The first stage of marketing is Marketing 1.0, which emerged in the industrial age; It can be defined as a product-oriented approach as it mainly focuses on selling products without considering the needs and demands of the target market.
Marketing 2.0 is a customer-oriented era in which the value of the product is defined by the consumer. This marketing period stands out with detailed search and research on the needs and wishes of customers in order to reveal new target markets that have turned into positive conditions. (Jara et al., 2012: 854).
Marketing 3.0, or the people-centered era where values originate from marketing. Because consumers; They are active, anxious and creative people. In addition, they are more conscious and sensitive about the social and humanistic side of the brand, namely corporate responsibility, social and environmental dimension (Kotler et al., 2010: 4).
If Marketing 4.0 It is an effort to look at marketing in a different way. One-way communication was dominant in traditional marketing. However, connections and technology have changed the approach to marketing (Krauss, 2017: 26).
Table 1 summarizes the process up to Marketing 4.0. Product-oriented Marketing 1.0 is followed by customer-oriented Marketing 2.0, value-oriented Marketing 3.0 and virtual marketing-oriented Marketing 4.0, respectively.
Traditionally, companies use complex technological applications that collect, analyze, store and distribute information used in decision making. However, the sources and dimensions of available data differ.
Companies can quickly analyze the large and varied amount of data that they and their consumers produce every day (Kauffman and Panni, 2017: 96).
Today, information flows circulate at all levels of the economy and business, with dramatically increasing quantity, density, complexity and transparency. These changes in information flows and processes, combined with the enormous impact of computer technologies, have transformed the physical market into a "data medium". As a result, new business models emerge (Vassileva, 2017: 47).
The Internet only provides access to unlimited connection and interaction of institutions and individuals. This is also where user and product interaction offers the ability to bring together the previous 3 generations of marketing, elevating Marketing 4.0 by enabling interaction with products and products (Jara et al., 2012: 854). Digital
Technologies integrate with marketing activities continuously or intermittently, reaching Marketing 4.0, which is a new marketing approach (Vassileva, 2017: 47).
These changes are largely due to connectivity, interaction and computing capacity, thus enabling the use of technology. The first two features are more typically appropriate for information technology and communications, particularly the Internet, and the third is suitable for certain types of software designed for data collection, processing, and analysis (Kauffman and Panni, 2017: 96).
The new generation of customers is not just looking for products that will satisfy their basic needs, wants, desires and concerns. They must satisfy their creativity and value as defined in Marketing 3.0, but most importantly, they must also be part of the product, that is, be able to participate, interact with, and emerge as a result of the products. From the age of information technology,
can share and check whether the product really lives up to what it promises.
Therefore, just as the Internet no longer moves between data, marketing no longer moves around the product. Both marketing and the internet circulate among customers; It strengthens their interaction with users and offers them more data by taking into account the values coming from users (Jara et al., 2012: 852).
People and organizations are more interconnected than ever before. In this way, it enables them to share a virtual space with global reach to communicate, interact, exchange information, obtain information or any other product, thereby overcoming the barriers of time and space. On the other hand, the high level of interaction possible through communication with these technologies
It enables actors to develop a more active role, especially in their relations with consumers. New technology facilitates the connection and interaction of individuals and groups, as well as the spread of word-of-mouth information sharing (Kauffman and Panni, 2017: 96).
Looking at the studies on Marketing 4.0; Vassileva (2017) argued that technologies will transform the marketing organization and reshape the market space. In addition to summarizing the key challenges of digital disruption, she identified marketing opportunities envisioning information technology to assess the benefits.
Jara et al. (2012), the basic elements of Marketing 4.0, its relationship with Marketing 3.0 and its extension; and finally, to enable users to interact with the Internet and products.
They presented various technologies from the Internet of Things.
In Tarabasz's (2013) study, the marketing concept focuses on focal points and milestones, starting from the product-oriented; they have made an attempt to systematize it until it is customer-oriented and value-oriented. They also raised the issue of determining the possible direction of Marketing 4.0.
Świeczak (2017) developed a flexible approach in organizing marketing activities, supporting the identification of the application possibilities of Marketing 4.0.
He also presented the key elements of Marketing 4.0, discussed its relevance to the Marketing 3.0 concept, and explained that next generation marketing is a derivation of the Marketing 3.0 concept.
References:
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