Marketing 4.0 is a paradigm to understand and guide the connected customer's journey. Marketing 4.0 is Human-Centric Marketing (referred to as Marketing 3.0) that has been disrupted and improved by technology, globalization and social responsibility. Watch the marketing evolution here... https://youtu.be/hNWw-Co-ZAI

1. Marketing 4.0
VCoach Bong De Ungria
Certified Digital Marketer (CDM)
Professor, Ateneo Graduate School of Business

2. Marketing 4.0
VCoach Bong De Ungria
Certified Digital Marketer (CDM)
Professor, Ateneo Graduate School of Business

3. Marketing 4.0
Guiding Customers
from Awareness to Advocacy
Traditional to Digital
VCoach Bong De Ungria
Certified Digital Marketer (CDM)
Professor, Ateneo Graduate School of Business

4. 1.0 Product Driven
4 Major Marketing Paradigms
Outline

5. 1.0 Product Driven
2.0 Customer Centric
4 Major Marketing Paradigms
Outline

6. 1.0 Product Driven
2.0 Customer Centric
3.0 Human- Centric
4 Major Marketing Paradigms
Outline

7. 1.0 Product Driven
2.0 Customer Centric
3.0 Human- Centric
4.0 Guide Customers from Awareness to Advocacy
4 Major Marketing Paradigms
Outline

8. 1.0 Product Driven Marketing
Start and SUCCEED with PRODUCT
Money
mousetrap
Make money by selling mousetraps
(represents any product of gizmo)!

9. Once upon a time, it’s all about
better products...

10. Making only 1 color was faster and allowed economies of scale and huge output
Once upon a time, POWER and decisions
came from the manufacturer

11. Even up to 1989, this was the
paradigm of some…

12. Apple still limits phone colors to reduce
production and supply chain complexity
Apple ‘s insight was that the secondary market would take care of customer customization of
colors and accessories. In the beginning, only black and white was available.

13. 1.0 Product Driven
2.0 Customer Centric
4 Major Marketing Paradigms
Outline

14. 2.0 Customer Centric Marketing :
Focus on customers

15. 2.0 Customer Centric Marketing :
Every action should lead to customer
satisfaction...

16. 2.0 Customer Centric:
CAMRY for some, VIOS for others...

17. 1.0 Product Driven
2.0 Customer Centric
3.0 Human- Centric
4 Major Marketing Paradigms
Outline

18. 3.0 Human- Centric
Customers are not just a name or number...

19. 3.0 Human- Centric Marketing
Customers are NOT statistics for reports

20. 3.0 Human- Centric Marketing
Behind the headlines and numbers is a
human story...
(Somebody’s son died...)

21. 3.0 Human- Centric Marketing
Stories of 3 National, Political Brands

22. 3.0 Human- Centric Marketing
Darwin or Da Vinci’s HUMAN in each of US

23. 3.0 Human- Centric Marketing
SHARE the MIND, HEART & WALLET

24. Celebrity endorsers vs. Word of Mouth
INSIGHTS

25. Owners values/ branding vs. their brands
INSIGHTS

26. Examples of Brands with Human Values
INSIGHTS

27. 1.0 Product Driven
2.0 Customer Centric
3.0 Human- Centric
4.0 Guide Customers from Awareness to Advocacy
4 Major Marketing Paradigms
Outline

28. Marketing 3.0 (Human Centric) +
Marketing 4.0 is a new paradigm!

29. Marketing 3.0 (Human Centric) +
+ Technology Enablers/ Disruptors creating:
1. Sharing Economy
2. “Now” Economy
3. Omnichannel Marketing
Marketing 4.0 is a new paradigm!

30. Marketing 3.0 (Human Centric) +
+ Technology Enablers/ Disruptors creating:
1. Sharing Economy
2. “Now” Economy
3. Omnichannel Marketing
+ Globalization
Marketing 4.0 is a new paradigm!

31. Marketing 3.0 (Human Centric) +
+ Technology Enablers/ Disruptors creating:
1. Sharing Economy
2. “Now” Economy
3. Omnichannel Marketing
+ Globalization
+ Social Responsibility
Marketing 4.0 is a new paradigm!

32. Marketing 3.0 (Human Centric) +
+ Technology Enablers/ Disruptors creating:
1. Sharing Economy
2. “Now” Economy
3. Omnichannel Marketing
+ Globalization
+ Social Responsibility
-----------------------------------------------------------
= MARKETING 4.0 (New Customer Journey)
Marketing 4.0 is a new paradigm!

