Marketing 5.0, technology and humanity

Ron Immink
6 min readAug 17, 2021

I am a huge fan of Kotler. I think his best book was “Marketing 3.0”. For a brand to be authentic, there needs to be a full alignment with the culture in the organisation. That means that the most important function in the company is your HR director.

Marketing 5.0

He then wrote “Marketing 4.0” and now “Marketing 5.0: Technology for Humanity”. From spiritual marketing (3.0) to digital (4.0) to the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey (5.0). Where the objective is to create a new customer experience (CX) that is frictionless and compelling. Marketing 5.0 centres around three interrelated applications: predictive marketing, contextual marketing, and augmented marketing.

Buddhist marketing

Delivering tech-empowered human interaction. Providing the right offers at the right moments and to the right customers. Everything is on-demand, the new WWW (whatever, whenever, wherever). Total-customer-experience innovation. Data-driven, agile, contextual, inclusive and sustainable. Buddhist marketing, if you will. A combination of ethics, talk triggers, ZMOT, FMOT, SMOT, UMOT, and technology.

Finding balance

Companies need to balance between two goals: maximise value creation for the present and start positioning the brands for the future. Marketing against the backdrop of three major challenges: generation gap, prosperity polarisation, and the digital divide.

Generation gap

The disconnect between the older corporate executives who make most decisions and their younger managers and customers will prove to be a significant stumbling block. Marketers worldwide are also facing the challenge of serving five different generations: Baby Boomers, Generation X, Generation Y, Generation Z, and Generation Alpha. And every generation is shaped by a different socio-cultural environment and life experience. To serve Generation Z and Generation Alpha, the two most important generations in the next decade, it is not just about the application of technology. Instead, it is about how to use technology to enable human-centric solutions.



Ron Immink

Father of two, strategy and innovation specialist, entreprenerd, author, speaker, business book geek, perception pionieer. See