The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.
In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Sample Chapter(s)
Foreword
Chapter 1: Marketing Environment in the Digital Transformation
Contents:
- Marketing Environment in the Digital Transformation
- Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing
- Recognize in the 4Rs: Digital Profiling and Recognition of Consumers
- Reach in the 4Rs: Coverage and Arrival of Digital Information
- Relationship in the 4Rs: Establishing a Basis for Continuous Relationship
- Return in the 4Rs: Making Deals and Profits
- Big Data Marketing Platforms: Applications of Big Data in Marketing
- Content Strategy of Digital Marketing
- Organizational Platform for Digital Marketing
- Management and Measurement of the Performance of Digital Marketing
Readership: CEOs, CMOs, entrepreneurs and senior executives.
"Every generation needs a breakthrough, and it is also true for marketing. I recommend the book Marketing Strategy in the Digital Age written by my partners and friends to you."
Philip Kotler (U.S.)
the Father of Modern Marketing
and Chief Consultant of KMG
"It is a book that reveals the 'emperor's new clothes' in digital marketing. Clear and pragmatic, it helps readers know what moves can drive the growth of enterprises in the digital age."
David C Edelman (U.S.)
the Global Co-leader of McKinsey Digital
"The ultimate driver of marketing lies in the continuous promotion of customer value, whose transition has long been the work focus of Kotler’s team. This book on new technology, new strategy and new value is a masterpiece and an excellent choice for entrepreneurs and managers hesitating on the way of transition."
Wu Guangquan
CEO of AVIC International
"This book, the 'NewArts of War', is a must for enterprises with an ambition to win a place in the digital age, whether it is 'Internet +' or '+ Internet' in the future."
Charles Tsu (U.S.)
member of MIT's board of trustees
CEO of EBO Fund, Taiwan
"It is the most systematic and pragmatic book about digital marketing strategy in the Chinese market for senior executives. It is very inspiring."
XieShaoyi
Global VP of Hewlett Packard Enterprise and General Manager of the Corporate Service Group, China
"The book is thoughtful and provocative; it is one of the best works on digital marketing strategy in the digital transition."
Doussaint P (France)
Professor at HEC Paris
"Marketing has entered the digital age driven by big data, where individuals are connected with each other. The basic idea of the authors is that we must have a marketing mind adapted to the new age and embrace new marketing technology. It is a rare excellent work."
Dai Yaohua
Managing Partner of Deloitte Consulting, Greater China
"Excellent! For a long time, people have been holding different views on digital transition, but this book presents a practical and comprehensive guideline for readers from the perspective of world-class experts. I especially recommend the book to people who work in traditional industries."
Min-Cheol Shin (Korea)
Head of Corporate Development of MCM Group
and Co-founder of Kings Bay
"This cross-disciplinary book will lead you on a journey of enlightenment to solve the puzzles in digital marketing."
Velimir Srića (Croatia)
Professor of Management at University of Zagreb
"It is a must-read for executives and provides managers in China with a comprehensive map of digital marketing strategy, offering both insights and practical cases."
Muhamed Ćatić (The United Arab Emirates)
Senior Advisor to the Board, IFFCO Group
"It is an impressive and a must-read works on marketing for enterprises that wish to score a success in the age of mobile Internet."
Jacques Jean Reno (France)
part-time Professor of Marketing Practice at ESSEC
and former Vice-President of Xerox in France
"It is a good book that gives a comprehensive view on how the Internet drives marketing innovation. It is a must-read for enterprises to innovate in marketing in the age of big data."
Ramachandran (India)
Professor of Business Administration at ISB
"It is a book on market competition strategy in the digital age. I recommend it to senior executives and EMBAs."
