{"id":2139,"date":"2024-06-06T22:18:30","date_gmt":"2024-06-06T22:18:30","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=2139"},"modified":"2024-11-07T00:57:47","modified_gmt":"2024-11-07T00:57:47","slug":"marketing-5-0","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/marketing-5-0\/","title":{"rendered":"Marketing 5.0 explained: applying it to ALL businesses"},"content":{"rendered":"\n

Marketing 5.0<\/strong> is yet another classification by the great traditional and digital marketing guru, Philip Kotler. <\/strong><\/p>\n\n\n\n

Despite sounding new, the truth is that the term was coined during the pandemic, back in 2021. <\/p>\n\n\n\n

Note: \u201cback in 2021\u201d seems to be an exaggeration, as it has only been 3 years since the book was released. <\/p>\n\n\n\n

But the truth is that in marketing everything moves at a very fast pace. 3 years are more than enough to put everything Kotler theorized into practice, and understand whether his newest precepts work or not. <\/p>\n\n\n\n

A quick spoiler: they do work, and they work very well. How exactly this happens and how to apply everything that is already working for your company is what you will discover today in this text.<\/p>\n\n\n\n

Shall we get started? We have a lot of theoretical things to talk about here in this initial part of the text. And towards the end, let’s turn the tables and start talking about practice. <\/strong><\/p>\n\n\n\n

What is Marketing 5.0 according to Philip Kotler?<\/h2>\n\n\n\n
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Just to clarify: the term Marketing 5.0 is not only attributed to Philip Kotler, but also to his co-authors \u2014 Iwan Setiawan and Hermawan Kartajaya. <\/p>\n\n\n\n

The term was described in the book \u201cMarketing 5.0 \u2014 Technology for <\/a>humanity\u201d<\/a> . See the link to buy on Amazon. <\/a><\/p>\n\n\n\n

In fact, these two co-authors have worked with Kotler since the launch of Marketing 3.0, which was a huge revolution at the time, being launched in 2010, the year of great popularization of digital marketing. <\/p>\n\n\n\n

Marketing 5.0 is the era of marketing determined by Kotler where the integration of technology becomes more urgent. <\/p>\n\n\n\n

Not that technology wasn’t necessary before this era. What Kotler postulates in the book is that from now on the integration between marketing, humanity and technology is no longer a differentiator. It’s urgent. <\/strong><\/p>\n\n\n\n

A little more about that. Note that the name of the book is \u201cTechnology for humanity\u201d. Here, for the first time in her books, Kotler seeks to go beyond marketing and technology, drawing a direct parallel between humanity’s well-being and what it consumes digitally. <\/p>\n\n\n\n

Far beyond placing technology as a necessary tool for marketing, Kotler understands that it is already a central part of everyone’s lives. <\/strong><\/p>\n\n\n\n

Because of this centrality, the time has come for marketing to explore technology in a way that puts its users \u2014 our target audience \u2014 always first. <\/p>\n\n\n\n

The book is a very interesting read as it addresses these themes. Far beyond a cake formula, it seeks to scrutinize the role of marketing in this increasingly connected world. <\/p>\n\n\n\n

And also attribute the best practices and tools that Marketing 5.0 has to the success of the brands that apply them. <\/p>\n\n\n\n

So, this book ends up being quite fascinating for that reason. Kotler invites us to use technology and place it at the center of our operations and business. <\/p>\n\n\n\n

But also thinking about its impacts and how to overcome the challenges that a digital society brings in a way that continues to generate more and more results for companies. <\/p>\n\n\n\n

If it’s all seeming a little abstract, don’t worry. Let’s start going into details now, after this synopsis. <\/p>\n\n\n\n

Just look: <\/p>\n\n\n\n

Better understanding Marketing 5.0 features with examples<\/h2>\n\n\n\n
\"Woman<\/figure>\n\n\n\n

Marketing 5.0, as we have seen, invites us to think beyond results and understand the impacts of digital life on real life. <\/p>\n\n\n\n

Understanding these impacts and respecting technology users is the great driver of success for brands that apply the Marketing 5.0 concept. <\/p>\n\n\n\n

And of course: the integration of brands in this new digital life<\/strong> is even more important. Integration with responsibility is the major theme of Marketing 5.0. <\/p>\n\n\n\n

