Monthly Archives: December 2017

行銷4.0書評

行銷4.0討論數位旅程如何塑造新的行銷觀念

行銷 4.0

行銷之父科特勒在開場談論為何要從3.0進化成4.0,整本書架構清楚且簡潔有力有3個部分組成,在第1部分討論數位行銷的特性,而本書主要重點在第2部分談及新的用戶旅程以及產業原型,最後第3部分討論到行銷4.0的實際應用,每個章節結尾處都附帶問題,值得讀者反思應用。

雖然本書介紹了一些數位行銷觀念,科特勒並沒有建議我們拋棄舊式行銷手法,而是要做數位跟傳統行銷整合,我們不僅要從數位行銷中觀察數據,更要學習用人類學家方式觀察用戶的行為,站在顧客角度來思考才有辦法面對競爭對手做出差異化

MARKETING 4.0 book review

Marketing 4.0: Moving From Traditional to Digital by Philip Kotler

MARKETING 4.0 discusses new marketing concepts shaped by the digital journey.

Philip Kotler is a well-known author of marketing. In the prologue, he talks about why brings marketing 3.0 into 4.0. The book organization is clear and solid. It consists of three parts. Part 1, he talks about the new feature of digital marketing. Then, the core framework of this book in part 2 is mainly about the new customer path and industry archetype. Finally, part 3 is the application of marketing 4.0.Every chapter contains Reflection Questions in the end. The readers could answer these questions to stimulate your thoughts before reading each topic.

Although this book introduces some digital marketing concepts, Philip Kotler doesn’t suggest us forsake the traditional ones. Instead, we should integrate both of digital and traditional concepts.He also reminds us digital marketing is not just data metrics. We should learn from anthropology to observe the behavior of digital users. Standing in your target audience’ shoes is what you differentiate from your competitor.