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  • Writer's pictureMaïté Verhoeven

Marketing 5.0: People at the center of technology

From Marketing 1.0 to Marketing 4.0

Originally, Marketing was focused exclusively on the offering of products . We then talked about brand identity and awareness, product advantages, unique positioning compared to competing products. The objective of Marketing 1.0 was clear: sell.

At the beginning of the 2000s, the advent of Web 2.0 allowed consumers to exchange online via the first forums, blogs and social media. These technological advances shifted the focus of marketers from the product to the customer. This period also corresponded to the generalization of market studies in order to define segmentation, targeting and positioning.

Marketing 2.0 was then characterized by promotional strategies and campaigns developed with the objective of loyalty and retention. From 2010 the notion of the human, and no longer the customer, was integrated into marketing thinking. Consumers now expected more from the product they purchased than a simple response to functional requirements. The marketer had to address values, emotions and spiritual fulfilment to deliver overall satisfaction with the product experience.

Marketing 3.0 inaugurated the concepts of the consumer journey, creative thinking but above all ethical and socially responsible marketing. The importance of collection and use of data has increased over the last 10 years. Thanks to them, marketers have been able to implement multi-channel strategies including physical and digital touchpoints throughout the customer journey. To this strategy was added the personalization of the experience thanks to the precise definition of persona.

Marketing 4.0 corresponds to the introduction of new technologies such as automation, artificial intelligence and the Internet of Things.

Marketing 5.0: technology to the detriment of humans?

For the most "humanist" marketers, the massive arrival of new technologies sometimes inspires a feeling of panic. A priori cold terms such as algorithms, big data, artificial intelligence, augmented reality are invading our marketing landscape.

What does this new trend of Marketing 5.0 tell us, detailed in the latest work by the world expert in marketing management, Philippe Kotler? After having notably written the works Marketing 3.0, Products-Customers-Human Factor and Marketing 4.0, Le Passage au digital, he published this year, Marketing 5.0, The technology at the service of the consumer.

According to him, Marketing 5.0 will combine the humanist concerns of Marketing 3.0 with the technological emancipation of Marketing 4.0. He defines it as a marketing strategy that positions itself as technology for humanity in which technology and humans collaborate to create a consumer experience together. In other words, it would rely on the use of technologies that mimic humans in order to create, communicate, deliver and improve value throughout the customer journey.

Inclusive and sustainable marketing is one of the pillars of this new trend. It is part of a solution to the polarization of society. Consumers now expect companies to integrate these concepts into their business model and reinvest part of their profits in the community with concrete objectives. At this level, new technologies can create opportunities for everyone, provided they are made accessible to all. All this without neglecting the role of human contact of which empathy remains exclusive

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