BuildingBlocksofMarketing
Marketing 5.0 (Marketing in Digital World)
Marketing 5.0 is a forward-looking concept that explores the integration of Next Tech and the New Customer Experience. In this era, business optimization can be achieved when companies successfully leverage technology in service of humanity. Therefore, the foundational principle of the Next Tech concept is rooted in the way humans operate, which is then adopted and enhanced through technology. There are six human capabilities that have been converged into technology to create a technology-driven customer experience
Thinking
The adoption of human thinking by technology is known as Artificial Intelligence (AI). AI enables human thought patterns to be automated and embedded into computers, allowing them to be applied across a wide range of applications.
Communicating
This is made possible through Natural Language Processing (NLP). This technology allows computers to understand human language by processing and analyzing linguistic data.
Sensing
This mimics the human sensory abilities through sensor technology. This technology is essential for understanding customers, their moods, and various contextual factors such as seasons and weather.
Moving
This relates to robotics, which is used in manufacturing, production, and service industries—such as self-service ATM machines.
Imagining
This refers to a set of technologies that enable humans to bring imagination to life by merging the virtual and physical worlds, resulting in Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR).
Connecting
This refers to the use of Internet of Things (IoT) and Blockchain to connect machines with one another, creating a more integrated and efficient technological ecosystem.
With these six elements, The Next Tech continues to evolve, increasingly mirroring the way humans operate—resulting in smarter and more adaptive innovations across various aspects of life. On the other hand, in The New Customer Experience, the customer journey across the 5A stages is no longer linear. Customers can seamlessly move between stages and switch across online and offline channels at any time.
In the digital era, there are five key building blocks that shape a technology-driven marketing strategy.
Predictive Marketing
A strategy that enables analysis and prediction based on current customer activity. For example, if a customer shows interest in Product A, it can be predicted that they may also be interested in Product B.
Contextual Marketing
This focuses on offering personalized products tailored to the preferences and characteristics of specific customer segments. Through this approach, brands can deliver more targeted and relevant services.
Augmented Marketing
This involves integrating digital technology into marketing services. Interaction occurs not only through human interfaces but also through digital interfaces, such as chatbots, augmented reality, and other AI-based technologies.
Data-Driven Marketing
AI can function optimally only when it has access to relevant input and output data. Therefore, data measurement and analysis become critical components in making effective marketing decisions.
Agile Marketing
This emphasizes flexibility and speed in executing marketing strategies. The approach is carried out in a parallel and iterative manner, allowing brands to quickly adapt to changing market conditions and customer needs.
By implementing these five building blocks, companies can develop marketing strategies that are more effective, responsive, and relevant in addressing the ever-evolving dynamics of the market.
Marketing 6.0 (Immersive Marketing)
In Marketing 6.0, the integration between online and offline has reached the stage of Meta-Channel, which follows two earlier stages: Multi-Channel and Omni-Channel.
This is different from Meta-Channel, the most advanced stage in the evolution of omni-channel marketing. Meta-Channel delivers immersive digital experiences within physical environments (online in offline), or conversely, allows real-world activities to be experienced digitally (offline in online).
Meta-Channel integration creates a unified touchpoint where both online and offline experiences occur simultaneously, resulting in a deep and seamless connection between the two realms.
In creating a Meta-Channel, there are 10 building blocks grouped into three categories that work together to deliver a more interactive and immersive experience.
The bottom layer is called The Enabler.
It represents the technological aspects that serve as the core foundation for creating immersive marketing experiences. These include: IoT for data capture, AI for data processing, Spatial computing for experience modeling, AR & VR for the interface, Blockchain for the infrastructure
The second layer is called The Environment.
There are two building blocks in this layer: Extended Reality and Metaverse. Extended Reality (XR) is used to create more vivid and immersive digital environments. The Metaverse serves as a virtual space that enables interaction, transactions, and digital experiences that are more integrated with physical reality.
The third layer is called The Experience.
This includes Multisensory Marketing, which engages multiple senses to create richer and more immersive experiences for customers; Spatial Marketing, which leverages location-based technology to enhance customer interaction with the brand; and Metaverse Marketing, which delivers marketing experiences in virtual worlds or the metaverse, enabling more innovative and interactive engagement.