Marketing 4.0- Enhancing Consumer Experience Moving from Traditional to Digital

Abstract

The new consumer exhibits socially responsible buying and consumption behaviour. As this is a demanding and informed consumer, he/she has more power for the company, sometimes being able to participate actively in the development of certain business processes. Marketing evolves in parallel with technology. During the last five years, this behaviour is determined by the desire which the individual demonstrates to know whether the products are produced efficiently, or if the company is sustainable in terms of economic, social and environmental terms. Much has been speculated, but academic journals have published little about Marketing 4.0. Maybe, because the total understanding of Marketing 4.0 requires: firstly, a depth knowledge about the evolution of marketing, especially about Marketing 3.0, predecessor. The main purpose of the paper is to open a discussion where is a need for new marketing organization as well as does it possible to change the existing marketing or to evolve it. Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing on Marketing 4.0 in parallel with technology and How Marketing 4.0 scan be to apply it to any brand today and gives you the edge you need to reach them more effectively than ever before.