Whakaahuatanga

Hokohoko 4.0: Mai i te tikanga tuku iho ki te mamati

"Kāore he tangata i nui ake te pūkenga i te matua o te hokohoko hou ki te tuhi i ngā huringa nui e puta ana. Ko te ao matihiko te heke mai o te hokohoko, ā, koinei tō aratohu."
— Al Ries, kaituhi tahi o Marketing Warfare and Positioning

Ka hanga a Philip Kotler — me Hermawan Kartajaya rāua ko Iwan Setiawan — i runga i tana anga matua i whai i te whanaketanga o te hokohoko mai i te Hua-arotahi 1.0, ki te Kaihoko-arotahi 2.0, ki te Tangata-arotahi 3.0. I roto i tēnei pukapuka ka tātarihia e ngā kaituhi te peke e whai ake nei: Te Hokohoko 4.0, te nekehanga mai i te tikanga tuku iho ki te mamati.

I roto i te Hokohoko 4.0 ka kitea e koe:

• He whakamārama mārama mō te huringa nui o te whanonga a ngā kaihoko nā te hononga me ngā hongere mamati.
• He tauira whai hua mō te mahere i te haerenga a te kiritaki i te ao matihiko — mai i te mōhiotanga ki te waitohu me te whai whakaaro ki te whai wāhi me te pono katoa.
• Ngā inenga hou me ngā mahi hokohoko e whakakotahi ana i ngā pā ipurangi me ngā pā tuimotu.
• He aratohu rautaki mō te urutau i ngā whakahaere me ngā tīma hokohoko ki tētahi mākete e tere hurihuri ana, e uaua ake ana, e whakataetae ake ana hoki.

Ehara i te mea he ia wā poto noa iho, engari kua hurihia te hapori e te huringa matihiko. Ka tukuna e te Marketing 4.0 he tātaritanga pakari mō ngā kaihoko o nāianei me āpōpō, ā, ka whakaratohia hoki ngā māramatanga e hiahiatia ana e ngā kaihokohoko kia pai ake ai te toro atu ki a rātou.