Marketing Technology And Tactical Marketing Applications

1492 WordsMar 27, 20176 Pages
In this 21st century, it is safe to say, we are stirring in a much more digital and technological society. Authors and scholars Philip Kotler, Hermawan Kartajaya and Iwan Setiawan introduce Marketing 4.0: Moving from Traditional to Digital. In this book, readers are given insight on the fundamental trends shaping marketing, the new frameworks for marketing in the digital economy and tactical marketing applications. The three authors used work from other scholars, past studies and past frameworks to give their audience an abundance of information they need regarding their transition from traditional to digital marketing. Although most of the studies were not actually conducted by them, they are equipped with the tools and resources for…show more content…
The first framework helps describe the customer path and understand how people buy, AIDI. Attention, interest, desire, and action was coined by sales developer and advertiser E. St. Elmo Lewis. This framework was actually adopted from the advertising and sales field before marketers got a hold of it. AIDI is considered a check list or step by step process in which executives use when designing and advertisement or pitching a sales pitch. Like many past theories, there is usually some kind of paradigm or modification done. “Derek Rucker of the Kellogg School of Management offers a modification of AIDA that he calls the four A’s: aware, attitude, act, and act again. In this more recent framework is modified and aims to track post-purchase customer behavior and measure customer retention. Today, in the area of connectivity through Marketing 4.0, the process of the four A’s by Derek needs an update. Kotler, Kartajaya and Setiawan go on to describe the five A’s. aware, appeal, ask, act, advocate. In the awareness stage, customers learn about a brand from others, such as family or friends. After inquiry, customers become attracted to the brand giving more of an appeal creating a consideration of purchase. Then there is the stage of inquiry and asking questions. Customers can search for the products online to read reviews, or go into stores to compare prices in person. The next framework discussed is referred to as The O Zone. This is where the authors focus more on driving
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