You know what's been trending in recent years? Yes, the world is entering a new era where the metaverse is emerging and stealing attention. Millennials, Gen Z, and post-Gen Z are all people who have at least heard of, are familiar with, and are familiar with this digital world called the metaverse. In fact, quite a few have even finally dived into it. The metaverse is becoming an inevitable reality in the future, one that could transform the concept of social connection, collaboration, and contribution. Likewise, in business, marketing techniques are shifting to Marketing 6.0.
This concept gained popularity after it was first introduced at the 2nd World Marketing Forum in Ubud, Bali, in October two years ago. Dr. Philip Kotler, SC Johnson & Son Distinguished Professor of International Marketing at Northwestern University Kellogg Graduate School of Management, Chicago, was the first to popularize the term.
The emergence of this marketing innovation is inseparable from changing market behavior patterns. Consumers are now dominated by those categorized as millennials, Gen Z, and Gen Alpha. The latter two categories are said to be more digitally savvy. Almost all of their activities focus on the virtual environment and its relationship to the real world, or vice versa.
These changes in consumer behavior patterns and social media disruption ultimately force marketing techniques to evolve. Philip Kotler, in a live broadcast on the topic "A Lifetime of Marketing Wisdom Through the Winds of Change," as part of the 3rd World Marketing Forum 2023, organized by the Asia Marketing Federation (AMF) and the Marketing Association of Thailand (MAT), stated that: "The concept of marketing is constantly evolving, and it seems to be changing every week."
Evolution of marketing concepts, from Marketing 1.0 to Marketing 6.0
As the world evolves, marketing concepts also evolve over time. In Marketing 1.0: Functionality, this concept focused on the product. Marketers could communicate the product's quality and function. In Marketing 2.0, the market was recognized as an emotional entity. The concept used focused more on creating emotional connections with target consumers. Marketing 3.0 represents a higher level of marketing, but still uses traditional methods. Marketers focus on much closer relationships, able to implant specific ideas in consumers' minds.
Marketing 4.0 makes the digital world the focus, and also marks a point of shift in marketing concepts to a higher level. This digital world allows marketers to access a wider range of subjects in more diverse ways. Meanwhile, Marketing 5.0 focuses on information, which is considered one of today's most valuable resources and "currency." Brands and marketers must have the ability to acquire and utilize consumer data.
So what is Marketing 6.0?
Currently, the evolution of the marketing world has entered the Marketing 6.0 period. In his book, "Marketing 6.0: The Future is Immersive," Philip Kotler explains in general that marketers must integrate many things. The evolution of business models and technology must continually adapt to dynamic consumer behavior. Essentially, this marketing concept uses multichannel marketing, omnichannel marketing, and meta-marketing as its foundation. This concept will be actively used in the metaverse world, which was only conceptualized this year.
The metaverse itself is defined as a combination of virtual reality bases that differ from specific environments, worlds, or places. In short, the metaverse world is a physical world recreated online. People can imagine themselves in the real world, but in reality, it's online. Therefore, it's immersive.
This world originated in the gaming industry and is now applied across various industries. Indeed, the metaverse has now become the foundation for the development of the entertainment, education, travel, and many other industries.
What should you know about Marketing 6.0?
The concept of Marketing 6.0 is currently still in its infancy. Just as the metaverse continues to develop, this concept will also continue to evolve to adapt to current conditions. However, this doesn't mean marketers lack the necessary stepping stones to enter the metaverse. According to Iwan Setiawan, CEO of Marketeers, there are three components of the metaverse that must be known and understood to be able to participate.
The first component is the driver. This component is directly connected to technology and has many components. One of the most important is the Internet of Things, or IoT. This component is a collection of sensors that capture information and convert it into digital form. IoT is considered the fastest way to create a 3D world.
Artificial Intelligence (AI) is a crucial part of this driver component. AI will process data and create assets before creating the 3D world. Blockchain is also a crucial element that cannot be overlooked. Blockchain is like a storage device for recording transactions or asset transfers between users. Augmented Reality (AR) and Virtual Reality (VR) are other components that support the operation of virtual worlds.
According to Iwan, the second component that must be understood is the existence of an economic system. Within this component, there are several building blocks, some of which are content platforms and commerce. Within the content platform, commerce technology provides support for managing the transaction system. Another building block is the governance system, known as the Decentralized Autonomous Organization (DAO).
The third component in the metaverse is Experience, which consists of avatars or virtual IDs, digital content/assets, and an interaction framework. All three will have specific roles and functions to ensure the metaverse runs smoothly.
What are the marketing strategies in the digital era?