Ren Jianbiao
Professor of EMBA and director of ACEM, Shanghai Jiaotong University
Milton Kotler has over fifty years of professional experience in marketing strategy. He is President of Kotler Marketing Group, headquartered in Washington DC, with offices in Shenzhen and Beijing, China. KMG conducts projects in marketing strategy and business development. Mr Kotler has led strategic projects for Ford Motors, SBC, JP Morgan, IBM and other Fortune 500 companies. KMG Chinese clients include Alibaba, Tencent, Byte Dacne, Baidu, TCL, Skyworth Multimedia, China Merchant Group, AVIC International, China Resources Beer (CRC), Ping An Insurance, Kingdee Software, Shanghai General Motors (SGM), Xi’an Aviation Park, Luneng Energy and Star Bei Propertie,. Milton Kotler has been active in China for twenty years, assisting Chinese and Multinational companies to improve their marketing strategies and strategic investments in the Chinese domestic and global market. He is an economic advisor to the Mayors of Xian, Dalian Zhengzhou and Harbin. Mr Kotler has delivered public seminars in over 30 Chinese cities and is author of A Clear-Sighted View of Chinese Business Strategy, published by Renmin University Press, Beijing, and two earlier books in the US on urban policy. He is a frequent contributor to Chinese business newspapers and magazines, including 21st Century Business Review, China Economic Review, New Marketing, Successful Marketing, and other publications. Mr Kotler lives in Washington, DC with his wife Greta Kotler. He also has a residence in Beijing. Milton Kotler is active in Sino-US cultural exchanges and is a graduate of the University of Chicago in Political Science. He is co-founder of Sino-US Business Council and member of the University Club of Washington DC.
Mr Cao is the co-founder of KMG China business. He also serves as independent director of Great Wall property service group, board member of China Communication and Transportation Technology Venture company, Board member of Shenzhen-Massachusetts Cambridge Incubator. Mr Cao has obtained a bachelor’s degree in biochemistry, an MBA degree and a PhD in consumer behavior. Prior to KMG, he worked as senior manager of Henkel group and as a consultant of an international strategic consulting firm. Mr Cao has more than 22 years of managing and consulting experience in strategic marketing, brand strategy, B2B marketing, digital marketing transformation, channel management, marketing and sales organization design and optimization in 11 different industries. His recent clients include Baidu, Alibaba, TCL Group, Skyworth Group, Bao steel Group, AVIC International, Futian Automobile, Yutong Bus, Sany Group, Bank of China, P & W, Shanghai General Motors, Sino Chem Group, Shield Group, China Merchants Group, China Textile Group, Ping An Property & Casualty, China Resources Snow Beer (China) Co., Ltd. Guangzhou Pharmacy Group, Taiji Pharmacy Group, Pfizer China, Yangtzekiang Pharmacy Group, and Yilin Pharmacy Group.
Sam Wang is a well-known digital growth strategy consultant who has served a large number of China's top companies. He is the Managing Partner of KMG (Kolter Marketing Group), China. Dr Wang works as the consultant of the strategy and investment committee of Haier Group, marketing strategy consultant of PICC Group and strategy consultant of Genzon Group. He is also a part-time professor at top business schools such as Peking University, Tsinghua University, China Europe International Business School, Sun Yat-sen University, and EU Business School. He is also devoted to the business model research center in Tsinghua University as an expert. Dr Wang provides in-depth digital marketing growth strategy consulting for Global 500 companies including but not limited to P&G, Huawei, Baidu, Hanergy, Haier, AVIC International, Poly, Baosteel, Yonyou Group, and China Merchants Group. As a best-selling author, he has written The Chief Officer of Growth: From the CMO to CGO and Marketing Strategy in the Digital Era with Marketing Revolution 4.0: From Traditional to Digital translated. He is also a contributing writer for CEIBS Business Review, Tsinghua Business Review and China Management Magazine. He earned his doctorate at Université Paris-Dauphine and previously studied at Harvard Business School and HEC Business School.
Collen Qiao is partner at KMG China and head of corporate marketing and branding strategy. He graduated with an MSc degree from the University of Wageningen in Netherland and completed a leadership course of professional service firms in Harvard Business School. Mr Qiao actively engages in integrating marketing and branding as a strategy in practicality. During his 13 years of service at KMG, he has provided consulting services in market strategy, business model, and brand strategy for many leading Chinese firms, and has been invited to serve as an independent management consultant for a number of enterprises. He is also a contributor to several renowned business magazines in China.
