What is Marketing 4.0?
Moving from Traditional to Digital
FROM SEGMENTATION AND TARGETING: TFC still relies on creating a persona for its ads through TV which is part of mass media
TO
CUSTOMER COMMUNITY CONFIRMATION: in addition to mass media, TFC makes use of emailers as a form of permission marketing for customers to opt in receiving marketing mails
FROM BRAND POSITIONING AND DIFFERENTIATION: My team at work is responsible for brand and logo guidelines to be consistent with the overall brand essence set by the company in commitment to its consumers however
TO
BRAND CLARIFICATION OF CHARACTERS AND CODES: the TFC look of the baby boomer customers against the new TFC look and feel at present has been refreshed but still identifiable.
FROM SELLING THE FOUR P’S : It was clear cut of TFC on what sales channels it distributes its content and products determined by the value it presents against competitors of the same selling area
TO
COMMERCIALIZING THE FOUR C’S: Now that digital has dawned upon many similar businesses, 1-to-1 communication has been the priority and across geographies launching new business minimum viable product or MVP model has been the buzz word to make the pricing flexible in consideration as well that shared access of TFC online to watch shows follows the Netflix user model i.e. 1 access with 3 people sharing. For each episode, the interface displays a place to comment using Facebook profile which allows real-time conversations.
FROM CUSTOMER SERVICE PROCESSES : While TFC maintains its customer call center and dealers to physically attend to all customer queries, the company recognizes it can cut down costs on human resource by …
TO
COLLABORATIVE CUSTOMER CARE : creating help centers and FAQs on the website coming from previous logged queries.
Integrating Traditional and Digital
The integration of traditional marketing (which strongly builds awareness and interest) with digital (which drives action and advocacy) creates numerous interactions that help enrich the customer’s experience with the brand and its products. TFC is able to cross-sell various products by use of analytics in order to promote related information from site visitors who have shown similar interest to a particular celebrity.
SUMMARY: REDEFINING MARKETING IN THE DIGITAL
ECONOMY
Q:How can your brand develop a powerful differentiation based on human-to-human touch in the digital world?
A: By staying true and authentic to its brand personality, tone and manner – a conversational online presence should drive familiarity and utilizing Facebook Live events for concerts should help Overseas Filipinos (OFs) to feel close to home or immersed in the experience.
Q: How can your business transition from the traditional 4Ps to the digital 4Cs by adopting co-creation, taking advantage of currency-like pricing, engaging in communal activation and driving conversation?
A: The company has started a business model mentioned earlier for the TFC online product but it can still enhance co-creation and conversation by further looking into partnering with younger online content creators who are Filipino or have Filipino blood to reach a new audience.
Q: What are the fundamental changes required in your customer-service strategy to embrace collaborative customer care?
A: In my point of view, start investing on artificial intelligence (i.e. AI). AI will be able to address any routinary transaction and invest human resource into more complex services.