In the Marketing 6.0 era, marketing is no longer just about promotions, but about building strong emotional connections with consumers. Indonesia's digitally active population demands increasingly immersive, interactive, and relevant experiences.
Here are Marketing 6.0 strategies suitable for the Indonesian situation, along with recent examples that can inspire your business:
1. Multisensory Marketing
Indonesian consumers favor experiences that combine visual elements, sound, and even aroma. For example, cafes and restaurants now focus not only on the taste of the food but also on the atmosphere.
For example, Janji Jiwa offers an aesthetically minimalist store design with a distinctive coffee aroma, which makes consumers feel more comfortable and connected to the brand.
Practical example: Sociolla, a local beauty shop, has an offline store featuring bright lighting and neat product layouts, providing a more personalized shopping experience. Furthermore, the distinctive aroma inside the store makes consumers feel at home and makes a lasting impression.
2. Interactive Marketing
Indonesians are highly interactive on social media, especially on platforms like Instagram, TikTok, and YouTube. Several brands have utilized challenges or AR filter features to encourage consumer interaction.
A practical example: Indomie launched the #IndomieChallenge on TikTok, where users were invited to create creative videos using Indomie products. This challenge successfully captured the attention of millions of users, increasing engagement, and strengthening the relationship between the brand and consumers.
3. Customer Engagement
Educational content has become a popular way for brands to continue engaging with consumers in Indonesia. Brands can provide useful information tailored to the interests and needs of Indonesian consumers, whether in the form of articles, webinars, or short videos.
A practical example: Tokopedia frequently holds webinars and educational live streams for small sellers looking to improve their businesses on the platform. By providing business and marketing tips, Tokopedia builds strong relationships with MSMEs.
4. Live Shopping for an Interactive Shopping Experience
Live shopping is gaining popularity in Indonesia, especially with the availability of features on platforms like Shopee and TikTok. With live shopping sessions, consumers can interact directly with the host, ask for product details, and make purchases immediately.
Practical example: Shopee frequently hosts live shopping events featuring guest stars or local influencers, where they sell products at special discounts. This enhances the exciting shopping experience, especially during flash sales and exciting giveaways.
5. Boosting Brand Trust Through User-Generated Content (UGC)
Indonesian consumers often trust recommendations from other users. Encouraging consumers to share their experiences through UGC can be an effective strategy for increasing brand credibility.
Practical example: Erigo, a local fashion brand, encourages consumers to share photos of themselves wearing their products with the hashtag #ErigoTrip on Instagram. This content not only provides authentic testimonials but also builds trust with potential customers.
Digital Trends Shaping the Future of Marketing
Several digital trends have emerged with significant potential to shape the future of marketing. One of the most striking trends is short-form video. Platforms like TikTok and Instagram Reels have made short-form video content incredibly popular, as it's easy to consume and can convey a message in seconds.
Many local brands, like Sariayu, are capitalizing on this trend by posting practical tutorial videos and beauty tips, which not only capture attention but also provide added value to their audiences. This format allows brands to interact directly and personally with young, digitally active consumers.
Furthermore, community-based social media platforms are growing, enabling brands to build loyal communities. Indonesian consumers appreciate interactions on social media that feel more intimate and personal.
Wardah, for example, has built a beauty community on Instagram, where users can exchange experiences, leave reviews, and share tips. This community not only strengthens brand loyalty but also creates a space for deeper engagement between brands and consumers.
Another trend is interactive e-commerce, where the online shopping experience is increasingly engaging and resembles the experience of shopping in a physical store. Features like live shopping on Shopee and TikTok allow consumers to interact directly with sellers or influencers, inquire about products, and purchase instantly.
Erigo, a local fashion brand, frequently hosts live shopping sessions on TikTok, attracting thousands of users with special discounts and exclusive offers. This experience is more than just shopping, but also interactive entertainment.
Equally important is the role of artificial intelligence (AI) in providing a more personalized experience. AI helps analyze consumer data, allowing brands to offer product and content recommendations tailored to each user's preferences.
Tokopedia, for example, uses AI to recommend products based on users' search and purchase history, making the shopping experience more relevant and convenient. Consumers feel cared for because they receive content tailored to their interests, and this ultimately increases their satisfaction and loyalty.
These four trends demonstrate that the marketing world is increasingly prioritizing personalized, interactive, and immersive experiences. By embracing these trends, brands can build stronger and more relevant relationships with consumers, ushering in a more dynamic marketing future in Indonesia.
Sustainability in the Marketing 6.0 Era
Besides technology, Marketing 6.0 also emphasizes the importance of sustainability and social responsibility. In this era, companies are expected to focus not only on sales but also on having a positive impact on society and the environment. This creates a holistic and responsible approach, where brands become agents of change contributing to a better world.
