Blog and PR

What is Marketing 5.0? How Enables Your Brand to Achieve It

Sjoerd de Kreij
July 9, 2024
9 min

It’s no secret that being a marketer in today’s world looks very different than it may have 20 years ago. Each year, new technologies emerge that promise to shake up the way we communicate and learn. That means that marketers are faced with the seemingly never-ending challenge of learning to use those technologies to connect with consumers. Marketing 5.0 defines today’s era and touches on how technology is shaping the work marketers do, including the potential value of AI for businesses. 

What is Marketing 5.0? 

Marketing 5.0 is a new philosophy created by the accomplished marketing author Philip Kotler, creator of the “4 P’s of Marketing” model. In 2021, Kotler–alongside fellow writers Iwan Setiawan and Hermawan Kartajay–published a new text called Marketing 5.0: Technology for Humanity. 

In his book, Kotler discusses the realities modern marketers face and the unique impact of new technologies (like artificial intelligence) on marketing professionals. According to Kotler, “Marketing 5.0” is a new model that’s all about exploring the consumer experience, specifically through technology-based interactions. 

In other words, Kotler views technology as the central force of change in the field of marketing. He describes a framework that approaches marketing through this lens. Consumers are already using technology, so the challenge marketers face, in Kotler’s view, is learning how to leverage that tech to create closer, more agile relationships. 

How does technology impact modern marketing?

We can already identify many ways that recent technological advancements have impacted marketing. The rise (and subsequent fall) of third-party customer data and cookies, for instance, dramatically changed how marketers planned their campaigns. 

Still, Kotler notes that there are several key changes technology has introduced that have revolutionized marketing as we know it, including:

  • Offering companies of all sizes access to Big Data that drives strategic, informed decisions
  • Giving teams tools to predict the outcomes of marketing campaigns and strategies
  • Allowing marketers to craft highly contextual digital experiences that they can then bring into the physical world
  • Increasing the productivity of marketers on the front line, who are much more knowledgeable about their product and user
  • Interconnectedness helps marketers deliver results faster, more efficiently, and with more strategic results

5 Core Components of Marketing 5.0

So, we know that utilizing new technology is the heart of Marketing 5.0 – but what does that actually look like? In other words, how will marketers be able to use technology to enhance the consumer experience? 

Kotler’s work covers five main marketing tactics that leverage technology to do just that. Let’s take a closer look.

1. Data-Driven Marketing

In the past, access to so-called Big Data was limited. But today, technology allows marketers to collect and analyze data from all kinds of sources. A key focus for marketers today, then, is finding and using the right data to create optimized marketing solutions. 

Modern customers expect a highly personalized experience when they engage with technology. So, marketers must figure out how to talk to customers about what they care about and nothing else. 

2. Predictive Marketing

Marketing campaigns that utilize paid advertisements, email blasts, or other strategies that target specific audiences can benefit significantly from predictive marketing. This involves using predictive analytics to forecast marketing trends. 

Such an ability is huge for marketing teams, who can now save their companies time and money by modeling potential markets before any investments are made. With the help of predictive marketing, teams can get a much better idea of which decisions will be effective and which won’t.

3. Contextual Marketing

Contextual marketing is just what it sounds like: using a consumer’s context, or physical environment, to shape marketing decisions. Tech creates the setting, but it also can teach marketers a lot about the users they’re targeting. 

Marketers can now perform one-to-one interactions with users in real time. Advertisements, for instance, can reach target audiences at the perfect time and place to sway buying behavior. 

The ability to profile not only audiences but also the very setting in which they receive marketing messages is huge, as it allows a whole new level of personalization.

4. Agile Marketing

Agile marketing in the context of Marketing 5.0 doesn’t refer to using the Agile framework. Instead, it’s about creating highly-flexible teams of employees who have the capacity to react quickly and adjust their strategies efficiently. 

Agility, in this case, is about being able to adapt to fit changing internal and external circumstances. In a world where trends come and go on a daily basis, modern marketers will need to be equipped for anything. 

5. Augmented Marketing

Last but not least, Kotler touches on the subject of augmented marketing, which involves using technology that helps marketers enhance their interactions with customers. 

AI chatbots and virtual assistants are great examples of augmented marketing in action. For instance, a virtual assistant may pop up to provide customers with tips and help that’s been generated specifically for them as they shop.

Any technological tool that improves the productivity of marketers may fall into this category. Kotler explains that augmented marketing technology can combine speed with the convenience of digital interfaces, allowing teams to give customers better experiences while still working faster and more efficiently. 

Typetone’s Technology is Built for Modern Marketers

Marketing 5.0 can be thought of as a compilation of all of the major changes and practices that currently shape how businesses connect with their consumers. Technology rests at the center of all of them, especially technology powered by artificial intelligence.

Kotler discusses the impactful role of AI and describes it as one of the main factors shaping the modern world of marketing. 

In the past few years, AI has exploded in popularity among marketers, and it’s not hard to see why: AI fits seamlessly into each component of Marketing 5.0. As a result, it promises to help modern marketing teams scale their efforts and deliver better customer experiences, ultimately helping businesses grow. 

Typetone is here to help lead the AI revolution with GDPR-compliant and customizable solutions. 

Our AI chat tool, Typetone Chat, offers teams a safe alternative to other chatbots and can tailor brand messages, generate on-brand content, and more. Meanwhile, our revolutionary AI digital workers take on an active role in your team, delivering strategic recommendations and automating marketing tasks for you.

If you’re ready to usher in the era of Marketing 5.0, we’re here to help. Schedule a demo with us to see our tools in action and discover how they can support your marketing efforts.

Sjoerd de Kreij

Sjoerd de Kreij is the co-founder and CEO of Typetone. After founding several startups and working in data science, Sjoerd was captivated by the potential of Generative AI. This fascination led him to co-found Typetone, where they now focus on developing AI Digital Workers that help businesses in scaling their content marketing efforts. Typetone has become a leader in integrating artificial intelligence with businesses. Sjoerd envisions a world where AI strengthens businesses and human labor, allowing creativity and strategy to take center stage, by building an AI Digital Workforce.

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