Marketing Mesh as the Communication Strategy to Face the Revolution Era of Industry 4.0
- DOI
- 10.2991/aicosh-19.2019.62How to use a DOI?
- Keywords
- marketing mesh, social media, IR 4.0
- Abstract
Consumer path in this era is divided into five stages (5A) namely Aware, Appeal, Ask, Act and Advocate. Customers first get to know your product or service, get interested in it, If they like the experience, they recommend in their family and friends, both online and offline. Mesh Marketing is an approach that answer the challenge of the revolution era of industry 4.0 in which marketing activities performed of the interconnected world where offline and online sectors collide. The communication in mesh marketing does not has to be performed exclusively in online sector. Sociopreneurs choose mixed social media (online) and offline because the data shows that more than 80% of internet is currently accessed through mobile devices (smartphone, tablet), therefore, the applications used by them are mobile-based (Android and iOS). This mobile access is performed due to its easiness to update, monitor, evaluate, and build friendship at any time and those activities can be conducted everywhere. It is important to realize the various touch points across this customers journey. The mesh business throw old model out the window. Through the implementation of virtual study, this paper has shown that Project B as one of the drivers of social business in Yogyakarta that handles plastic waste has successfully using marketing mesh to spread its social mission without abandoning the business, thus, the economy of the surrounding community could increase as well.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Diah Ajeng Purwani PY - 2019/08 DA - 2019/08 TI - Marketing Mesh as the Communication Strategy to Face the Revolution Era of Industry 4.0 BT - Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019) PB - Atlantis Press SP - 300 EP - 303 SN - 2352-5398 UR - https://doi.org/10.2991/aicosh-19.2019.62 DO - 10.2991/aicosh-19.2019.62 ID - Purwani2019/08 ER -