Metamarketing is a new form of marketing, beyond traditional and digital techniques, offering a true convergence of the physical and digital worlds into an immersive customer experience. In Marketing 6.0: The Future is Immersive, the father of marketing, Philip Kotler, explains how you can meet customer needs through new technology. He prepares industry professionals for the era of metamarketing by providing a guide to harmonize developments with significant changes in consumer behaviors over the past decade.

Kotler describes the structural elements of metamarketing, as well as the technologies and platforms that Generations Z and Alpha use daily. You will learn about the metaverse and extended reality, and discover the obstacles, pitfalls, and mistakes that arise within an interactive environment. Marketing 6.0 delves into issues of sustainability and innovation that modern businesses must understand to avoid falling behind. It shows how to leverage both traditional and digital marketing techniques to capitalize on consumers' relentless desire to maintain interpersonal interactions while simultaneously exploring new possibilities unlocked by emerging technologies.

Ideal for managers, executives, and business leaders seeking to pioneer as the marketing landscape rapidly changes, it is also essential for the new generation of advertisers, content creators, and professionals with related activities.

Contents

Part I Introduction to Marketing 6.0

The era of Marketing 6.0 has arrived: From multichannel marketing to omnichannel and then to metamarketing

The emergence of physiodigital natives: The coming of age of Generation Z and Generation Alpha

Immersive marketing… impossible to escape: Five “micro-trends” leading to metamarketing

The future of customer experience: Full immersion through the combination of physical and digital

Part II The catalyst and environment of Marketing 6.0

Technological catalysts: Five fundamental technologies that enhance metamarketing

Extended realities: The immersive experience in real life

How companies will leverage the metaverse: The future form of social media

Part III The experience of Marketing 6.0

Multisensory marketing: Immersive experiences for the five senses

Spatial marketing: Physical human-machine interactions

Marketing in the metaverse: Experiments for interacting with younger generations