The evolution of marketing, from Marketing 1.0 to Marketing 6.0, demonstrates how dynamic the marketing world is, constantly adapting to technological advances and changing consumer behavior. In the Marketing 6.0 era, the challenge is no longer simply selling products or satisfying consumers—but creating immersive and truly meaningful customer experiences in an increasingly digital world.
Imagine, with technologies like augmented reality (AR), virtual reality (VR), and the metaverse, you can immerse customers in a more immersive experience, connecting the physical and digital worlds like never before. It's time to innovate and start taking advantage of the opportunities offered by the latest technology!
Marketing 6.0 and the Challenges of the Digital Era
In the increasingly digital era, we are facing a significant shift in consumer behavior. Today's consumers are increasingly savvy, connected, and have extensive access to information. They are becoming more selective in choosing products and services and more critical in evaluating brands.
1. Shifting Consumer Behavior in the Digital Era
The availability of various digital channels has changed the way consumers interact, seek information, and make purchasing decisions. Consumers now increasingly use digital marketing, content marketing, and social media marketing to learn about products and services before making decisions. They also tend to trust personal brands and influencer marketing more than traditional advertising. This challenges marketers to adapt their strategies to reach and meet the expectations of increasingly digital-savvy consumers.
2. Facing Fierce Global Competition
In addition to shifting consumer behavior, marketers must also face increasingly fierce global competition. Advances in digital transformation have created a more open and competitive marketplace, where small businesses and entrepreneurial marketers can compete with even large players.
Marketers must develop effective defensive marketing strategies to maintain their competitive advantage in the face of dramatic market shifts. This includes optimizing digital marketing strategies, marketing analytics, and effective customer experience management.
3. Key Marketing 6.0 Strategies
To effectively implement Marketing 6.0, there are several key strategies marketers can employ, including building a strong and trusted brand, optimizing digital marketing, and prioritizing customer experience.
4. Building a Strong and Trusted Brand
In an era of increasingly fierce competition, building a strong and trusted brand is key to business success. Marketers must focus on developing effective branding strategies, creating a unique brand identity, and instilling consumer trust in the products or services offered.
5. Optimizing Digital Marketing
With the rapid development of digital technology, marketers must be able to optimally utilize various digital channels to reach a wider target market. This includes the integrated use of digital marketing content, inbound marketing, social media marketing, search engine optimization, and influencer marketing.
6. Prioritizing Customer Experience
In Marketing 6.0, customer experience is a top priority. Marketers must deeply understand consumer needs, preferences, and behavior through market research and marketing analytics. Next, they must design a digital marketing strategy that delivers a positive customer experience and builds brand loyalty.
7. Marketing 6.0 for Small and Medium-Scale Businesses
While the Marketing 6.0 concept can be adopted by large companies, it also presents significant opportunities for small and medium-sized enterprises (SMEs) to compete effectively. SMEs can leverage digital marketing strategies and advanced technology to increase brand visibility, reach a wider audience, and provide a more personalized customer experience.
8. Opportunities and Challenges for SMEs
With Marketing 6.0, SMEs can build a strong and trusted brand, optimize digital marketing, and prioritize customer experience. However, SMEs also face challenges related to limited resources, including budget, human resources, and technological infrastructure. Therefore, SMEs need to find ways to maximize existing resources effectively.
9. Maximizing Limited Resources
One strategy that SMEs can implement is to strategically utilize content marketing, social media, and influencer marketing. Despite limited budgets, SMEs can produce engaging and relevant content for their audiences. Additionally, collaborating with influencers who align with your brand can help increase visibility and consumer trust. With careful planning and effective execution, SMEs can achieve a competitive advantage and rapid business growth in today's digital age.
Conclusion
Like the metaverse, Marketing 6.0 is still in its early stages of development. However, the focus and direction of its activities can be mapped out from the outset. The focus remains on using technology and understanding the latest developments to create interactive and immersive experiences for consumers.
Currently, many marketers are still struggling with and understanding Marketing 5.0, which focuses on using technology to create more personalized experiences. However, this doesn't mean that the steps towards the Marketing 6.0 concept are not being consciously implemented.
Using technology to create immersive experiences for consumers is the first step in entering new marketing concepts. Maximizing the use of AI, data analytics, and other tools to understand consumer needs can be a next step. Ultimately, awareness of global changes and understanding shifts in consumer behavior can be the first step in implementing effective marketing methods. Using the latest technology can also help create emotional connections with consumers for a better experience.
