For the past six years, marketers whom we met around the world have been asking for a sequel to

Marketing 3.0 . Considering the dynamics of marketing, many would expect Marketing 4.0 to be in

the pipeline.

In Marketing 3.0 , we talked about the major shift from product-driven marketing (1.0) to customercentric

marketing (2.0), and ultimately to human-centric marketing (3.0). In Marketing 3.0 , we

observed customers transforming into whole human beings with minds, hearts, and spirits. Therefore,

we argued that the future of marketing lies in creating products, services, and company cultures that

embrace and reflect human values. Since the book was published in 2010, many marketers have been

adopting the principles of Marketing 3.0 . The book was so universally accepted that it has been

translated into 24 languages besides English globally.

A year after the book was published, we built the Museum of Marketing 3.0 in Ubud, Bali. The

museum was built with the kind support of the three princes of Ubud: Tjokorda Gde Putra Sukawati,

Tjokorda Gde Oka Sukawati, and Tjokorda Gde Raka Sukawati. Ubud, with its aura of spirituality, is

indeed the perfect place for the first marketing museum of its kind. In the museum, we have been

curating inspiring cases of marketers, companies, and marketing campaigns that embrace the human

spirit. The contents are organized in a modern multiscreen setup. In recent years, the museum has been

upgraded with advanced technologies such as augmented reality and virtual reality.

Indeed, a lot has happened since we wrote Marketing 3.0 , especially in terms of technological

advancements. The technologies we are seeing today are not new. But they have been converging in

recent years, and the collective impact of that convergence has greatly affected marketing practices

around the world. New trends are emerging from this: the “sharing” economy, the “now” economy,

omnichannel integration, content marketing, social CRM, and many other things.

We believe that the technology convergence will ultimately lead to the convergence between digital

marketing and traditional marketing. In a high-tech world, people long for high touch. The more social

we are, the more we want things that are made just for us. Backed by big-data analytics, products

become more personalized and services become more personal. In the digital economy, the key is to

leverage these paradoxes.