customer loyalty

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The new approach to customer value proposition, which embodies Engagement, Experience, Exclusivity and Emotion.

Emotional branding is what makes a business stand out.

In the face of technological development, the role of marketers, apart from the creative one, will require the knowledge and command of tools, most likely, AI-fueled tools.

Most consumers wouldn’t care if 73% of brands disappeared for good

Digital media monitoring and analytics the goldmine of insights

Build intimate one-to-one relations

Influencer marketing is a key to Millennials’ world

9 Thoughts About the Future of Marketing - Trends & Changes | Brand24 Blog

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- El consumidor es quien esta al mando
- Multi channel marketing
- Hace uso de los intereses del consumidor
- Analiza grandes cantidades de datos de los comportamientos de los usuarios

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*El cliente tiene la razón
*Tecnología

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Catching attention and connecting with today’s digitally savvy consumers to drive the message home is no mean feat. Challenges are manifold-- today’s consumers have several touchpoints to make shopping decisions, attention spans are dwindling, and competition is stiff. Further, segmentation is complex than ever before as the same consumer can purchase a product from high or low-price range. For instance, the same customer who prefers lowest fare flight could also purchase the latest version of Apple phone or watch.

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Prasenjit Roy

It's one of the most interesting, as well as challenging, times to be working in the marketing domain. Catching attention and connecting with today's digitally savvy consumers to drive the message home is no mean feat. Challenges are manifold-- today's consumers have several touchpoints to make shopping decisions, attention spans are dwindling, and competition is stiff. Further, segmentation is complex than ever before as the same consumer can purchase a product from high or low-price range. For instance, the same customer who prefers lowest fare flight could also purchase the latest version of Apple phone or watch.

Clearly, amidst these rapidly changing customer expectations, conventional marketing dictums no longer hold true. This new era has placed new demands upon marketers. They not only need to be creative to deliver relevant messages but need to deliver it to the relevant customer through the relevant touchpoint. This requires marketers to arm themselves with the right tools and be on the top of emerging trends.

Prasenjit Roy

With marketing landscape undergoing a tectonic shift, its near future looks significantly different from its current state. Let's look at the key trends that will shape marketing in 2025:

1. AI-first approach: It's been a while that AI and machine learning have been at the top of every marketing trend list, and rightly so. From enabling more accurate, real-time analytics and measurement; improving customer experience and support; optimizing product line pricing strategy to minimizing customer churn, AI and machine learning bring massive benefits to marketing. According to Forbes findings, 75% of enterprises using AI and machine learning in 2018 were able to enhance customer satisfaction by 10%.

Read Also| Campaign Trail: Ads that caught the reviewer's attention for the right reasons

AI-powered chatbots are being looked at as the next big thing in customer relationship management as they can understand complex requests and personalize responses. As per Research and Markets analysis, over 50% of customer queries may be managed today via AI-based chatbots and the global AI enabled market will reach $2.2bn by 2024. As the technology continues to mature and interesting use cases come to light, expect 'AI-first' strategy to be the new normal in marketing by 2025.

2. The rise of voice marketing: The increased use of voice assistants has opened new door of opportunities for marketers. As it allows for contextual interactions with users, voice-enabled technology is being viewed by marketers as a tool that can help them take personalization to a completely new level altogether. In 2017, Juniper Research estimated that voice ad spend could reach $19 billion by 2022. While currently there are no real use cases as voice is still in nascent stages, the engagement, target reach and interactivity potential offered by voice marketing brings a business value proposition too huge to be ignored by marketers. With Gartner forecasting 30% of all Internet searches will be done without a screen by 2020, marketing gurus are placing huge bets on voice being the future of marketing.

3. Virtual Reality will make a big impact: As marketers continue to look for tools to offer more engaging, interactive and personal experiences, virtual reality emerges as a clear winner. By allowing for engaging storytelling, virtual reality enables users to connect with a brand with emotional intensity unimaginable with traditional media. It places the brand closer to the customer and reinforces brand loyalty. Leading automobile makers and smartphone manufacturers are already at the forefront in using virtual reality for delivering 360-degree interactive experiences. By 2025 as the Virtual Reality market continues to boom (from $7.9 billion in 2018 to $53.6 billion in 2025 as per MarketsandMarkets research), virtual reality will become the standard part of marketing campaign.

4. Data will drive key marketing decisions: Mass, untargeted broadcasting will become passé and data will be at the heart of marketing strategy. Data is around us everywhere, which gives us key insights into customer expectations and buying patterns. As more and more devices-right from cars to home appliances continue to be connected-it will provide brands the opportunity to create smarter, customer-centric communication. By 2025, marketers will be slicing and dicing metadata for actionable insights and highly specific marketing. Brands will use complex combinations of personal data, location data and environment data to target their customers with the right message at the right time on the right device.

5. Blockchain's potential will be explored: Blockchain is the latest buzzword around and is being touted as a technology that can bring dramatic transformation to a wide range of industries. Marketing is no different. With blockchain, marketing can address some of its biggest concerns and challenges. Resolving privacy concerns, increasing transparency in terms of identifying bots and building consumer trust are some of the key areas where blockchain's potential is being evaluated currently. As with any nascent technology, there will be some challenges, pitfalls and learning in adoption. That said, by 2025 expect to see some innovative use cases of blockchain.

In a nutshell, 'Everything for everyone, customized' is the mantra that will evolve the future marketing trends. Technology will emerge as the core fabric of marketing to listen and understand customer's demands and meet their expectations.

-The author is senior executive vice president and chief marketing officer, NTT - Netmagic. Views expressed are personal.

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Marketing in 2025: Five key trends that will drive the future - ET BrandEquity

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Prasenjit Roy It's one of the most interesting, as well as challenging, times to be working in the marketing domain. Catching attention and connecting with today's digitally savvy consumers to drive the message home is no mean feat. Challenges are manifold-- today's consumers have several touchpoints to make shopping decisions, attention spans are dwindling, and competition is stiff.