Omnichannel Strategies Under the Marketing 4.0 Paradigm: Conceptual Structure and Current Applications

Abstract

The transformation in the field of marketing from the past to the present is quite remarkable. In short, this transformation can be summarized as follows: “Marketing 1.0” approach, which is expressed as product-centric marketing; then “Marketing 2.0” approach, which considers customer requests and expectations and is based on consumer-centered marketing; and followed by “Marketing 3.0” approach, which is based on human-centered marketing. The last stage of the change in marketing activities is “Marketing 4.0” applications. While this journey that started with Marketing 1.0 continues with Marketing 4.0, the concept of omnichannel marketing ranks high among the prominent concepts in this process. Omnichannel marketing applications, which overlap well with Marketing 4.0 applications and create the opportunity to bring together all the online and offline assets of businesses, enables not only physical communication channels but also web-based channels to be used in critical marketing areas such as finding customers and creating customer loyalty. Many of today’s modern businesses consider these practices as an important marketing strategy that will provide competitive advantage over competitors. In this study, it is aimed to provide detailed information about Marketing 4.0 implementations during the transition from traditional marketing to digital marketing. With this aim, some conceptual information about omnichannel marketing activities have been given, examples of brands which present omnichannel marketing experience both in Turkey and in the world have been presented, and some proposals have been given for better competitive strategies for the companies in today’s competitive environment. To achieve these goals, the literature review method was used in the study.