As an advertising and marketing professional myself, first of all, I would like to start by talking about the concept of marketing. In business, marketing is the process of exploring, creating and delivering válue to customers to satisfy the needs of a target market in terms of goods and services. According to the theorist Philip Kotler, marketing is a social and managerial process by which groups and individuals obtain what they need and want by generating, offering and exchanging products of value with their peers. Kottler is considered the father of marketing as he was the creator of the first marketing book in 1967 sixteen sixty seven called "marketing management" and his aim was to put the discipline of marketing on a solid foundation of social sciences, based mainly on economic studies (of which he is a professional), mathematics and psychology. With the rise of the internet in the early in 90s nineties. Kottler updates his books every 3 years incorporating the latest concepts and trends, moving from offline advertising (BTL, ATL, ATT), to the new digital universe, which more and more companies want to reach. according to kotler defines it as: "...It is the one that emerges in today's information age based on information technologies. Informants are well informed and can compare different offers of similar products". In 2017 (twuenty seventeen) the book Moving from Traditional to Digital (marketing4.0), is the new contribution of the master Philip Kotler together with Hermawan Kartajaya and Iwan Setiawan to the changes that are occurring as a result of the continuous evolution of society(sósiedy)and technology, after the first approach(e`proch) that reprisented MARKETING 3.0 (in 2010 twuenty ten) on the new ways to reach rèch the consumer. Marketing 4.0 is defined as the new stage steich of marketing. It’s main(mein) objective is to generate a sense of trust and loyalty with our(aour) customers. It combines online interaction with digital marketing and offline interaction with traditional marketing. Brands are integrating online and offline channels trying to combine the best of both worlds; the immediacy of online channels and the intimacy of online channels with the differentiating power of offline actions. Through this so-called "omni-channel" strategy, a transparent and consistent(ken'sistent) experience is expected(ikxpected). In addition E’DISHEN to this multiple relationship between brand and consumer, it is complemented by machine-to-machine connections through artificial intelligence which improves marketing productivity(DY), and the human-tohuman connection which improves customer engagement(INGAJMENT and loyalty.LOIELTÉ Marketers, on the other hand, need a range RÀNJ of tactics to engage inGAJ the customer. There are three new techniques to increase engagement(INGAJMENT in the digital age AIJ. First, companies can use mobile apps to enhance(inhans) the digital customer experience. Second, they can use social CRM to engage customers in conversations and provide solutions. And finally, they can use gamification to guide customer behaviours. Examples of Marketing 4.0 Chatbots; Without a doubt, most digital businesses have a chatbot on their website. The aim(ám) of these chatbots is none(nón) other than to resolve(rézalv) customer queries (quiris) more quickly, impruving the user experience. Creation crieichon of ine’vadiv content; the Internet is already full of content, but not all content is appropriate, so it is vital to generate valuable vályble content for our aur potential customers. Accompanying akempenién our customer; Perhaps(perjaps) for many this is unknown, but the big brands are already implementing this 4.0(four point ou) marketing strategy. In this way we will make our potential customer feel comfortable(kemfordel), safe and accompanied in their buying process as if it were a physical shop (e-commerce shops). Women, young people and internet users are the most influential group in the digital age and are the key to marketing the digital economy. Young people are pioneering(píoniring)new products and technologies, as well as being trendsetters themselves. In the digital economy, marketers need to focus on three main sources of influence: their own, others' and external. This is called the O-Zone, which can be very useful in optimizing our marketing efforts. Digital marketing and social media is a very broad field and continuous innovation(nowadays nowdaz marketing five point ou), with the ad/vent of the digital era every day companies, institutions or independent marketing professionals, are in the task of ivolving with the help of social networks, websites, and marketing departments, to promote their products or services and build a link with their target audience, to attract more customers and position themselves as leaders in the competitive global market.
