Marketing 4.

0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Chapter 3

The Influential Digital Subcultures

• Youth for Mind Share,
• Women for Market Share, and
• Netizens for Heart Share

Present by:
Bambang Suwarno

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Not All Customer Segments Are Created Equal

L o y a l Brand A d vo cate s
Universitas Sumatera Utara
www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Youth for Mind Share

Early adopter - Trend setters - Game changers

Universitas Sumatera Utara
www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Women for Market Share

Information Collector
Holistic Shoppers
De-factor Household Manager
 Chief Financial Officer
 Purchasing Manager
 Asset Managers

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Netizens for Hearth Share

Expressive Evangelists
Content Contributors
Social Connectors
 Overwhelmingly
connect, communicate

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Influential
Subculture

Keys to
Digital
Economy

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno
 Marketing 4.0
Moving from Traditional to Digital
Philips Kotler, Hermawan Kartajaya, Iwan Setiawan

Universitas Sumatera Utara

www.usu.ac.id Create: Bambang suwarno