Cover	1
	Title Page	5
	Copyright Page	6
	Contents	9
	About the Authors	11
	Acknowledgments	13
	Part I Introduction	15
	Chapter 1 Welcome to Marketing 5.0: Technology for Humanity	17
	Marketing 4.0: The Pivot to Digital	18
	It’s Time for Marketing 5.0	19
	What Is Marketing 5.0?	20
	How Technology Can Enhance Marketing	24
	Five Components of Marketing 5.0	26
	Discipline 1: Data-Driven Marketing	26
	Discipline 2: Agile Marketing	27
	Application 1: Predictive Marketing	28
	Application 2: Contextual Marketing	28
	Application 3: Augmented Marketing	28
	Summary: Technology for Humanity	29
	Reflection Questions	29
	Part II Challenges Marketers Face in a Digital World	31
	Chapter 2 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha	33
	Challenges of Serving Different Generations	34
	The Five Generations	35
	Baby Boomers: The Aging Economic Powerhouse	35
	Generation X: The Middle-Child Leaders	37
	Generation Y: The Gen-Why Millennials	38
	Generation Z: The First Digital Natives	39
	Generation Alpha: The Children of Millennials	41
	The Life Stages of the Five Generations	42
	Generation Gap and Marketing Evolution	44
	Marketing 1.0: Product Centric	45
	Marketing 2.0: Customer Centric	46
	Marketing 3.0: Human Centric	46
	Marketing 4.0: Traditional to Digital	47
	Marketing 5.0: Technology for Humanity	47
	Summary: Marketing to Baby Boomers, X, Y, Z, and Alpha	47
	Reflection Questions	48
	Chapter 3 Prosperity Polarization: Creating Inclusivity and Sustainability for Society	49
	The Polarized Society	50
	Polarization of Jobs	51
	Polarization of Ideologies	52
	Polarization of Lifestyles	53
	Polarization of Markets	54
	Why Inclusivity and Sustainability Matter	56
	The Sustainable Growth Imperative	56
	The New Hygiene Factor	58
	The Push from Within	59
	Aligning Strategies to Sustainable Development Goals	60
	Summary: Creating Inclusivity and Sustainability for Society	63
	Reflection Questions	64
	Chapter 4 Digital Divide: Making Tech Personal, Social, and Experiential	65
	The Digital Divide Still Exists	66
	The Perils and Promises of Digitalization	68
	Perils of Digitalization	68
	Promises of Digitalization	71
	Technology Can Be Personal	74
	Embracing Selective Attention	74
	Allowing Individual Control	75
	Technology Can Be Social	76
	Facilitating Interpersonal Connection	76
	Driving the Pursuit of Aspiration	77
	Technology Can Be Experiential	78
	Empowering High-Touch Interaction	78
	Providing Constant Engagement	79
	Summary: Making Tech Personal, Social, and Experiential	80
	Reflection Questions	81
	Part III New Strategies for Tech-Empowered Marketing	83
	Chapter 5 The Digital-Ready Organization: One Strategy Doesn’t Fit All	85
	Case Study: COVID-19 as the Digitalization Accelerator	86
	Digital Readiness Assessment	88
	#1 “Origin” Quadrant	89
	#2 “Onward” Quadrant	91
	#3 “Organic” Quadrant	92
	#4 “Omni” Quadrant	93
	How Ready Are You to Go Digital?	94
	Strategies to Migrate Customers to Digital Channels	95
	#1 Provide the Incentive to Go Digital	95
	#2 Address Frustration Points with Digital	95
	#3 Recreate Desired Physical Interactions with Digital	96
	Strategies to Build Digital Capabilities	96
	#1 Invest in Digital Infrastructure	96
	#2 Develop Digital Customer Experience	97
	#3 Establish Strong Digital Organization	97
	Strategies to Strengthen Digital Leadership	98
	#1 Adopt the Next Tech	98
	#2 Introduce the New CX	99
	#3 Strengthen Position as the Digital-First Brand	99
	Summary: One Size Doesn’t Fit All	100
	Reflection Questions	101
	Chapter 6 The Next Tech: It’s Time for Human-Like Technologies to Take Off	103
