book

Marketing 5.0

by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

February 2021

Beginner

224 pages

4h 55m

English

Wiley

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Marketing 4.0: The Pivot to DigitalIt's Time for Marketing 5.0What Is Marketing 5.0?How Technology Can Enhance MarketingFive Components of Marketing 5.0Summary: Technology for Humanity
Challenges of Serving Different GenerationsThe Five GenerationsThe Life Stages of the Five GenerationsGeneration Gap and Marketing EvolutionSummary: Marketing to Baby Boomers, X, Y, Z, and Alpha

The Polarized SocietyWhy Inclusivity and Sustainability MatterAligning Strategies to Sustainable Development GoalsSummary: Creating Inclusivity and Sustainability for Society
The Digital Divide Still ExistsThe Perils and Promises of DigitalizationTechnology Can Be PersonalTechnology Can Be SocialTechnology Can Be ExperientialSummary: Making Tech Personal, Social, and Experiential
Case Study: COVID-19 as the Digitalization AcceleratorDigital Readiness AssessmentHow Ready Are You to Go Digital?Strategies to Migrate Customers to Digital ChannelsStrategies to Build Digital CapabilitiesStrategies to Strengthen Digital LeadershipSummary: One Size Doesn't Fit All
Next Tech Made PossibleReimagining Business with the Next TechSummary: It's Time for Human-Like Technologies to Take Off
Revisiting Customer Experience in the Digital WorldKeeping Track of Touchpoints: The 5A'sHuman and Machine in the New CXLeveraging the Next Tech for the New CX: A ChecklistSummary: Machines Are Cool, But Humans Are Warm
The Segments of OneSetting Up Data-Driven MarketingSummary: Building Data Ecosystem for Better Targeting
Predictive Marketing ApplicationsBuilding Predictive Marketing ModelsSummary: Anticipating Market Demand with Proactive Action
Building Smart Sensing InfrastructureDelivering Three Levels of Personalized ExperienceSummary: Making a Personalized Sense-and-Respond Experience
Building Tiered Customer InterfacesProviding Digital Tools for FrontlinersSummary: Delivering Tech-Empowered Human Interaction
Why Agile Marketing?Setting Up Agile MarketingAgile Marketing Project ManagementSummary: Executing Marketing Initiatives at Pace and Scale

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CHAPTER 4Digital Divide: Making Tech Personal, Social, and Experiential

In the April 2000 issue, Wired published an article titled “Why the Future Doesn't Need Us” by Bill Joy—a co-founder of Sun Microsystems. The article postulated a dystopian scenario whereby machines with superior intelligence would displace humans—known as the Singularity era. In that final year of the 20th century, Wired also released several other cover stories that explored the combination of robotics and artificial intelligence (AI) and predicted how those advanced technologies would impact the future of humanity.

After two decades, the predicted scenario has not yet materialized. The Singularity is still a matter of debate. Elon Musk of Tesla and Jack Ma of Alibaba famously had an argument on “human versus machine” at the World AI Conference stage in 2019. Elon Musk reiterated Bill Joy's concern that AI could end human civilization while Jack Ma maintained that humans would always be far superior to machines because of their emotional capacity.

Businesspeople have been wary of the threat of AI, from the loss of jobs to the extinction of humanity. But many wonder whether the danger is overrated. We imagined a long time ago futuristic AI-powered automation, such as fully automated smart homes, autonomous cars, and self-manufacturing 3D printers. But the automation has only made them available in forms of limited prototypes and has not managed to go mainstream.

Automation will indeed continue to take ...