If users expect something to be digital, some brand will offer the service or content digitally. If it’s not yours, it will be your competitor. <\/p>\n\n\n\n

Here I have listed the main features of Marketing 5.0 in the search for total integration between consumers and digital marketing. Shall we see it in practice? <\/strong><\/p>\n\n\n\n

Artificial intelligence<\/h3>\n\n\n\n

Artificial Intelligence is already in practically everything you can imagine. <\/p>\n\n\n\n

From the cell phone camera of your customers and leads to the Commercial Intelligence system that you apply in your company, everything comes with a good dose of AI. <\/p>\n\n\n\n

Marketing 5.0 asks us to understand the relationship between AI and our consumers, and how our brands should approach the tools. <\/p>\n\n\n\n

For example: since AI became popular, several brands have started to carry out promotional actions using this technology. <\/p>\n\n\n\n

Take, for example, the Disney Pixar AI trend.<\/strong> It was created organically, by the users themselves, but a brand took advantage of it to put its product in the spotlight: Microsoft. <\/p>\n\n\n\n

The computer giant has already integrated AI into its Bing search engine, but so far it hasn’t had much success with it. <\/p>\n\n\n\n

One of the most recent updates, from September 2023, integrated DALL-E 3 into the platform, allowing millions of users to create posts. <\/strong><\/p>\n\n\n\n

\"Dogs<\/figure>\n\n\n\n

This is the type of resource that Marketing 5.0 requires. The technology was not created by Microsoft, nor was the trend: but with its quick and decisive action, it gained more access and more users to its search engine, which has never been as popular as it is now. <\/p>\n\n\n\n

Natural Language Processing<\/h3>\n\n\n\n

NLP is also a form of Artificial Intelligence, reserved mainly for text generators. In a nutshell, ChatGPT. <\/strong><\/p>\n\n\n\n

Marketing 5.0 invites brands to understand and apply NLP in their actions and marketing routines, but like everything in life, this application comes with some caveats. <\/p>\n\n\n\n

Firstly, there is the ethical risk of turning the internet into a huge cluster of texts written by AI. This is of no advantage to anyone!<\/p>\n\n\n\n

At the same time, NLP can and should be applied in simpler situations, where a user’s interaction with a brand does not necessarily need to involve a human being. <\/strong><\/p>\n\n\n\n

You will realize how Marketing 5.0 does not walk alone. It’s not just \u201cuse this tool\u201d, but also \u201cuse this tool responsibly and insert it into the routine of its users\u201d. <\/p>\n\n\n\n

There’s no point in creating hundreds of posts and ads with AI if your target audience doesn’t like AI-generated content. <\/p>\n\n\n\n

Kotler invites us to think critically, to implement new technologies but always with the user at the center. <\/strong><\/p>\n\n\n\n

Sensors and IoT<\/h3>\n\n\n\n

IoT even seems like an old topic in marketing, because it has been arriving and arriving and arriving for so long\u2026 <\/p>\n\n\n\n

But the truth is that it was announced with a lot of fanfare at the beginning of the last decade, and when it arrived, we didn’t even really notice it. <\/p>\n\n\n\n

Nowadays, there is already internet in hundreds of electronic devices, from televisions and printers to interactive jukeboxes in bars. <\/p>\n\n\n\n

This technology is everywhere, but it is still not being used that well by brands. <\/strong><\/p>\n\n\n\n

Marketing 5.0 invites us to understand it better, seeking to insert it into our marketing routines in a way that always puts user interactions first. <\/p>\n\n\n\n

A great example of how this is being done are integrations with Alexa and Google Home. Little by little and with the help of IoT, Amazon and Google are creating true operating systems for the home. <\/p>\n\n\n\n

Any product or service that connects to them is masterfully applying Marketing 5.0. <\/p>\n\n\n\n

Robotics<\/h3>\n\n\n\n

Robotics is another resource that Marketing 5.0 invites professionals in the field to use. <\/p>\n\n\n\n

However, this is still one of the least developed points here in Brazil and even in the world. <\/p>\n\n\n\n

Today, robotics is working mainly in logistics and organization cases, as is the case with Amazon robots. <\/p>\n\n\n\n

