Marketing 6.0 : the future is immersive / Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Imprint
New Jersey : Wiley, 2024
Descript
247 pages : illustrations ; 24 cm
SUMMARY
In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Readers will learn about: The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.
CONTENT
Welcoming the era of marketing 6.0 -- The emergence of Phygital natives -- The inevitability of immersive marketing -- The future of customer experience -- Understanding the tech enablers -- Building extended realities -- Tapping into the metaverse
