Marketing 6.0

CHAPTER 1Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta

The Marketing X.0 book series explores the shifts in the business landscape and how those shifts would change how marketers approach marketing. The first installment, Marketing 3.0: From Products to Customers to the Human Spirit, examines how marketing has come full circle in its evolution to serve humanity. In Marketing 3.0, customers look for not only functional and emotional satisfaction but also spiritual fulfillment from the brands they choose. As the subtitle suggests, the book describes the major shifts from product‐driven marketing (1.0) to customer‐oriented marketing (2.0) to human‐centric marketing (3.0).

Very forward‐looking at the time of its publication in 2010, the book provided a blueprint for engaging modern customers seeking to do business with companies that positively impact society. Today, incorporating sustainability themes in marketing is crucial to remain relevant, particularly in light of the United Nations' Sustainable Development Goals (SDGs). By aligning their marketing with the SDGs, businesses can demonstrate their commitment to solving humanity's biggest problems.

One of the key roles of marketing is to communicate value and build trust with the customers, allowing brands to influence behaviors. Procter & Gamble, for example, is leveraging its massive share of voice to drive change through marketing. One of the world's largest advertisers, P&G advocates diversity, equity, and ...