For the 100th episode of The Marketing Book podcast, I was delighted to interview Dr. Philip Kotler. He is widely known as ” The Father of Modern Marketing.”
Since 1962, Dr. Kotler has been a faculty member of Northwestern University’s Kellogg School of Management. Kotler is the author of over 55 marketing books, which have been translated into over 25 languages.
This book, co-authored by Hermawan Kartajaya, Iwan Setiawan, and Dr. Kotler, “Marketing4.0: Moving from Traditional to Digital”, explains:
The book describes the three major power shifts in our world: the shifts to a more inclusive, horizontal, and social business environment. It also explains how connectivity has profoundly changed people’s lives and how connectivity can be the most significant game changer in marketing history.
The book focuses on how marketers can increase productivity by understanding customer journeys in the digital age. It introduces a new set of marketing metrics and ways to look at marketing practices.
The book also discusses content marketing (“Content is the New Ad, #Hashtag is the New Tagline”) and why brands must embrace their humanity.
Amazon and other companies offer customized content experiences “related” to or “Inspired by” your products. Amazon suggests items that interest you based on your shopping history.
Netflix recommends shows based on your viewing history. Facebook personalizes your newsfeed based on the items you’ve engaged with.
You might have landed on a corporate website that provides the most recent forecast for your area or content suggestions based on your IP address.
These examples have raised the expectations of consumers and buyers who block TV ads or cut off their cable subscriptions.
Attention is the currency of the digital, social, and mobile web. You can only get customers’ attention by producing relevant, high-quality content that is personal to them.
Marketers fully commit to the goal of content marketing.
Quality and relevance are the top priorities for online content consumers. Personalization can help you reach these goals and get the attention of potential customers.