Page 82 - MYM 2016

Marketing 4.0 in the Digital Economy
fig. 1: optimizing the interchanging role of traditional and Digital Marketing
sources for customers to engage in conversations to evaluate products and services from brands.
➤ from ‘customer Service Processes’ to ‘collaborative customer care’
Traditional customer service revolves around treating customers as kings, but in the collabora- tive customer care approach, they are viewed as equals. While customer service would focus solely on addressing their concerns while still attempting to stick to strict guidelines and standard operating procedures, collaborative care would put genuine e ort into listening and responding to the cus- tomer, consistently following through, on terms agreed upon by both company and customer. In the connected world, this collaborative process is more relevant to customer care wherein customers are invited to participate in the process by using self-service facilities.
integrating Traditional and digital Marketing
Industry observers have been debating for a while whether traditional marketing is dead, in view of the rising in uence of, and marketing spend in, digital marketing. What we believe however is
that digital is not supposed to replace traditional marketing. Both are meant to co-exist and have their own roles to play across the customer journey.
Traditional marketing is still quite e ective
in building awareness and interest in brands, but digital marketing plays a more prominent role as customers go on to build closer relationships with brands. e goal of digital should be to drive action and advocacy, and in view of greater accountability, the focus should be on driving results, as opposed to traditional marketing where the focus should
be on initiating customer interaction. In essence, Marketing 4.0 aims to help marketers identify and prepare for the shi ing roles of traditional and dig- ital marketing in building customer engagement and advocacy. ■
Professor Philip Kotler is the Founder of World Marketing Summit. He is also the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, USA.
Hermawan Kartajaya is the Founder and Chairman of MarkPlus Inc., Indonesia. He is also the co-founder of the Asia Marketing Federation and the current President of the Asia Council for Small Business.
Iwan Setiawan is the Chief Operating O cer of MarkPlus, Inc. He has co-authored the textbook “Marketing 3.0” with Philip Kotler and Hermawan Kartajaya.
82 | MINd YOUr MarkETING OCTOBEr 2016