Marketing 5.0 NOW Next Tech for Humanity

Use for Marketing Communicatiomn

1. MARKETING 5.0
Next Tech for humanity
Consumer behavior
MBA Maria del Pilar Alarcón

2. Evolution of Marketing
Marketing 1.0Marketing 2.0Marketing 3.0Marketing 4.0Marketing 5.0
Product
centric
Customer
oriented
Based in
Values
Twist
towards
digital
Technology
for Humanity

3. Marketing 4.0?
▪Itisatransitiontonewtechs
▪Digitalmarketingstrategiesusetechnologyinwebsite,
emailing,ecommerce,socialmedia,mobileinternet.
▪Marketersusethe“omnichannel”aspartofdigital
marketingstrategy

4. Omnichannel
▪Integratedserviceofcustomer
attention.
▪Communicationschannelsare
designtocooperatebetween
them.
▪Unifytheenquiries,claimsetcin
auniqueplace.
▪Makesureclientsinteractwith
brands,throughtheirpreferred
apps.
▪Itlettoimprovecustomer
experience.

5. The Consumer decision Journey
Source: Mckinsey & Company «Demystifying Social media»

6. Omnichannel advantages
▪Increasesales
▪Improvethereputationofthebrand.
▪Boostcustomerfidelization.
▪Improvetheprocessofthemarketing,sales,andsupport
áreasinthecompany.

7. What is Marketing 5.0?
❑Istheapplicationofnewtechstocreate,communicate,deliver
andenhancevalueacrossthecustomerjourney
❑Istheintegrationbetweenmarketing3(humancentricity)and
marketing4(technologyenabler)

8. New Techs
▪Artificial intelligence
▪Augmented Reality
▪Virtual reality
▪IoT
▪Blockchain
▪PLN (Natural Language
Processing)
▪Sensors
▪Big Data Analytics

9. Artificial Intelligence
▪Wecanhavemorestructuratedinfotogiveoffersto
sometypeofcustomers,thankstotheanalysisofbig
data.
▪Canrevealshoppingandbehaviourpatterns,basedin
bigdata
▪Usefulfore-retailerswhocanrecommendtheright
productsandcontenttoaclusterofshoppersbasedon
theirprofiles
▪Itmakethedifferenceofe-commerceplayersand
otherdigitalbusiness

10. Big Data Analytics
▪Worktogetherwithartificialintelligence
▪Enablesmarketerstopersonalizetheirmarketing
strategytoeachcustomer,processknownas
“segmentsofone”or“marketingonetoone”

11. PepsiCo, Data Analytics
▪Takeadvantageof
dataminingand
regularlylaunches
beverageproducts
basedonin-Depth
analysisofcustomer
conversations in
socialmedia

12. Augmented reality
▪UBER
▪https://www.youtube.com/watch?v=bCcvEVyAXQ0
▪NIKE
▪https://www.youtube.com/watch?v=Xf3VdMENFKs
▪BURGERKING
▪https://www.youtube.com/watch?v=nGU3Z-1zwDM
▪AMOREPACIFIC
▪https://www.youtube.com/watch?v=g8YBYjs8DwM

13. The New Tech in customer experience
Source :
Kottler

14. Marketing 5.0
TechnologyvsStrategy
•Key : Have experts in marketing that are able todesign an
strategy adapted to different technological tools.
•Human being must be the central focus in marketing 5.0
•So, technology should follow the strategy

15. Challenges of Marketing 5.0 –new tech
▪Underlying reasons
▪Generational Gap
▪Prosperity
polarization
▪Digital Gap

16. •Inspiteofthepowerof
AI
onlyhumanscan
understandhumans.
•Marketersneedto
make filtersto
interpretate the
“underlyingreasons”of
thecustomeractions.
Becausethehuman
intelligence is
confusing.
Underlying reasons

17. Generational Gap
These 5 generations have
different actitudes,
preferences and opposite
behaviors
The companies are not well
positioned to attend all of
them
One side, there is the high
purchasing power of gen baby
boomers and X. On the other
handwe havee the Y and Z
gen that are more digitals.
So, it is necessary to balance

18. Prosperity Polarization
Themarketsarepolarized,
becauseoftheinequalityand
imbalanceinthewealth
distribution.
Thehighclassfeedsluxury
markets,whohaveabig
purchasingpower.
Thebaseofthepyramid
expandsandbecomesalarge
massmarketforlow-priced
andlow-valueproducts
Whattodowiththisdivisión?

19. Digital Gap
The marketers face the problem of the digital división because of the
prosperity polarization
The other digital gap is between persons that believe in the potentital
of the digitlization and others who do not believe and are afraid of
that.

20. But how technology can enhance marketing ?
1.Makingmoreinformeddecisionsbasedonbigdata
1.Predictresultsofmarketingstrategiesandtactics.
1.Bringthedigitalexperiencetothephysicalworld
1.Increasemarketerscapacitysothattheycandeliver
value
1.Acceleratemarketingstrategiesexecution