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Ch1 Defining Marketing in the New Reality

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Ch1 Defining Marketing in the New Reality

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VCoach Bong De Ungria

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The document discusses the evolving landscape of 21st century marketing, emphasizing its critical role in business survival and growth. It outlines key concepts, such as the importance of marketing for all entities, the necessity for holistic strategies, and the need for companies to adapt to increased competition and consumer power. Additionally, it highlights the requirement for marketing to accomplish eight essential tasks to remain effective. - View online for free

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Ch1: The Power Shifts to the Connected Consumer

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Ch1: The Power Shifts to the Connected Consumer

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The Connected Consumer. Carla Porticos

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CH1 The Power Shifts to the Connected Consumer

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Ch1: The Power Shifts to the Connected Consumer

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Ch1: The Power Shifts to the Connected Consumer

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COSLA Video Requirement of DIGIMA R26 T5 class under Prof Bong de Ungria

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Ch3 The Influential Digital Subcultures. Bryan Yu

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Ch3 The Digital Influential Subcultures (Marketing 4.0)

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Ch3 The Influential Digital Subcultures: Bryan Yu

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The Digital Age brings a lot of new things in Marketing. There are New Tactics, New channels and the like. So to increase probability of getting brand advocacy or one must consider the most influential spheres in the Digital Arena. The Influential Digital Subcultures

one of the essential task in marketing is communicating value. And in the digital world Brand advocacy plays a big role in such communication. However, to be efficient one must achieve the greatest effect with the least possible effort. And so we tap into the 3 most influential Digital subcultures. Youth, women, netizens.

So Tonight is the Night, We are gonna explore each subcultures, their characteristics and some sample applications

First subculture, Youth are mostly underestimated due to low buying power as compared to adults
But youth from 10 to 24 years old holds significant number of the population,
and they easily respond to the latest form of marketing communications
Some marketers even influence their mind early on because of the potential profits in the near future

Youth are Early adopters because they are not afraid of experimentation. So they are fond of trying new products and experience new services that older generation deem too risky
Remember the at the early moments of the pandemic, what did the youth do during lockdown?

Youth were the reason for the rise of Tiktok!!!

Since Youth Demand everything instantly, They are very agile when it comes to trends, shifting from one trend to another, Their tribal nature also makes them Fragmented leading to a lot of different preferences. How quickly was Momoland replaced by BTS and now BlackPink is the next big thing. And this happened in 2 to 3 years. That is agility. Despite that the seasoned marketers use this to project trends in the near future.

Due to globalization and technological advances Youth become increasingly concered about whats happening around them, and would be quick to react given the opportunity.
So Some of them are used as tools for political campaign, but politics is a salty matter, so lets move to another example.

When then 16 year old Climate Evangelist Greta Thunberg challenged world leaders for action against climate changed, it inspired lots of Youth demonstration regarding climate change all over the Globe.

Lets move on to the 2nd sphere of Influence, Women, Now this is very obvious. Since the dawn of modern marketing women have been a major target. Why because they compose roughly half of the population. They are so important that there are so many books and strategies to market to women. And if we look back to history, Gillette more than double his revenue when the company targeted women by convincing them that shaved legs are very sexy. And De beers, they are the reason why every man saves 3 months of his salary to buy an engagement ring. Because of their slogan "A Diamond is Forever"

during the 1920's diamonds were not popular back then, but then De Beers marketed it as engagement ring with the slogan "A Diamond is Forever" So Walang Diamond, Walang forever. And Women's Magazines, are advertising catalogues disguised as a reading material.

Both men and women are information collectors. Men concentrates on things they are passionate about, like when they buy an SUV, they would compare DMAX Montero and fortunaire reg fuel consumption, handling, down to the itty bitty details even the future accessories that we will be planning to buy. However women, scrutinize a wider range of products, not just things they want but things they need. Like Gucci, channel LV, eerrrr Commodities, I meant commodities, household products, what shoes to buy for the children, whether its comfort or durability.
Like men they also research the net and seek other peoples opinion, they read customer review in order to get the best possible product, or the best value. But women spread information more efficiently. According to Estée Lauder, she relied on Telephone, Telegram, Tell a woman.