\"Photo<\/figure>\n\n\n\n

However, the evolution of these technologies has been coming very quickly, and the transformations are right on our doorstep. <\/p>\n\n\n\n

Augmented Reality and Virtual Reality <\/h3>\n\n\n\n

I need to be a little honest with you: in most of the texts you will read on the internet, Augmented Reality and Virtual Reality will always be referred to as \u201c the metaverse\u201d. <\/em><\/p>\n\n\n\n

The reality is that the metaverse has failed. The technology came into the spotlight in 2019, driven by Facebook, which soon changed its name to \u201cMeta\u201d precisely to leverage the technology. <\/p>\n\n\n\n

And since then, nothing has happened. Facebook itself launched some games and resources, but they gradually fell into oblivion. <\/p>\n\n\n\n

The point is that you can’t treat AR and VR as exclusively the Metaverse. As smartphone hardware becomes better, several brands are now able to implement these features in a simpler way. <\/p>\n\n\n\n

Guerrilla marketing actions , for example. Or online fitting rooms, measurement apps, furniture stores that place their SKUs digitally in customers’ homes, all of this is already being used today. <\/p>\n\n\n\n

Blockchain<\/h3>\n\n\n\n

The last point, and one of the least discussed today by marketing, is blockchain. <\/p>\n\n\n\n

Blockchain is a mix between a ledger and a super computer network. It facilitates digital transactions, operating independently, without the need for bank intervention or government regulation. <\/p>\n\n\n\n

Today, the most notable blockchain marketing efforts are NFTs. But there are still those who say, including Kotler himself, that it could completely revolutionize the way we do marketing. <\/p>\n\n\n\n

These NFTs, in fact, already represent this possibility. Digital scholars and gurus are already pointing to the possibility of offering NFTs as Lead Magnets , storing users’ information on the blockchain. <\/strong><\/p>\n\n\n\n

This brings more security to users, as this storage is decentralized and the full responsibility of each brand. Nothing is saved on an RD Station server, for example. <\/p>\n\n\n\n

And NFTs have the potential to be much more attractive in converting leads, since the model we are used to \u2014 e-books, whitepapers, webinars, etc. \u2014 is already getting a little dated. <\/p>\n\n\n\n

The five components of Marketing 5.0 by Iwan Setiawan<\/h2>\n\n\n\n

Well, these resources are quite practical, but it’s always good to take a look at the theory too so we don’t get lost in what Marketing 5.0 really offers. <\/p>\n\n\n\n

Just one detail before we continue: it is very important that you read the book to understand 100% what it is proposing. <\/strong><\/p>\n\n\n\n

Marketing 5.0 is closely related to the idea of \u200b\u200bSociety 5.0, an initiative by the Japanese government for the future of humanity. <\/a><\/p>\n\n\n\n

Basically, Society 5.0 advocates for \u201ca society with humans at the center, which seeks to resolve economic and social problems through a system that integrates digital space with physical space\u201d. <\/strong><\/p>\n\n\n\n

It\u2019s almost like saying \u201cwhat would marketing be like in Society 5.0?\u201d.<\/strong> The answer to these questions lies in the components of Marketing 5.0. <\/p>\n\n\n\n

In 2020, Iwan Setiawan, co-author of the book, participated in a webinar that discussed each of these components. You can access the transcript here<\/a> or read our summary below: <\/p>\n\n\n\n

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Data-driven marketing<\/h3>\n\n\n\n
\"Scheme<\/figure>\n\n\n\n

Source: pkmarketing Japan<\/a><\/p>\n\n\n\n

Big Data platforms have been changing the marketing game for some time now. <\/p>\n\n\n\n

We have some limitations today that we didn’t have a few years ago \u2014 the LGPD, for example, and the end of third-party cookies<\/em> \u2014 but even so, we’ve never had so many possibilities to capture behavioral data from our visitors, leads and customers. <\/p>\n\n\n\n

What Marketing 5.0 brings \u2014 not only the philosophy, but the book itself \u2014 is the organization of this data into large categories, and the determination of points to be analyzed within these categories. <\/p>\n\n\n\n

The main categories determined by Kotler, Setiawan and Kartajaya are: <\/strong><\/p>\n\n\n\n