What Marketers Need to Know as We Enter Marketing 6.0 Era

What is Marketing 6.0? What Updates Are Needed? Check It Out

Entrepreneurs who have been in business for a long time have likely witnessed the evolution of marketing through various eras. From the Marketing 1.0 era, which focused primarily on products and services, to Marketing 2.0, which prioritized the consumer above all else, followed by Marketing 3.0, which emphasized the values and spirit of the brand, and then Marketing 4.0, which brought about a significant transformation by fully integrating technology and digital tools into marketing. Now we are approaching Marketing 5.0, which focuses on creating meaningful and positive experiences for customers.

Today, we are on the verge of entering the era of “Marketing 6.0,” characterized by a seamless integration of humans and technology. Many experts refer to this era as the age of boundaryless marketing (between the online world and the physical world). As marketers, it is essential for us to understand what marketing 6.0 entails and what preparations are needed before we officially enter this new era.

What is Marketing 6.0?

Marketing 6.0 is a concept that focuses on integrating technology with human elements to create the best possible experiences for customers. It originates from the growing role of technology in people’s daily lives, combined with a desire to return to more human-centric interactions.

In the marketing 6.0 era, there will be an emphasis on using technology wisely, such as artificial intelligence (AI) and big data analytics, to gain deep insights into customer behavior and needs. However, it will also maintain a strong focus on building relationships and fostering human-to-human interactions.

5 Things Marketers Need to Know to Prepare for Marketing 6.0

1. Integration of Offline and Online (Phygital Marketing) with O2O Customer Data Platforms

Phygital Marketing combines physical and digital experiences to create a seamless customer experience. In the marketing 6.0 era, marketers need to understand and effectively utilize O2O (Online-to-Offline) Customer Data Platforms. These platforms help collect and analyze customer data from both online and offline channels, providing a comprehensive understanding of customer behavior and needs. This information can then be used to design marketing strategies that bridge the gap between these two worlds. Examples include using QR codes in stores for customers to scan and receive additional product information or employing location-based marketing to send special offers to customers near the store’s location.

2. Marketing to Gen Z and Alpha

Generation Z (born between 1997-2012) and Generation Alpha (born from 2013 onwards) are increasingly important target groups in the marketing 6.0 era. These groups have grown up with digital technology and exhibit consumption behaviors that differ from previous generations. Key characteristics of these groups that marketers need to understand include:

• Interest in social and environmental issues
• Proficiency in using social media and online platforms
• Desire for engagement and self-expression
• Expectations for brand transparency and authenticity

Marketing to these target groups should focus on creating meaningful and relevant content, whether through strategic influencer marketing or campaigns that encourage participation and creativity. Additionally, using new platforms like TikTok or Instagram Reels is crucial for reaching these consumers effectively.

3. Experience Becomes a Brand Asset

In marketing 6.0, customer experience is no longer just a supplement to products or services but becomes a core asset that brands need to prioritize and continuously develop. Marketers must understand that whenever customers spend money, they are not just buying a product or service but are also purchasing the entire experience associated with the brand. If a brand excels in this area, it can create memorable and valuable experiences for customers, leading to brand loyalty and positive word-of-mouth.

Examples of creating experience as a brand asset include:

• Hosting events or workshops related to products or services
• Building customer communities for sharing experiences and feedback
• Using VR or AR technology to offer immersive experiences
• Designing packaging that provides a special experience when opening and using the product

4. Not Just Personalized Marketing, But Real-time Hyper Personalized Marketing

In the marketing 6.0 era, traditional personalized marketing is no longer sufficient. Marketers need to advance to real-time hyper personalized marketing, which involves delivering content, offers, or experiences tailored to the individual in real time using advanced data and technology. This means leveraging big data analysis, artificial intelligence (AI), and machine learning to accurately predict each customer's needs and behaviors.

Examples of Real-time Hyper Personalized Marketing include:

• Recommending relevant products on a website based on the customer's current browsing behavior
• Sending messages or emails customized according to the customer's location, time, and current activities
• Implementing dynamic pricing and promotions based on each customer's demand and behavior
• Using chatbots that provide personalized recommendations and responses tailored to individual customers

5. Developing Both Human and Technological Skills—Not Just Focusing on One

In the marketing 6.0 era, marketers need to develop both human (soft) skills and technological (hard) skills in tandem to create a balance between leveraging technology and building meaningful relationships with customers.

Examples of important human skills for business include:

• Understanding consumer behavior and psychology
• Creativity and innovative problem-solving
• Communication and storytelling
• Understanding culture and diversity
• Teamwork and networking

Examples of necessary technological skills include:

• Data analysis and data science
• Using AI and machine learning tools
• Understanding blockchain technology and NFTs
• Utilizing social media platforms and digital marketing tools
• Knowledge of UX/UI design
• Combining both sets of skills will enable marketers to create effective strategies, using technology to enhance efficiency and precision in marketing while maintaining a human touch and building genuine relationships with customers.

As we know, one crucial skill for marketers is the willingness to continuously learn new things. In the marketing 6.0 era, we need to be exceptionally adaptable because changes in the world will not occur just once or twice a year or quarterly anymore. They could happen daily or weekly. With the integration of human elements and technology, anything can happen at any time. Therefore, understanding and wisely applying technology, alongside valuing human aspects, will be key to achieving success and creating differentiation in the marketing 6.0 era.