Part One of Marketing 4.0 is another confirmation that Kotler’s books are foundational for anyone working or interested in marketing. With each successive edition, the marketing concept is upgraded to reflect the actual development of marketing. With each successive edition, the consumer aspect as a marketing driver is built upon and strengthened.

Part One presents, as a basis for the following parts of the book, the model of the five A phases – awareness, appeal, ask, act, advocate. The “asking” phase is extremely interesting because it is linked to specific actions of consumers, even if they do not yet buy the product or service. The user experience is that they can easily meet their needs at this phase. In this regard, the company should “stake” the right content by channel and by target users. Or more accurately, to ensure the availability of that content across channels, because as seen in the following parts of Marketing 4.0 – more and more content is co-created or even created directly by third parties. The “asking” phase is key, because in this phase user behavior is very rich in so-called intent, which can be measured in terms of users, context, intensity, etc.

In this article you can find examples of the importance of proper planning, implementation, analysis and follow-up of the different phases through digital marketing:

Digital Marketing Panel in Bulgaria at Webit 2019

Zhoro Malchev, Managing Partner at Xplora, organizes and moderates the Digital Marketing in Bulgaria panel at Webit for the third time. As in previous times – the focus was on specific detailed examples – which company approached how and why.

The presentations can be found at

this link


Maya Gerasimova, Marketing Director of Nu Health (the company behind RiceUp) presented together with Ivan Panteleev, Partner and Account Director at Xplora, the planning, implementation and upgrade of the company’s digital marketing at its launch. You’ll see a lot of omnichannel (i.e., integrated channels rather than separate channels unto themselves) in Maya and Vankata’s description. You’ll also see the different phases and how and when they occurred – from awareness, to solicitation and inquiry, to advocacy.

You can watch the video


5 practical tips for Facebook presence

Zhoro Malchev, Managing Partner at Xplora, and Lenko Yordanov, Digital Campaigns Manager and Social Media Team Manager at Xplora, presented 5 practical tips for Facebook presence at the 2017 F5 Conference. In the tips you will see many items that cover the 5 phases mentioned.
You can watch the video here

On the strength of the ask phase as a trend reported by Google

Zhoro Malchev, Managing Partner at Xplora, presented the trends Google identified for 2017 at the 2018 Winter Marketing Night. The trends for the ask phase (ask) are manifested in a huge increase in Google searches of the types “… for me” (e.g. shampoo for me, best haircut for me, etc.) and “now” (e.g. restaurants open, specific, open now, store, etc.).
Consumers are getting more and more used to satisfying their needs in the ask phase through digital channels, and for this reason a pattern of “No Decision is Too Small” behaviour is very clearly taking shape – this concerns toothbrushes, where to have lunch today, an ordinary working day, and other things that are definitely less significant – like a new vacuum cleaner or a new car.

You can watch the video here and can see the presentation itself in our Slideshare.

For the Awareness, Appeal and Act phase models

Zhoro Malchev, Managing Partner at Xplora, and Lenko Yordanov, Digital Campaigns Manager and Social Media Team Manager at Xplora, presented specifically what Facebook says and offers for the Awareness and Appeal phases at the 2018 F5 Conference. You’ll find that the models they present are identical to those of 1980 on how advertising works and when we should increase or can decrease advertising impact. What’s missing are standards in digital about frequency to reach and frequency to provide action (which in context is Appeal – users start to feel some pull and take an action like clicking an ad or watching a video, for example).

You can watch the video


For working tools for individual user phases

One of the challenges is moving users through the different phases, and having the optimal impact through each phase in order to achieve the desired effect. In a world of more and more digital interactions with users, but also plenty of information and attention deficit – it is especially important to move users in the optimal way, and a little more. And this happens by constantly updating the tools we use – users change, platforms and formats evolve and something that “worked” 3 months ago may no longer achieve the same results or be too expensive. That’s why we wrote an article to present 5 formats in the Facebook ecosystem that we advise you to use in 2019.

Case Study for Tavex covering Awareness, Appeal, Ask and Act phases

Good case studies include many things – context (who did what, when, how and why) but also concrete results. In a digital marketing case study for Tavex and the Turkish Lira, we detail the results that can be achieved if you know in detail the value proposition for customers, which includes both the reasons and how specific users can benefit in a concrete way.
Then we can move users very successfully through all 4 phases (in this case you will see that there can be no advocacy phase as well, as a company initiated phase, although this phase naturally arises later for some users).
In this digital marketing case study you will see the analysis, the chosen approach, the specific tools used and of course – the results achieved.

You can watch the video


To move users between phases and ensure the right people take action

We present the example of Viessmann and heat pumps – a product that definitely involves specific audiences. It’s important because impressions and views are easy to buy, there are people clicking on all sorts of things 🙂 The important thing in marketing is to have the right people doing the right things and in the optimal way for the brand.
In this digital marketing case study you will see the analysis, the chosen approach, the specific tools used and of course – the results achieved. It is valuable to see how the ask phase can be initiated in users, even if they have not initiated it themselves. To do this, it’s important to consider the whole context of consumer behaviour – what signals they’ve given us and what value we can give them on their consumer journey, even before they’ve purchased.

You can watch the video


On the importance of brand keywords in the ask phase

The good news is that consumers now know that in a digital environment they can get their needs met during the ask phase. The bad news is that your competitors know it too 🙂 And of course they can very easily advertise on Google Search for your brand keywords. It would be strange not to if you’ve already put in the effort to move or at least identify consumers interested in your company’s services. Do you believe that your competitors will not try to win the ask phase to their advantage? And they are the ones to participate in the act phase of the target customers you and they are fighting for?
In this regard the article in our blog about the importance of brand keywords in Google Search you will find it particularly useful.

For phase-specific metrics in the Facebook ecosystem

The good news is that you can now reach more users and more often on social networks. The bad news is that users are not just a number of impressions, nor of likes, no of fans, but real people who need to believe in your value proposition and take concrete action. Therefore, it is important to keep track of all metrics that indicate the quality of a particular phase’s user behavior. Related to this is our blog post about the new Facebook metrics – there are metrics like saved offers, which falls, you already know, in the Appeal or Ask phase, depending on what you’ve presented to users and your company’s business model.

Link to the article

If you liked this article, you will also like the other articles about Marketing 4.0 – the article How to consider the actions and needs of consumers at every phase and Content Marketing in the era of Marketing 4.0.

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