((To explore more, Women spend hours in stores scrutinizing each product. They research more and seek out opinion of others, Women want the best product or the best solution, No wonder women reviewing random household objects in youtube usually gains a lot of following and a lot of views. They also said that when shopping online, women tend to read customer reviews more than men. ))

Women usually take the Spiral path to purchase, They Love to do personally do the groceries even if they can have someone else do it for them. They enjoy being exposed touchpoints, hence exposed to more forms of marketing communications. However, they are not so vulnerable, women most likely scrutinize everything from value, functional and emotional benefits and a like. So even if they are exposed to a lot of marketing they won't immediately bite.

2 words men live by, "Yes Dear!" women are Not just household managers, Women get to decide almost everything. Any marketer would be crazy not to target them for brand Loyalty.

Women are the Chief Financial Officer, Purchasing Manager and Asset Manager of the Family. They decide what brands to buy on most of the household products

Now that's a huge influence.

Since women scrutinize and compare products so extensively, Further more they only wants whats best for their family, Nido just simply wants them to "Check the Label" Simple, Direct to the Point, Confident, most of all Effective marketing slogan. Really, is there anything else to say?

Lets move on to the third subculture, the Netizens, no they are not those keyboard warriors, Snowflakes, and trolls
Netizens are the True Citizens of Democracy, Content Created and shared of the people, by the people and for the people
Not all Internet users are netizens but only those who actively participate. They belong to the category Collectors Critics and Creators of Forresters Technographic Ladder

Netizens are social connectors since way before social media, they join online forums, engage in chat groups. But social media makes it even more accessible and widespread. They could send and receive message to individuals or to several groups.
They still have to be anonymous or be as themselves. Being anonymous provides more freedom in interaction as it removes inhibitions. It also protect netizens from trolls, bullies, or even malicious individuals that might extort, threaten, or steal identity.
Anonymity mitigates risk. On the other hand interacting as ones self in social media opens a whole avenue of interaction as it fosters trust, fidelity, and kinship. Interactions shifted from Avatar to a more personal form at the price of some vulnerability. Hence some entrepreneurs in risky areas in the country often opted to use pseudonyms on social media instead.

Filipinos are very social and expressive people. We are on of the highest on hours spent on social media. Probably because half of those times are spent on loading times since we also rank as one of the slowest internet connection in Asia.
As netizens interact they gain the F factor, Followers, Fans, Friends. As consume products and services on their daily lives some becomes passionate and tells online friends about it.
Others put reviews on online shopping platforms. While others even create video reviews about it on online platform. These opinions are from the customers point of view. Something that advertising could never replace.

So do your part, post your vaccination pictures on social media to encourage more vaccinations. And add those Covid Vax frames to your profile pic. so we can finally achieve herd immunity. Have pity on me guys, I need to get out of my house.

Genuine content contributors are authors of webpages blogs ebooks, videos called vlogs or basically any digestible media format on the internet. They would share facts, opinions, tips, how to's, experiences and more. But they need incentives for the time and effort they spent to share them. And not all video's gets monetized because they won't comply with standards set by the media platform. For example videos reviews about Firearms or Self defense. Hence Content Creators ask for support, or go to Affiliate marketing programs. Furthermore, companies whose target market are similar to vloggers audience would sponsor the video in exchange for the vlogger showcasing their products and services.

For Application. Kingston is the Leading producer of computer RAM and SSD. HyperX was Kingston's Division that makes gaming peripherals like keyboard headsets, mouse and of course gaming RAM. When HP acquired HyperX from Kingston earlier this year for its peripherals, Kingston could no longer use the hyperX brand to market its gaming memory. It needs to launch a new brand soon.
Introducing the Kingston fury. Kingston High end RAM products that caters to Gamers.

