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what is Marketing 4.0?

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The nomenclature 2.0 3.0 and subsequent nomenclatures serve to indicate new versions of previous products. Therefore, the 4.0 version of marketing is the latest version and vision of marketing, the one that is being practised or is beginning to be practised.

Primarily, this new marketing paradigm is about moving from exclusive to inclusive, from vertical to horizontal, from individual to social, from individual to social, from making the full leap to digital and all its advantages.

These are some of the fundamental bases:

From the 4Ps to the 4Cs:

The so-called 4Cs of marketing(Consumer, Communication, Convenience and Cost) are the result of the revision of a previous theory, that of McCarthy's 4Ps: Product, Price, Place and Promotion. This American accountant developed his theory in the 1960s, in the context of the "marketing mix", i.e. the search for a practical application of theoretical marketing concepts.

However, the evolution of the market, consumer patterns and consumers themselves have made this strategy obsolete over the years. The 4P theory was criticised for being too product-oriented and not consumer-oriented, and the 4Cs were born from this revision. They are the result of transforming McCarthy's 4Ps into a new theory that is oriented towards the consumer's perspective.

In this way, the product is replaced by the consumer, price by cost, place by convenience, and promotion by communication.

As can be seen, the new 4Cs correspond to the same concepts as McCarthy's, changing only the perspective from which they are viewed: the consumer. Putting oneself in the consumer's shoes helps to understand more clearly what the consumer wants, as well as what the competition is offering. Let's learn a little more about each of these four elements.


Omni-channeling is a marketing strategy that tries to connect with potential customers through all possible channels simultaneously. Etymologically, the word is formed by the prefix "omni", meaning totality, and the noun "channel". In marketing, this refers to the medium (physical or telematic) through which customer and company engage in communication. Unlike the term multi-channeling, the particularity of omni-channeling is the use of all channels at the same time, to create a joint and organised communication.

By channel we mean not only the distribution channel, but also the media used for advertising, as well as points of sale and post-purchase communication. Moreover, the use of channels is customised to the market niche (or niches) to be reached. The best omni-channel strategy will always be to strike the perfect balance between content and context.

Likewise, the variety of channels should not mean duplicating efforts. Part of the communication is common to all channels, and there should be a good prior organisation so as not to perform the same task as many times as there are channels. A good resource for this is to have an optimal database.

In short, the most important aspect of omnichannel is to increase the presence of our company, and not only in the prospect's mind, but also to accompany them in all stages of the buyer's journey (recognition, consideration and decision).

Digital marketing or marktech

Martech is the union of marketing and technology, i.e. marketing and technology, the term is the result of the merger of the two disciplines to the extent that the former has become virtually dependent on the latter.

Marketing's move from analogue to technological terrain responds to the same trend that every other profession has followed: the simplification and improvement of tasks thanks to the advantages of technology. But, in addition to that, also because if customers, individuals, start to surf the internet and use technology, then marketing must do so too.

Martech is defined as the set of strategies, solutions, technological tools and devices that a company or enterprise uses to achieve its commercial and marketing objectives. Martech, in this way, triangulates artificial intelligence, marketing automation and traditional marketing strategies. It is, after all, another dimension of online marketing that has grown exponentially and very recently, because in 2011, a study by the Transylvania University of Brasov counted that only 150 companies used martech in their day-to-day business.

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