33. 4.0 Awareness to Advocacy
Old Customer Journey was 4 steps via
AIDA or 4A’s
A1 A2 A3
AIDA Aware Interest Desire
4 A Aware Act Act Again
Action
Attitude
Pre-connectivity
A4

34. 4.0 Awareness to Advocacy
Old Customer Journey was 4 steps via
AIDA in a funnel!
A1 A2 A3
AIDA Aware Interest Desire
4 A Aware Act Act Again
Action
Attitude
Pre-connectivity
A4
Reference: Marketing Management,15e, by Kotler, Lane and Keller
Copyright 2016, Pearson Education

35. 4.0 Awareness to Advocacy
With Connectivity, there are 2 NEW
Phases in Customer Journey!
A1 A2 A3
AIDA Aware Interest Desire
4 A Aware Act Act Again
Action
Attitude
Pre-connectivity
A4
Connectivity 5A Aware Appeal Ask Act Advocate
A1 A2 A3 A4 A5
2 New Steps or Phases in Customer Journey due to
Connectivity
1. ASK
2. ADVOCATE

36. 4.0 Awareness to Advocacy
With Connectivity, 4 New Customer
Journeys exist!
Connectivity 5A Aware Appeal Ask Act Advocate
A1 A2 A3 A4 A5
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

37. 4.0 Awareness to Advocacy
Customers are influenced by
OWN, Other and OUTER in the O Zone
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

38. Traditional 4P New Marketing 4C
4.0 Awareness to Advocacy
Even the Marketing Mix 4Ps have evolved
due to Connectivity!
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

39. Traditional 4P New Marketing 4C
1. Product Co-CREATION
4.0 Awareness to Advocacy
Even the Marketing Mix 4Ps have evolved
due to Connectivity!
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

40. Traditional 4P New Marketing 4C
1. Product Co-CREATION
2. Price CURRENCY
4.0 Awareness to Advocacy
Even the Marketing Mix 4Ps have evolved
due to Connectivity!
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

41. Traditional 4P New Marketing 4C
1. Product Co-CREATION
2. Price CURRENCY
3. Place COMMUNAL activation
4.0 Awareness to Advocacy
Even the Marketing Mix 4Ps have evolved
due to Connectivity!
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

42. Traditional 4P New Marketing 4C
1. Product Co-CREATION
2. Price CURRENCY
3. Place COMMUNAL activation
4. Promotion CONVERSATION
4.0 Awareness to Advocacy
Even the Marketing Mix 4Ps have evolved
due to Connectivity!
Reference: Marketing 4.0 Traditional to Digital by Kotler, Kartajaya, Setiyawan

43. 4.0 Awareness to Advocacy
Solar Philippines – Pollution-free
electricity from the sun!
Coal Plants producing pollution can be replaced by Solar Farms

44. 4.0 Awareness to Advocacy
Protecting animals and environment
Ms. Anna Cabrera, President of PAWS Philippine
Animal Welfare Society , fights for animal rights .
Ms. Gina Lopez was a fierce advocate for environment protection
even before she was appointed DENR secretary

45. 4.0 Awareness to Advocacy
Personal testimonials in Network
Marketing spread the message virally
Network marketers initially reach out to friends and relatives
Through personal stories of their own success.

46. 1. Help a 9 Year Old to be the World’s
Youngest Female Grandmaster
2. Share Optimal Breathing for All
2 Personal Case Studies of
Advocacies

47. Personal Advocacy Case #1
9 Year Old Tonelle’s quest: Set up a FB Page
Even with the pandemic, Tonelle Racasa earned her Women’s National Master Title in 2021

48. Personal Advocacy Case #1
Created Compelling Stories
Even with the pandemic, Tonelle Racasa earned her Women’s National Master Title in 2021

49. Personal Advocacy Case #1
Got sponsors from the Philippines,
USA, Australia and Malaysia...

50. 1. Help a 9 Year Old to be the World’s
Youngest Female Grandmaster
2. Share Optimal Breathing for All
2 Personal Case Studies of
Advocacies

51. Eat 3 times
Drink 2 liters
Sleep 8 hrs
Exercise 1 hr
Breathe 26,000 times!
Here’s our ideal daily scorecard:

52. Eat 3 times
Drink 2 liters
Sleep 8 hrs
Exercise 1 hr
Breathe 26,000 times!
How long can we live without
40 days
7 days
???
30 years???
15 minutes

53. Personal Advocacy Case #2
In 2 weeks, became an advocate (2013)
Posts on my personal blog and social media accounts was my way to advocate the breathing method.

54. Personal Advocacy Case #2
On my 4th year of being an advocate (2013-2017)
my family was featured in a major newspaper.

55. 1.0 Product Driven
2.0 Customer Centric
3.0 Human- Centric
4.0 Guide Customers from Awareness to Advocacy
4 Major Marketing Paradigms
Outline

56. Marketing 4.0
Guiding Customers
from Awareness to Advocacy
Traditional to Digital
VCoach Bong De Ungria
Certified Digital Marketer (CDM)
Professor, Ateneo Graduate School of Business

57. APPENDIX

58. Reference: Marketing Management,15e, by Kotler, Lane and Keller
Copyright 2016, Pearson Education

59. 4.0 Awareness to Advocacy
With Connectivity, 5 New Customer
Journeys exist!