Their most recent and hippest promo as to the creation of this video is the Kingston Dance to win contest. This one aims to gain customer involvement and influence. netizens need to apply Kingston profile pic for their Facebook profile. Then submit a video with any Kingston filters. Kingston will choose the best video and give prizes. A real contest, not a solicitation of likes and shares.

Kingston a Company that produces Memory for Computers Sold its HyperX Gaming Peripherals division to HP
Kingston Launch a new product to penetrate the Gaming Market, The Kingston Fury, A high end Computer Memory for Gamers. One of its Marketing Promo is the Dance to Win, where in they submit a dance video while changing their Facebook profile to Kingston fury for a chance to win giveaways. Goal is to spread the new brand to as many netizens as possible. Promotion is still on going so effects are yet uncertain

There are 3 Influential Subcultures, Youth to Acquire, Women to Grow and Netizens to Expand ones reach.

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The Digital Age brings a lot of new things in Marketing. There are New Tactics, New channels and the like. So to increase probability of getting brand advocacy or one must consider the most influential spheres in the Digital Arena. The Influential Digital Subcultures one of the essential task in marketing is communicating value.

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Ch 9: Content Marketing for Brand Curiosity

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Ch 9: Content Marketing for Brand Curiosity

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Chapter 9 Content Marketing for Brand Curiosity

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Chapter 6: Marketing Productivity Metrics. Sanch Santiago. Youtube link: https://youtu.be/chxeqUTvIGo

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COSLA DigiMa Chapter 6: Marketing Productivity  Metrics

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Chapter 6: Marketing Productivity Metrics

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Chapter 6: Marketing Productivity Metrics

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Chapter6: Marketing Productivity Metrics. Sanch Santiago. Slideshare URL:  https://www.slideshare.net/CristinaSantiago33/cosla-chapter6-marketing-productivity-metrics

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Cosla chapter6 Marketing Productivity Metrics

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Chapter 11: Engagement Marketing for Brand Affinity

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Chapter 11: Engagement Marketing for Brand Affinity

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CH11 Engagement Marketing for Brand Affinity

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Chapter 11 Engagement Marketing for Brand Affinity (PPT)

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Chapter 11 Engagement Marketing for Brand Affinity (PPT)

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Chapter 11: Engagement Marketing for Brand Affinity

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Chapter 11: Engagement Marketing for Brand Affinity

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CH 2: The Paradoxes of Marketing to Connected Customers

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CH 2: The Paradoxes of Marketing to Connected Customers

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Super Sales Hero, Santi Escoto

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Ch 2: The Paradoxes of Marketing to Connected Customers

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CH2: The Paradoxes of Marketing to Connected Customers

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CH2: The Paradoxes of Marketing to Connected Customers

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Slideshare url: https://www.slideshare.net/santiescoto/ch2-the-paradoxes-of-marketing-to-connected-customers

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CH2: The Paradoxes of Marketing to Connected Customers

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Kotler, et. al. (2017) Marketing 4.0: Moving from Traditional to Digital Presented by: Santi Escoto V86.6 Digi R26 under Prof Bong de Ungria

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Ch1: Defining Marketing in the New Realities

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Ch1: Defining Marketing in the New Realities

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Audit Guru Lloyd Moraño

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MARKETING IN THE NEW REALITIES - COSLA VIDEO

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A TSDIGIMA Project of the MBA Regis Program, Ateneo Graduate School of Business

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1. 1. Out with the Old, In with the New Defining Marketing in the New Realities Lloyd Ryan C. Moraño TSDIGIMA R26 | MBA Regis Program Ateneo Graduate School of Business

2. 2. people + organizations + activities www.linkedin.com/in/lloydmoraño Good marketing is no accident.  an art and a science  extends to society as a whole  strong brands and loyal customer base  creative, practical solutions

