marketing 3.0
DESCRIPTION
Marketing 3.0. 1. The age of participation and collaborative marketing. 2/44. Comparison of marketing 1.0, 2.0 and 3.0. Marketing 3.0. Marketing 1.0. Marketing 2.0. Values-driven. Product-centric. Consumer-oriented. Marketing. Marketing. Marketing. Objective. Sell products. - PowerPoint PPT PresentationTRANSCRIPT
Marketing3.0
1. The age of participation and collaborative marketing
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Comparison of marketing 1.0, 2.0 and 3.0
Marketing 1.0
Product-centric
Marketing
Marketing 2.0
Consumer-oriented
Marketing
Marketing 3.0
Values-driven
Marketing
Objective Sell products Satisfy and retain the consumers
Make the world a better place
Enabling forces Industrial Revolution Information technology New wave technology
How companies see the market
Mass buyers with physical needs
Smarter consumer with mind and heart
Whole human with mind. heart, and spirit
Key marketing concept
Product development Differentiation Values
Company marketing guidelines
Product specification Corporate and product positioning
Corporate mission, vision, and values
Value propositions Functional Functional and emotional
Functional, emotional, and spiritual
Interaction with consumers
One-to-many transaction Functional and emotional
Many-to-many collaboration
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2. Expressive Social Media
3. Collaborative Social Media
4. The age of globalization paradox and cultural marketing
5. The age of creative society and human spirit marketing
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The Age of Participationand collaborative Marketing
The Age of Globalization Paradox and cultural Marketing
The Age of Creative Society and Human Spirit Marketing
Technology
Market
Political legal Socio cultureEconomy
Marketing 3.0: Collaborative, Cultural, and spiritual
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Building Blocks Why?
What to Offer
Content Collaborative Marketing
Content Cultural Marketing
How to offer Spiritual Marketing
The Age of Participation (the Stimulus)
The Age of Globalization Paradox (the Problem)
The Age of Creativity (the Solution)
Building Blocks of Marketing 3.0
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Postwar
Soaring
Turbulent
Uncertain
One-to-One
Financially-Driven
1950s
1960s
1970s
1980s
1990s
2000s
The Evolution of marketing Concepts
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Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
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Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Cocreation Marketing
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The Disciplines of Marketing
Product ManagementCustomer ManagementBrand Management
Today’s Marketing Concept
The Four Ps (product,price ,place,promotion)STP (segmentation, targeting,and positioning)Brand building
Future Marketing Concept
CocreationCommunitizationCharacter building
The future of marketing : Horizontal not vertical
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1. Cocreation : The new ways of creating product and experience through collaboration by companies consumer, suppliers, and channel partners interconnected in a network of innovation.
2. Communitization : The concept of communitization is closely relates to the concept of tribalism in marketing.
Companies that want to embrace this new trend should accommodate this need and help consumers connect to one another in communities.
3. Character Building :
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In Marketing 3.0 companies need to address consumers as whole human beings.
A physical body, a mind capable of independent thought and analysis, a heart that can feel emotion, and a spirit-your soul of philosophical center.
SHIFT TO HUMAN SPIRIT : THE 3i MODEL
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Brand integrity
Brand identity Bran
d imag
e
Brand
DifferentiationPositioning
3i
The 3i Model
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Marketers need to identify the anxieties and desires of the consumers to be able to target their minds, hearts, and spirits.
The generic anxiety and desire of the consumers is to make their society-and the world at large-a better, perhaps even an ideal place to live.
SHIFT TO VALUES-DRIVEN MARKETING :
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Deliver SATISFACTIO
N
RealizeASPIRATION
PracticeCOMPASSION
Profit Ability Return Ability Sustain Ability
Be BETTER DIFFERENTIATEMake a
DIFFERENCE
MIS
SIO
N(W
hy
)M
ISS
ION
(Wh
y)
VIS
ION
(Wh
at)
VIS
ION
(Wh
at)
VA
LU
ES
(Ho
w)
VA
LU
ES
(Ho
w)
MindMind HeartHeart SpiritSpirit
Values-Based Matrix (VBM) Model
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1. By close examining the 3i model you will see the new meaning of marketing in 3.0. Marketing in its culmination will be a consonance of three concepts: identity, and image. Marketing is about clearly defining your unique identity and strengthening it with authentic integrity to build a strong image.
MARKETING 3.0 :THE MEANING OF MARKETING AND THE
MARKETING OF MEANING
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2. Marketing 3.0 is also about the marketing of meaning embedded in the corporate mission, vision, and values.
By defining marketing in this manner, we wish to elevate the designing of the company’s strategic future.
Marketing should no longer be considered as only selling and using tools to generate demand. Marketing should now be considered as the major hope of a company to restore consumer trust.
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1. Consumers are the new brand owners!
2. Good mission defined
Marketing the Mission to the Consumers
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Business as Unusual
Story that Moves People
Consumer Empowerment
Creating Spreading Realizing
Three Characteristics of a Good Mission
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3. Summary : Promise of transformation, compelling stories, and consumer involvement
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1. Permission-to-play values are the basic standards of conduct that employees should have when they join the company.
