Marketing 4.0: Moving from Traditional to Digital Philip Kotler, Hermawan Kartajaya and Iwan Setiawan

Marketing 4.0: Moving from Traditional to Digital をついに読破しました。著者は、超有名なビジネススクールKellogのPhilip Kotler氏の書籍です。デジタルの時代変化に応じてマーケティングのフレームワークを刷新した書籍になります。今後は、このマーケティング4.0が共通の言語としてビジネスコンテクスで語られることになるんでしょう。

なお、マーケティング4.0の日本語版の書籍はこちら。朝日新聞出版から翻訳が出てます。
コトラーのマーケティング4.0 スマートフォン時代の究極法則


いつものように要約しますと、

By going though "Marketing 4.0#, you can gain below points.

1) how digital technology changed the customer landscape
2) how marketers can handle three consumer paradoxes
3) why traditional marketing techniques no longer work
4) how to market your brand in the digital age

Making the transition from Marketing 3.0 to Marketing 4.0
As the Internet leads business to become more global and inclusive, parallel technological advances make consumer items more affordable to people in emerging mass market. The reverse is also true. Companies are changing their product's path from vertical to horizontal.

The generation of "digital natives", those who grew up with digital technology, is referring current trends, such as where and when people shop. These new consumers are young, urban, middle-class, mobile and connected; they make purchases on their store own schedule and in their own way. They research items online, even when shopping at a physical location, and they value interaction and engagement. They trust their social networks. People now trust the "f-factor" - "friends, families, Facebook fans" and "Twitter followers" - more than they trust marketing messages.

Long-standing industries face disruption from lowered barriers to entry and three kinds of technology-enabled connectivity- Mobile connectivity, Experiential connectivity, and Social connectivity.

Three Paradoxes that marketers must deal with in the age of connectivity.
a) Online interaction versus offline interaction
b) Informed customer versus distracted customer
c) Negative advocacy versus positive advocacy

From selling the Four P's to Commercializing the Four C's
The digital economy toppled traditional tenets of marketing. Business once enjoyed vertical relationships with  their customers, and marketers could divide the market into segments that they could target with specific brand messages. In the digital age, communities have replaced segments. Brands now must ask permission to participate in ongoing conversations. Those who speak for brands must understand their brand's character and stay true to its values.
Marketing's four P's - "product, price, place and promotion" - have evolved into the four C's: "co-creation, currency, communal activation and conversation."

From Selling the Four P's to Commercializing the Four C's

The marketing mix is a classic tool to help plan what to offer and how to offer to the customers. Essentially, there are four P's: product, price, place, and promotion. Product is often developed based on customers' needs and wants, captured through market research. Companies control the majority of product decisions from conception to production. To establish a selling price for the product, companies use a combination of cost-based, competition-based, and customer value– based pricing methods. Customers' willingness to pay, estimated in consumer value–based pricing, is the most important input that customers have in connection with pricing.
Once companies decide what to offer (product and price), they need to decide how to offer (place and promotion). Companies need to determine where to distribute the product with the objective of making it conveniently available and accessible to customers. Companies also need to communicate the information about the product to the target audience through various methods such as advertising, public relations, and sales promotions. When the four P's of the marketing mix are optimally designed and aligned, selling becomes less challenging as customers are attracted to the value propositions. In a connected world, the concept of marketing mix has evolved to accommodate more customer participation. Marketing mix (the four P's) should be redefined as the four C's (co-creation, currency, communal activation, and conversation).

Understanding how people buy
Importantly, when we think about customer journey, 5A(5A - Aware/Appeal/Ask/Act/Advocate) model is more reliable than AIDMA. The fiveA's don't always progress in a linear way. Customers may go back and forth among stages and revisit previous stops. Marketers must leverage three overlapping spheres of influence - called ”O zone(O3)"; outer influences/other influences/own influences.

コトラー曰く、5Aのフレームワークにおいて進捗度を判断するための指標は2つあります。ちょっと詳しく書きます。

1. PAR(Purchase Action Ratio)=ブランドの認知からどれだけ購入の行動まで至ったかを判断するための指標＝Act/Aware
2. BAR(Brand Advocacy Ratio)=ブランドの認知からどれだけブランドの推奨まで持っていくことができたかを判断するための指標=Act/Advocate

e.g. 100人いる市場で90人ブランドをしっている人(Aware)がいれば、18人が購入(Act)し、そのうち9人が推奨(Advocate)すれば、PARおよびBARはいくつになるか?
PAR=18/90=0.2, BAR=9/90=0.1

理想はPARが1であること(想起した人のうち全員が購入するケース)だが、現実はそこに至ることはほぼない。PARの指標が1以下のときは(つまりほとんどのケースにおいては)、Actまでのどのステップで顧客を失っているのかを考察する必要があります。BARも同様に指標が1であることが望ましいです。なお、PARは「マーケットシェア/ブランド想起率」でも表すことができます。e.g. PARが0.5で、ブランド想起率が1%のとき、マーケットシェア=PAR×ブランド想起率より、マーケットシェア=0.5%とわかります。

PAR/BARの算出する目的とは、現状のパフォーマンスを可視化させ、マーケティングの生産性を向上させること、および、不要なマーケティング費用の浪費を減少させることです。

まあ、後は産業別のArchitecture、コンテンツマーケティング、オムニチャネルの重要性です。産業別のArchitectureは必見のフレームワーク。

個人的に印象に残ったのは、このあたり。

"Instead of delivering value-proposition messages, marketers should be distributing content that is useful and valuable for the customers"

"More touch points and higher volume in messages do not necessarily translate into increased influence"

"If brands want to influence the minds of mainstream customers, convincing youth is the important first step"

"Instead, a company can be more competitive if it can connect with communities of customers and partners for co-creation and with competitors for cooperation."

"Connectivity accelerates market dynamics to the point where it virtually impossible for a company to stand alone and rely on internal resources to win. ..... social media enable customers to show and share their customer experience, which further inspires other customer from the same or cover class to emulate and pursue a similar experience."