3. 3. people + organizations + activities www.linkedin.com/in/lloydmoraño Good marketing is no accident. Hello, I'm Lloyd Marhaba, I'm Ameera Salam, I'm Mohamed

4. 4. Outline What are we learning? www.linkedin.com/in/lloydmoraño 1. Transformative forces affecting marketing 3. Updating the Four Ps of marketing 2. Transcending through "holistic" marketing 4. Application of concepts

5. 5. 1. May the "force" be with you?! Transformative forces affecting marketing www.linkedin.com/in/lloydmoraño Three transformative forces: 1. Technology 2. Globalization 3. Social responsibility

6. 6. 1. May the "force" be with you?! Transformative forces affecting marketing www.linkedin.com/in/lloydmoraño Three transformative forces, cont'd  Enhancing digital balance sheet  Sharing information is power Traditional marketing activities are profoundly affected!!!

7. 7. 1. May the "force" be with you?! Transformative forces affecting marketing www.linkedin.com/in/lloydmoraño Three transformative forces, cont'd  Countries increasingly multicultural  Changes innovation and product development 87% of companies planned to increase multicultural media budgets

8. 8. 1. May the "force" be with you?! Transformative forces affecting marketing www.linkedin.com/in/lloydmoraño Three transformative forces, cont'd  Corporate social responsibility  Consumer's and society's long-term well-being Successful marketing is thus distinguished by its human or emotional element

9. 9. 1(a). Work hard. Have Fun. Make History. a closer look on the concept application for www.linkedin.com/in/lloydmoraño Amazon.SA (Saudi Arabia) an American multinational technology company which focuses on e- commerce, cloud computing, digital streaming, and AI

10. 10. 1(a). Work hard. Have Fun. Make History. a closer look on the concept application for www.linkedin.com/in/lloydmoraño Amazon.SA (Saudi Arabia) Combines the power of technology and its global reach

11. 11. 1(a). Work hard. Have Fun. Make History. a closer look on the concept application for www.linkedin.com/in/lloydmoraño Amazon CSR and Sustainability Revolutionize the way goods and services are produced, sold, and consumed, balancing growth with sustainability

12. 12. 2. A hole in one. transcending through "holistic" marketing www.linkedin.com/in/lloydmoraño Holistic Marketing Concept  development, design and implementation of marketing programs, processes, and activities  broad, integrated perspective

13. 13. 2. A hole in one. transcending through "holistic" marketing www.linkedin.com/in/lloydmoraño Holistic Marketing Concept, cont'd. Four components:  Relationship - mutual, long-term relationships  Integrated - whole is greater than the sum of its parts  Internal - employees who want to serve customers well  Performance - financial and non-financial returns to business and society

14. 14. 2(a). Where energy is opportunity a closer look on the concept application for www.linkedin.com/in/lloydmoraño Saudi Aramco, officially the Saudi Arabian Oil Company, is a Saudi Arabian public petroleum and natural gas company based in Dhahran, KSA

15. 15. 2(a). Where energy is opportunity a closer look on the concept application for www.linkedin.com/in/lloydmoraño  Relationship marketing  Forging ties with China and Japan and collaborations in North America Europe and Asia  Enable the sustainable development in the Kingdom  Integrated marketing  Integrate business across the hydrocarbon value chain to create an impact  Strategize to partner with local downstream- integrated players

16. 16. 2(a). Where energy is opportunity a closer look on the concept application for www.linkedin.com/in/lloydmoraño  Internal marketing  Strengthen its position as an employer of choice  Performance marketing  Lead in technology development and innovation  Investments in market venture  Culture of innovation and exploration

17. 17. 3. The BIG switch! updating the four Ps of marketing www.linkedin.com/in/lloydmoraño Modern 4Ps:  People  Processes  Programs  Performance

18. 18. 3. The BIG switch! updating the four Ps of marketing www.linkedin.com/in/lloydmoraño