2. Aspirational values are values that a company lacks but the management hopes to achieve.
3. Accidental values are acquired as a result of common personality traits of employees.
4. Core values are the real corporate culture that guides employees’ actions.
Marketing the Values to the Employees
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Cre
ativ
ity
Cultural
CollaborationShared
ValuesCommonBehavior
Shared Values and Common Behavior in Marketing 3.0 Context
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1. Attracting and Retaining Talent
2. Back-Office Productivity and Front-Office Quality
3. Integrating and Empowering Differences
VALUES WILL DO YOU GOOD
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1. The low obligation and easy income segment is a group of employees who look for quick wins.
2. The flexible support segment is a group that goes with the flow because they do not see a job as a priority yet.
3. The risk and reward segment includes employees who see jobs as opportunities to challenge and excite themselves.
CHANGE THE LIVES OF EMPLOYEES :Six segment of employees :
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4. The individual expertise and team success segment seeks jobs that offer teamwork and collaboration.
5. The secure progress segment looks for a promising career path.
6. The expressive legacy segment looks for opportunities to create a lasting impact on the company.
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MARKETING THE VALUES TO THE CHANNEL PARTNERS
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1. Channel as Collaborator : Selecting the Fit
Purpose Identity
Purpose Identity
Channel Partners
Company
Values
Values
Mirroring
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2. Channel partners as cultural change agent : Distributing the story
3. Channel as creative ally : Managing the relationship
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MARKETING THE VISION TO THE SHAREHOLDERS
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1. Short-Termism hurts the economy
2. Long-Term shareholder value = vision of sustainability
3. Marketing visionary strategy
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1. Need for future growth : Disney on children’s nutrition
2. Call for strong differentiation : Wegmans on healthy living
3. From Philanthropy to transformation
DELIVERING SOCIO-CULTURAL TRANSFORMATION
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Philanthopy
Cause Marketing
Socio-CultureTransformation
Higher
Bus
iness
Mod
el
Alignm
ent
Lower
Cos
t,
Highe
r Im
pact
Cultura
l Spec
trum
Cre
ativ
ity
Sp
ectr
um
Self-Actualization
Basic Needs
Vertical Company Empowered
HorizontalConsumer
Empowered
Three stages of addressing social issues in marketing
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Identify Socio-Cultural Challenges
Select TargetConstituents
Offer TransformationalSolution
- Identify current and predict future challenges- Challenges may include wellness (nutrition and health care),education, or social injustice
- For immediate impact : select constituents such as the middle class, woman, or the elderly- For future impact : select children and youth
- Provide behavior-changing solutions moving up the Maslow Pyramid- Aim toward more collaborative, cultural, and creative transformation
THREE STEPS TO TRANSFORMATION
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1. Market Education : SBEs must educate the underserved market continuously. not only on product benefits but also on how to increase their quality of life
2. Linkage with Local Communities and the Informal Leaders : SBEs must also build linkages with local communities and the informal leaders such as doctors, teachers, heads of villages, and religious leaders.
The Meaning of Social Business Enterprise
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3. Partnership with the Government and NGOs : SBEs must partner with the government and NGOs. Linking the corporate objectives with the government’s mission will help reduce the cost of market education and the overall campaign.
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MARKETING FOR POVERTY ALLEVIATIONThe Marketing Model of an SBE
No
1 Segmentation Bottom of the Pyramid2 Targeting High volume communities3 Positioning Social business enterprise4 Differentiation Social entrepreneurship5 Marketing Mix
Product Products not Currently Accessible for low-income Customer
Price Affordable Promotion Word-of-Mouth Place Community Distribution
6 Selling Sales Force of Social Entrepreneurs
7 Brand Iconic8 Service No-Frills9 Process Low-Cost
Elements of Marketing
Social Business Enterprise Business Model
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Striving for Environmental Sustainability
1.1 The Innovator: DuPont Case1.2 The Investor: Wal-Mart Case1.3 The Propagator: Timberland Case
1. The three actors in sustaining the environment
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1. Natural resources dependence
2. Current exposure to regulation
3. Increasing potential for regulation
4. Competitive market for talent
5. Low market power in a highly competitive market
6. Good environmental track records
7. High brand exposure
8. Big environmental impact
The collaboration of the innovator, The investor, and the propagator
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Motivations of Different Actors
Innovator Propagator Investor
Enable Promoter Amplifier
Natural resources dependence Current exposure to regulation Increasing potential for regulation
Competitive market for talent Low market power in highly competitive market Good environmental track records
High brand exposure Big environmental impact
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2. Targeting Communities for Green Marketing
Collaboration of Different Actors
Niche Mass
Promotion
Producing
Innovator
Propagator Investor
Initiate the buzz of green products by
targeting a niche market of trendsetters
Create critical mass by marketing green products the new standard in the
mainstream market
Create specialty product for a niche market
Create fully commercialized product
for mass market
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3. Summary: Green innovation for sustainability
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Credo 1: Love your Customers. Respect your
Competitors
Credo 2: Be sensitive to change, be ready to
transform
Credo 3: Guard your name, be clear about who
you are
Credo 4: Customers are diverse; go first to those who
can benefit most from you
Credo 5: Always offer a good package at a fair price
10 Credos of Marketing 3.0
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Credo 6: Always make yourself available, spread the
good news
Credo 7: Get your customers, keep and grow them
Credo 8: Whatever your business it is a service
business
Credo 9: Always refine our business process in terms
of quality, cost, and delivery
Credo 10: Gather relevant information, but use wisdom
in making your final decision
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The End.