In recent years, the ways of selling using shares of marketing Marketing has undergone many changes in focus. Today, we find ourselves with Marketing 4.0, a sales approach that aims to increase sales for companies through collaboration with customers. For many years, marketing was a tool used by companies to sell their products and strategies to consumers, but now, thanks to Marketing 4.0, acquiring new customers and providing a better shopping experience is a goal that companies are actively working towards.
We will analyze the evolution of marketing up to the present day; we have gone through marketing 1.0, 2.0, 3.0 and today we use 4.0 actions.
First, let's define marketing. It's the set of actions based on prior market and competitor research to understand consumer behavior and ensure that each action and strategy is executed efficiently. The goal of marketing is to attract and retain new customers through communication and sales techniques.
The best way to define marketing 1.0 is product, product and product, It focused on selling the product and publicizing its features and value to meet the consumer's purchase needs.
With the arrival of technologies in the hands of the consumer, marketing began to focus not so much on the product but on giving importance and prioritizing the consumer; here the main objective of companies is to build customer loyalty and satisfaction.
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Products no longer just satisfy a functional need; there is also an urgency to differentiate themselves from other products in the same category, so the "value proposition" is becoming more important. With this evolution, marketing 2.0 uses IT technology, employing tools and methods to manipulate and distribute information.
Consumer behavior continues to change, therefore marketing needs to change and is beginning to become more aware of its products and services; it is no longer just about satisfying needs but about fulfilling a purpose, such as products and services with social and environmental awareness. The customer wants to identify with the product or wants to buy from a company that shares their same values.
For companies, the consumer now represents a physical person with feelings and emotions, with somewhat complex needs, who interacts with other consumers. This leads to a periodic review of marketing strategies and actions to understand what is being done well or needs improvement, and to have a contingency plan or brand reputation plan, which was not previously implemented. During this era of marketing, a new technological concept, "New Wave," is circulating, which consists of four main pillars:
Along with this, companies are beginning to place great value on data, and the buying and selling of large amounts of data is starting. Thanks to this resource, the advertising shown to consumers is much more precise and perhaps considered aggressive because it feels very personal.
Market research and the collection of browsing data from users are included in order to capture consumer preferences and search trends; this is also part of Marketing 4.0. AI Machines that are capable of understanding a human and learning our behavior patterns; a clear example of this is Google, which in mid-2016 made a change to its algorithm where it began to show semantic results.
Today we can do any search on Google and it will not only give us a list of results, but will give an exact answer to the question we asked.
We are certain that marketing will continue to evolve, and over the years we will have other important indicators that will define the type of actions and strategies we apply. This will always be the case, as consumers are becoming more demanding every day, with unique tastes and complex needs. We have included a small comparative chart to make it much easier for you to understand the different stages of marketing. We have excluded Marketing 4.0 since it is a phase that we are still implementing.
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