19. 19. 3(a). Building trust for today and tomorrow a closer look on the concept application for www.linkedin.com/in/lloydmoraño PricewaterhouseCoopers (PwC) is a multinational professional services network of firms, operating as partnerships under the PwC brand. PwC provides audit and assurance, consulting and tax services

20. 20. 3(a). Building trust for today and tomorrow a closer look on the concept application for www.linkedin.com/in/lloydmoraño  People  Creating value through diversity  Processes  More than just doing the right thing

21. 21. 3(a). Building trust for today and tomorrow a closer look on the concept application for www.linkedin.com/in/lloydmoraño  Programs  Contributing to sustainable, enterprising economies  Performance  Beyond our footprint

22. 22. Summary defining marketing in the new realities www.linkedin.com/in/lloydmoraño Reference: Chapter 1 Marketing Management 15E Kotler and Keller 1. Transformative forces affecting marketing 3. Updating the Four Ps of marketing 2. Transcending through "holistic" marketing 4. Application of concepts https://www.amazon.com https://www.aramco.com https://www.pwc.com

23. 23. Connect and follow for other video presentations, visit me at: www.linkedin.com/in/lloydmoraño LinkedIn: https://www.linkedin.com/in/llo ydmoraño/ Wordpress: https://lloydmorano.com

24. 24. Out with the Old, In with the New Defining Marketing in the New Realities Lloyd Ryan C. Moraño TSDIGIMA R26 | MBA Regis Program Ateneo Graduate School of Business

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Ch1: Defining Marketing in the New Realities

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A TSDIGIMA Project of the MBA Regis Program, Ateneo Graduate School of Business Read more 1. Out with the Old, In with the New Defining Marketing in the New Realities Lloyd Ryan C. Moraño TSDIGIMA R26 | MBA Regis Program Ateneo Graduate School of Business 2.

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COSLA Chapter 5 The New Customer Path

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COSLA Marketing 4 0 Chapter 5 by JR Encarnacion

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DIGIMA COSLA Chapter 5: The New Customer Path

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Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

Headline from https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-113276

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Cosla marketing 4.0 chapter 5 by jr encarnacion

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Ch 19: Managing Digital Communications: Online, Social Media, and Mobile

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Ch 19: Managing Digital Communications: Online, Social Media, and Mobile

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Ready Rye Nazareno

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Chapter 19 Managing Digital Communications  Online, Social Media, and Mobile COSLA

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#ManagingDigitalCommunications #Online #SocialMedia #Mobile #DigiMa #V86.6 #VCoach #AGSB

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1. 1. https://www.linkedin.com/in/ryanjerardnazareno/ Communicating Value Ryan Jerard Nazareno V86.6 Digital Marketing Ateneo Graduate School of Business MANAGING DIGITAL COMMUNICATIONS: ONLINE, SOCIAL MEDIA, AND MOBILE

2. 2. 1. Has three main platforms for social media Outline: MANAGING DIGITAL COMMUNICATIONS... 2. Covers the scope of mobile marketing 3. Considers viral marketing as word of mouth https://www.linkedin.com/in/ryanjerardnazareno/

3. 3. 1a. How many social media platforms does digital communications have? It has three main platforms for social media Online Communities Blogs Social Networks https://www.linkedin.com/in/ryanjerardnazareno/

4. 4. 1b. Local Application Philippine National Bank's Social Media With 571k FB followers With 16.4k IG followers With 5.2k YouTube subscribers https://www.linkedin.com/in/ryanjerardnazareno/

5. 5. 1b. Local Application Philippine National Bank's Social Media With 69.4k LinkedIn connections With 4.5k Twitter followers https://www.linkedin.com/in/ryanjerardnazareno/

6. 6. 2a. Does digital communications cover mobile marketing? It covers the scope of mobile marketing https://www.linkedin.com/in/ryanjerardnazareno/

7. 7. 2b. Local Application Shopee as a mobile application https://www.linkedin.com/in/ryanjerardnazareno/

