The revolution of Marketing 4.0

Written by

Laura Olba

INBOUND MARKETING · 23 / 01 / 2020

Marketing has been, is and will be a world yet to be discovered in which any detail or theory can always be taken one more turn to squeeze its maximum potential. This characteristic of marketing makes us complicit, to marketers, of a process of evolution and, especially of revolution, increasingly infinite and interesting.

From traditional Marketing to Digital Marketing: 5 key differences

Surely we agree that the digital era has managed to open the doors to traditional marketing, also known as marketing, from (almost) every corner of the world. But, in addition to the great advantage of the scope offered by the digital world, what are the clearest differences between these two marketing concepts?

  • The main objective or targeting

Traditional marketing is based on selling a product or service. The features and functions of this are the main objective of the marketers. If we talk about digital marketing, its objective goes far beyond the product. It is based on a real need of a specific audience or consumer. The focus of everything are the consumers, what interests them, what they need, and the aim of marketers is to satisfy that need.

  • Segmentation

At the hand of targeting, segmentation in offline marketing is based on a generalized audience, since the focus is on the product and not on the buyer of the product. In digital marketing strategies, segmentation is a success factor, since the possibilities presented by today’s tools are endless.

  • The type of communication

Communication in traditional marketing is unidirectional, born from companies and reaches consumers with a clear and direct message, but with digital marketing on the table we see that communication is one of the aspects that has most changed. It is fully bidirectional. Online marketing has opened the way to a conversation between consumers and companies, being able not only to talk about the products and services of the market but also of values, principles, problems and solutions beyond the material.

  • The measurement of results

This factor is obvious, which is easier, do you measure the impressions that an advertising billboard has had on the M-30 or enter Facebook Insights and write down the result of the impressions that an advertisement has had in recent days? The measurement of results in terms of advertising has evolved incredibly with digital marketing.

  • Loyalty

Along with communication, another success factor is loyalty. Thanks to good communication and a focus on customer needs, digital marketing offers the possibility of creating and maintaining a link with the consumer that brings a benefit to both. While traditional marketing reduces the chances of loyalty due to its focus on sales, rather than creating a long-term relationship with the consumer.

Revolución del marketing


The evolution of traditional marketing to what we now know as digital marketing thanks to advances in technology has allowed us to know a sector with infinite possibilities of activity and, in addition, is still in constant motion. Now that you know the most important differences between offline and online, you can start defining a digital marketing strategy for your business, what are you waiting for?

But as we said, this does not end here. From the concept of digital marketing we move to what is now known as marketing 4.0, what is it about and what advantages does this new era have?

The move to Marketing 4.0: omnichannel

As Philip Kotler, the digital marketing guru, says: “Marketing 4.0 arises when the offline knows the online, the style knows the substance, and the machines know the human.”

Marketing 4.0


Before we have commented on the main differences between the traditional and the digital, but this does not mean that the traditional is now obsolete. Quite the opposite. Marketing 4.0 is the perfect combination of offline world and the online world, and argues that both coexist and contribute the best of each consumer.

The fundamental aspects that characterize marketing 4.0 and that support this new digital era are some of those that I mention below:

  • The consumer as the center of everything.
  • Work with data as a key factor in your strategy, “Big Data”.
  • Transparency in strategies above all.
  • Accessibility and constant communication with users.
  • Know how to listen to the market and have a proactive attitude.
  • Maintain a social and economic commitment.
  • Offer and understand security and privacy.

Marketing 4.0 offers us an immense amount of options and connections between users, between companies and, for me, the most remarkable and interesting of this is the connection between cultures. We have at our disposal so much information and useful tools to meet needs, join concerns and solve problems that we, such as marketers, look for the good use of them, squeezing their potential and rediscovering day-to-day marketing.

New Trends in Digital Marketing

After everything we have commented on in this post it seems that digital marketing is at its highest point of evolution, picking up the best of the traditional and exploiting the best of the digital. Well no, and thankfully … we have so much to discover!

Finally I will leave here some of the trends that we can see in the next year:

  • Voice searches: the way to search on the internet is changing. We no longer look for single words like “eating paella”, now we say “Siri, look for places to eat paella near here”. Half of the potential of this type of search is still to be discovered and I am sure that next year we will see part of it.
  • Automation: automated processes and services, from emails to chatbots, process automation is the closest future. Of course, we will still need people to control the strategic processes.
  • Internet as television: the success model of HBO, Netflix, Amazon … soon it will take other producers to take advantage of the trend wave and completely transform television consumption.
  • Influencer Marketing: the user community relies on valuable content, and that content is increasingly presented by users with some influence on social networks. It is not surprising that this business model evolves and attracts new forms of social media advertising.

At Digital Menta we are professionals in digital marketing and form an updated team with the latest news and strategies to boost your business towards success. If you need help with any questions about the digital world, do not hesitate to contact us!


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