a book to navigate the new era of Marketing

Marketing 6.0 by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan explores the keys to the new era of marketing and its evolution towards the immersive.

In recent years, technology has revolutionized interactions between customers and brands, all enhanced thanks to the union of the physical and digital world, which becomes the scene of the new marketing revolution. In this way the relevance of the immersive becomes the central point of the book Marketing 6.0 of Philip Kotler, Hermawan Kartajaya and Iwan Setiawan.

The book reviews the practice of marketing, which began with the leading product of that Marketing 1.0 focused solely on sales, to give way to other versions of marketing that took into account the customer’s perspective, sustainability, digital, or driven by the AI. Until reaching its current point: immersive marketing or Marketing 6.0.

As the authors explain, this model, which is also known as metamarketing, encompasses a series of tactical strategies that allow companies to offer immersive experiences in physical and digital media. And to achieve this, Marketing 6.0 is based on three fundamental pillars: the experience, the environment and the environment.

Metamarketing: the new marketing revolution

Artificial intelligence, augmented reality and an analysis of the generations that are producing the change (Generation Z and alpha), and emerging trends, are just some of the aspects they delve into. Philip Kotlerconsidered the father of modern marketing; Hermawan Kartajaya, founder and president of M Corp; and Iwan SetiawanChief Operating Officer at MarkPlus, Inc. Additionally, the authors prepare the reader to confront radical changes in consumer behaviors and evolve their business model.

As the book states, marketing is evolving to meet global challenges and changing customer expectations, so Aspects such as sustainability and new technologies help attract customers and increase the relevance of companies.

All this in an era where language-based AI, Chatbots, voice assistants and ChatGPT They are taking the capabilities of technology to new limits, and where the union between digital and physical through technologies is present in everyday life.

In this way, metamarketing is presented as the new era of marketing by going beyond the limits of traditional and digital to offer a more active and immersive experience in physical and digital spaces. “Metamarketing is increasingly important to attract Generation Z and Alpha, so organizations must start adopting it,” the authors propose.

Metamarketing and the emergence of native “phygitales”

Over the last few decades, marketing has favored the Generation Y or millennials, But as younger people acquire more purchasing power and make up an increasingly larger segment of their target audience, native “phygitals” become more important to marketers.

Members of this target are not only connected to the Internet as a tool, but consider the Internet as an integral part of their daily lives. “They are continually connected through multiple screens, even in social situations, and have a higher level of immersion in digital environments.”

These characteristics mean that connecting with members of these generations requires a complete change of schemes. Well, due to a life of immersion in digital stimulation and mass messages, Generation Z and Generation Alpha have selective attention spanswhich results in a clear preference for personalized content and a tendency to ignore irrelevant messages.

«The rise of TikTok exemplifies this. The popularity of its short format and its strong personalization algorithm with GenZ led Instagram and YouTube to follow suit with their versions called reels and shorts respectively. “These new platforms cater to selective attention, allowing people to scroll endlessly through short-form content on social media.”

Marketing 6.0: a new way to reach the audience

The book Marketing 6.0thus continuing the work of Philip Kotler after the publication of the books Marketing 3.0, Marketing 4.0 and Marketing 5.0to analyze an industry composed of microtrendswhere technology has radically changed the way advertisers and audiences interact.

The new consumer postures, and the generations that promote new consumption models, are the protagonists of this digital lifestyle that is based on five key areas: content, social networks, e-commerce, artificial intelligence and devices.

«We are seeing the rise of microtrends in five key areas of the digital lifestyle – content, social networks, e-commerce, artificial intelligence and devices – reflecting younger generations’ preference for more interactive and immersive experiences. Short-form video is taking over to leverage micro-moments of immersion during the customer journey, while social media is shifting toward smaller, more specialized communities. Additionally, e-commerce is expanding beyond traditional websites and marketplaces to include more interactive modalities such as social commerce, conversational commerce, and live commerce.”