	Next Tech Made Possible	104
	Computing Power	104
	Open-Source Software	105
	The Internet	106
	Cloud Computing	106
	Mobile Devices	106
	Big Data	107
	Reimagining Business with the Next Tech	107
	Artificial Intelligence	109
	Natural Language Processing (NLP)	111
	Sensor Tech	112
	Robotics	114
	Mixed Reality (MR)	115
	Internet of Things (IoT) and Blockchain	116
	Summary: It’s Time for Human-Like Technologies to Take Off	118
	Reflection Questions	119
	Chapter 7 The New CX: Machines Are Cool, but Humans Are Warm	121
	Revisiting Customer Experience in the Digital World	122
	Keeping Track of Touchpoints: The 5A’s	123
	Human and Machine in the New CX	125
	Variations in Handling Information	126
	Collaborative Human and Machine Thinking	129
	Human and Machine in Customer Interface	130
	Leveraging the Next Tech for the New CX: A Checklist	132
	Advertising	132
	Content Marketing	133
	Direct Marketing	134
	Sales Customer Relationship Management (Sales CRM)	134
	Distribution Channel	135
	Product and Service	136
	Service Customer Relationship Management (Service CRM)	137
	Summary: Machines Are Cool, But Humans Are Warm	139
	Reflection Questions	140
	Part IV New Tactics Leveraging Marketing Tech	141
	Chapter 8 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting	143
	The Segments of One	144
	Four Methods of Segmentation	144
	Developing a Persona	146
	Setting Up Data-Driven Marketing	148
	Step 1: Define the Data-Driven Marketing Objectives	150
	Step 2: Identify Data Requirements and Availability	151
	Step 3: Build an Integrated Data Ecosystem	153
	Summary: Building Data Ecosystem for Better Targeting	154
	Reflection Questions	155
	Chapter 9 Predictive Marketing: Anticipating Market Demand with Proactive Action	157
	Predictive Marketing Applications	158
	Predictive Customer Management	160
	Predictive Product Management	161
	Predictive Brand Management	163
	Building Predictive Marketing Models	164
	Regression Modeling for Simple Predictions	164
	Collaborative Filtering for Recommendation Systems	166
	Neural Network for Complex Predictions	167
	Summary: Anticipating Market Demand with Proactive Action	169
	Reflection Questions	170
	Chapter 10 Contextual Marketing: Making a Personalized Sense-and-Respond Experience	171
	Building Smart Sensing Infrastructure	172
	Using Proximity Sensors for Contextual Response at the Point of Sale	172
	Utilizing Biometrics to Trigger Personalized Actions	174
	Creating a Direct Channel to Customer Premises	177
	Delivering Three Levels of Personalized Experience	178
	Level 1: Personalized Information	179
	Level 2: Customized Interaction	180
	Level 3: Total Immersion	180
	Summary: Making a Personalized Sense-and-Respond Experience	181
	Reflection Questions	182
	Chapter 11 Augmented Marketing: Delivering Tech-Empowered Human Interaction	183
	Building Tiered Customer Interfaces	185
	Tiered Sales Interfaces	186
	Tiered Customer Service Interfaces	188
	Providing Digital Tools for Frontliners	191
	Summary: Delivering Tech-Empowered Human Interaction	193
	Reflection Questions	194
	Chapter 12 Agile Marketing: Executing Operations at Pace and Scale	195
	Why Agile Marketing?	196
	Setting Up Agile Marketing	197
	Build a Real-Time Analytics Capability	198
	Establish Decentralized Teams	200
	Develop a Flexible Product Platform	201
	Develop Concurrent Process	202
	Perform Rapid Experimentation	203
	Embrace Open Innovation	204
	Agile Marketing Project Management	205
	Summary: Executing Marketing Initiatives at Pace and Scale	207
	Reflection Questions	208
	Index	209
	EULA	221