Marketing Mesh as the Communication Strategy to Face the Revolution Era of Industry 4.0

摘要

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.