Marketing has undergone a paradigm shift since its early days, from being product driven (Marketing 1.0) to customer centric (Marketing 2.0) and humancentric marketing (Marketing 3.0). Marketing 4.0 calls for brands to touch human spirit. It requires marketers to rise above how their products or services will serve consumers and rather focus on consumers’ human spirit – by committing to and working for social, economic and environmental causes in ways that would touch customers’ spirit. Marketing 4.0 helps in answering questions such as how online meets offline, why there is a need for complementing style with substance, and why Machine-to-Machine is incomplete without Human-to-Human.

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