Acknowledgments xiii
Prologue: From Marketing 3.0 to Marketing 4.0 xv
About the Authors xix
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
1 Power Shifts to the Connected Customers 3
From Exclusive to Inclusive 7
From Vertical to Horizontal 10
From Individual to Social 13
Summary: Horizontal, Inclusive, and Social 14
2 The Paradoxes of Marketing to Connected Customers 17
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
3 The Influential Digital Subcultures 29
Youth: Acquiring the Mind Share 32
Women: Growing the Market Share 35
Netizens: Expanding the Heart Share 37
Summary: Youth, Women, and Netizens 40
4 Marketing 4.0 in the Digital Economy 43
Moving from Traditional to Digital Marketing 47
Integrating Traditional and Digital Marketing 52
Summary: Redefining Marketing in the
Digital Economy 53
Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
5 The New Customer Path 57
Understanding How People Buy: From Four A's to Five A's 60
Driving from Awareness to Advocacy: The O Zone (O3) 66
Summary: Aware, Appeal, Ask, Act, and Advocate 69
6 Marketing Productivity Metrics 71
Introducing PAR and BAR 74
Decomposing PAR and BAR 75
Driving Up Productivity 80
Summary: Purchase Action Ratio and Brand Advocacy Ratio 90
7 Industry Archetypes and Best Practices 91
Four Major Industry Archetypes 94
Four Marketing Best Practices 100
Summary: Learning from Different Industries 104
Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
8 Human-Centric Marketing for Brand Attraction 107
Understanding Humans Using Digital Anthropology 110
Building the Six Attributes of Human-Centric Brands 113
Summary: When Brands Become Humans 118
9 Content Marketing for Brand Curiosity 119
Content Is the New Ad, #Hashtag Is the New Tagline 121
Step-by-Step Content Marketing 124
Summary: Creating Conversations with Content 134
10 Omnichannel Marketing for Brand Commitment 137
The Rise of Omnichannel Marketing 139
Step-by-Step Omnichannel Marketing 145
Summary: Integrating the Best of Online and Offline Channels 149
11 Engagement Marketing for Brand Affinity 151
Enhancing Digital Experiences with Mobile Apps 153
Providing Solutions with Social CRM 156
Driving Desired Behavior with Gamification 160
Summary: Mobile Apps, Social CRM, and Gamification 165
Epilogue: Getting to WOW! 167
What Is a "WOW"? 167
Enjoy, Experience, Engage: WOW! 168
Are You Ready to WOW? 169
Index 171
