Kotler’s “Marketing 5.0” Summary Part 3: To improve the new customer experience, Co-author explains.


“Kotler’s Marketing 5.0” (Japanese edition) has been released in April 2022.

transcosmos held a webinar by Mr. Ivan Setiawan, the co-author of this book, in December 2020, which was very well received. The contents of what the co-author himself had to say about the contents of “Marketing 5.0” are summarized in this article.

This article explains and introduces the third installment, “Technology to enhance new customer experiences“.

Next-Generation Technologies to Accelerate Marketing

Next-generation technologies are those that are originated from human. Technology tries to mimic human capabilities. Technologies that allow machines to follow human behaviors include AI, natural language processing, sensors, and robotics.
Let’s look at the each relevance.

Humans have the ability to think, but machines equipped with AI (Artificial Intelligence), which uses the same model as the human brain and can reproduce the mechanism of how the human brain thinks.

People use language to communicate, but machines use a technology called natural language processing to help computers understand the very nuances of human communication and language. It is mainly used for chatbots, voice recognition, and voice assistants represented by voice technologies such as Apple’s Siri, Google Assistant, and Amazon Alexa.

People have five senses, but machines have sensors.Sensor technology replicates the human ability to see and feel. For example, facial recognition technology is used to know who you are talking to, and voice recognition technology reproduces what you hear. And while humans move their hands and bodies, machines express movement through robotics. This allows machines to do the work instead of people. Furthermore, people can imagine and dream, but somehow similary, machines have what is called mixed reality, a mixture of augmented reality (AR) and virtual reality (VR).

People like to bond with others, such as friends and family, but even machines like to be connected with other machines. This can be reffered as IoT. There is also blockchain technology in recording financial transactions, ledgers, and sales slips. This connects machines to machines, and then connects the people who use these machines to each other.

What is IoT?

What is Blockchain?

To improve the new customer experience

How can we use these technologies to amplify new customer experiences? We will use a variety of technologies for each of the 5A phases in order to leverage the knowledge gained from Marketing 4.0.

There are many methods available today, and more will be available in the future. And we will continue to see more and more opportunities to use next-generation technologies for better customer experiences. By effectively employing next-generation technologies in each measure, we can amplify the range of customer experience.

In the 4th and final part of this series, we will introduce “The five components of Marketing 5.0”. Please continue for reading.

Mr. Iwan Setiawan
Markplus CEO
He holds an MBA from the Kellogg School of Management at Northwestern University. During the 15 years since graduation, he has developed marketing strategies for more than 100 companies. As CEO of Markplus in Indonesia, he co-authored “Kotler’s Marketing 3.0” and “Kotler’s Marketing 4.0” with Philip Kotler and Hermawan Kartajaya, Chairman of Markplus, whose books have been translated into 23 languages in 27 countries. His latest and final book, Marketing 5.0, was released in February 2021. The Japanese edition was also released in April 2022.

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