8. 8. 2b. Local Application Shopee as a mobile application https://www.linkedin.com/in/ryanjerardnazareno/ Promos Deal Offerings Load, Bills, & E-Services

9. 9. 3a. What online concept does digital communications consider as word of mouth? It considers viral marketing as word of mouth https://www.linkedin.com/in/ryanjerardnazareno/

10. 10. 3b. Local Application Champion's FB post for Diaz's Olympic win https://www.linkedin.com/in/ryanjerardnazareno/

11. 11. 3b. Local Application Kwentong Jollibee's Vow https://www.linkedin.com/in/ryanjerardnazareno/

12. 12. 1. Has three main platforms for social media Summary: 2. Covers the scope of mobile marketing 3. Considers viral marketing as word of mouth MANAGING DIGITAL COMMUNICATIONS... https://www.linkedin.com/in/ryanjerardnazareno/

13. 13. Communicating Value Ryan Jerard Nazareno V86.6 Digital Marketing Ateneo Graduate School of Business MANAGING DIGITAL COMMUNICATIONS: ONLINE, SOCIAL MEDIA, AND MOBILE https://www.linkedin.com/in/ryanjerardnazareno/

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Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile COSLA

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ManagingDigitalCommunications #Online #SocialMedia #Mobile #DigiMa #V86.6 #VCoach #AGSB Read more 1. https://www.linkedin.com/in/ryanjerardnazareno/ Communicating Value Ryan Jerard Nazareno V86.6 Digital Marketing Ateneo Graduate School of Business MANAGING DIGITAL COMMUNICATIONS: ONLINE, SOCIAL MEDIA, AND MOBILE 2. 1. Has three main platforms for social media Outline: MANAGING DIGITAL COMMUNICATIONS... 2.

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Glosel Matias
YouTube Link: https://www.youtube.com/watch?v=wT-Fbqc6uyA

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Glosel Matias
Slideshare Link: https://www.slideshare.net/secret/vwAkrDoSaIGIeU

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Concept Synthesis and Local Application

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1. 1. COSLA Concept Synthesis and Local Application

2. 2. HOWTO WOW Chapter 12: Epilogue Marketing 4.0 Kotler Moving From Traditional to Digital

3. 3. COSLA Concept Synthesis and Local Application CONTENTS: 1. What is Wow? 2. Characteristics 3. Levels 4. Local Applications

4. 4. WOW is an expression that a customer utters when experiencing speechless delight. The WOW factor is what differentiates a brand from its competitors. 1. WHAT IS WOW?

5. 5. WHEN WAS THE LASTTIME YOU EXPERIENCED A Moment?

6. 6. ONLY GOOD ONES...

7. 7. Thereare characteristics 3 Of wow It deviates from expected outcome. SURPRISING 2. CHARACTERISTICS

8. 8. Thereare characteristics 3 Of wow It can be triggered only by the person experiencing it. personal 2. CHARACTERISTICS

9. 9. Thereare characteristics 3 Of wow It will be advocated and spread by those who experience wow moments. contagious 2. CHARACTERISTICS

10. 10. ONLY BYCHANCE? CANIT BE ORCHESTRATED? DEFINITELY!

11. 11. Winners create wow bydesign. They do not leave wow moments to chance.

12. 12. Thereare levels from the customer's point of view Focused only on the needs and wants of customers. ENJOY 3. LEVELS 3

13. 13. Thereare levels from the customer's point of view Pushes further to deliver compelling customer experience. EXPERIENCE ENJOY 3. LEVELS 3

14. 14. Thereare levels from the customer's point of view Personally engages customers and enables them to self-actualize. ENGAGE ENJOY EXPERIENCE 3. LEVELS 3

15. 15. Thereare levels from the customer's point of view ENGAGE ENJOY EXPERIENCE 3. LEVELS 3

16. 16. HOW CANIAPPLYIT? 1. Make itintentional. 2. In everything Ido,aim toexceedthenormal. Excellence, not perfection -- can bring out the wow. 4. LOCAL APPLICATIONS

17. 17. SUMMARY 2. Wow moments are characterized by: surprising, personal and continuous. 1. Wow is when we delight the customer and it differentiates a brand from competitors. 3. The 3 Levels of Wow are: Enjoy, Experience and Engage. 4. By being intentional and aiming for excellence, we can deliver Wow.

