Looking at the evolution of marketing, Philip Kotler describes Marketing 4.0 as the next stage of the digital technology boom. He talks about consumers having unprecedented access to information and growing up engaged with brands across social and the web. These consumers are demanding more authentic brand connections. Kotler says: “The brand’s core, authentic character is ever more important. Brands need to come across as true to their identity and authentic in their messages – this perceived substance is a valuable asset in an increasingly transparent world.”
Inherent to that marketing evolution, we’re seeing the ‘industrialisation’ of creator marketing unfold before us. From just
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