: Providing personalized, one-to-one interactions based on a customer's specific physical or digital context.
Kotler identifies three major shifts that necessitate a new marketing framework: 1. The Generation Gap marketing 5.0 philip kotler pdf
Replace your old "funnel" metrics with the 5A's. For example, don't just measure awareness (impressions). Measure "Ask" (How many users go to a review site or Google Q&A?) and "Advocate" (Net Promoter Score is no longer enough; measure unsolicited user-generated content). : Providing personalized, one-to-one interactions based on a