18. 18. Beamazed by the woW Moments wewilldeliver.

19. 19. HOWTO WOW Chapter 12: Epilogue Marketing 4.0 Kotler Moving From Traditional to Digital

20. 20. Presented by: GLOSEL MATIAS For DIGIMA V86 08.08.2021 Thank you for watching! https://www.linkedin.com/in/glosel-matias-10a867218/

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Concept Synthesis and Local Application Read more 1. COSLA Concept Synthesis and Local Application 2. HOWTO WOW Chapter 12: Epilogue Marketing 4.0 Kotler Moving From Traditional to Digital 3. COSLA Concept Synthesis and Local Application CONTENTS: 1. What is Wow? 2. Characteristics 3. Levels 4. Local Applications 4.

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Ch 4 - Marketing 4.0 - Moving from Traditional to Digital

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Ch 4 - Marketing 4.0 - Moving from Traditional to Digital

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By Mercy Caba

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Marketing 4.0 - Moving from Traditional to Digital

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Ch 4 - Marketing 4.0 - Moving from Traditional to Digital

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Ch 4 - Marketing 4.0 - Moving from Traditional to Digital

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By Mercy Caba

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As digital technology continues to advance, individuals and communities alike change the way they engage with digital media, hence calling for a change with the marketing approach used by businesses.

Good day, everyone. I am Mercy Caba, an MBA-Regis student at the Ateneo Graduate School of Business to discuss about Marketing 4.0 - Moving from Traditional to Digital Marketing.

Today, I am going to discuss 3 key concepts. First is ___

Marketing 4.0 emphasizes the importance of both online and offline engagements between sellers and buyers and authenticity in brands, in order to find a balance between devices with human contact to strengthen customer engagement.

Let's now move on to discuss the four critical shifts from:

Communities are formed by customers on their own accord, which makes them more organic and immune to spamming and irrelevant advertising.

If brands are to enter these communities, they need to fit it in not as a marketer or as a business - but as a friend with a genuine intention of understanding the customers' needs and wants.

The logo is streamlined by the removal of the "Old Fashioned Hamburgers" descriptor, changing the Western style dated letterform to a casual wavy font and giving Wendy a cleaner and bigger look.

Craig Bahner, Chief Marketing Officer at Wendy's stated that: "Every brand evolves over time to maintain relevance with consumers. We're transforming our brand to signal a new dynamic company that's listening and responding to consumer needs."

The emergence of a new marketing mix, the 4Cs - Co-creation, Communal Activation, Currency, and Conversation - allows an increase in customer participation in the new digital economy.

With operations in 190 countries and products used by over 2.5 billion people on a daily basis, Unilever has a massive pool of customers from which to source ideas and solutions to product development questions.

Let's now move on to concept application to YTA

They could get Misleading information from untrusted sites/sources
Possible Lack of physical preparation due to dependency on online information and latest tools & gadgets

In summary, we have covered...

Again, I am Mercy Caba and this is Marketing 4.0 - Moving from Traditional to Digital Marketing. Thank you.

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Marketing 4.0 - Moving from Traditional to Digital

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As digital technology continues to advance, individuals and communities alike change the way they engage with digital media, hence calling for a change with the marketing approach used by businesses. Good day, everyone. I am Mercy Caba, an MBA-Regis student at the Ateneo Graduate School of Business to discuss about Marketing 4.0 - Moving from Traditional to Digital Marketing.

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Chapter 8: Human-Centric Marketing for Brand Attraction

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Chapter 8: Human-Centric Marketing for Brand Attraction

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By: Kiko Gerodias