Metamarketing is a new form of marketing in which practitioners go beyond the straightforward marriage of traditional and digital marketing techniques to offer a genuine physical and digital convergence in an interactive and immersive customer experience.
In the newly updated Marketing 6.0: The Future is Immersive, celebrated promoter of the "Four P's of Marketing," Philip Kotler, walks you through how you can use technology to address the needs of your customers and have an impact on your industry and the wider world. This book equips marketers for the new age of metamarketing, providing you with a way to integrate tech and business model evolution with the significant changes in consumer behaviors noticed over the past decade.
The author explains the building blocks of metamarketing and the technologies and platforms that Generations Z and Alpha use every day. You'll learn how to tap into metaverses and extended reality, and discover the most common obstacles, pitfalls, and mistakes encountered by marketers doing their best to operate in this more interactive and immersive environment.
Marketing 6.0 insightfully develops themes of sustainability and novel technology that contemporary businesses need to understand to remain relevant during a dynamic and exciting era of commerce. The authors show you how to exploit traditional and digital marketing techniques to leverage consumers' continuing desire to maintain human interaction while exploring the new possibilities unlocked by the latest technologies.
Perfect for managers, executives, board members, and other business leaders seeking to remain ahead of curve as the marketing landscape shifts underneath their feet, Marketing 6.0 will also prove indispensable to a new generation of marketers, advertisers, content creators, and similar professionals.
Part I Introduction to Marketing 6.0 1
1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3
2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25
3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41
4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59
Part II The Marketing 6.0 Enabler and Environment 81
5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83
6 Building Extended Realities: The Immersive Experience in Real Life 107
7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131
Part III The Marketing 6.0 Experience 157
8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159
9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185
10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209
Acknowledgments 235
About the Aut...hors 237
Index 239