Marketing 3.0

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Marketing3.0
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1. The age of participation and collaborative
marketing
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Comparison of marketing 1.0, 2.0 and 3.0
Marketing 3.0
Marketing 1.0
Marketing 2.0
Product-centric
Consumer-oriented
Values-driven
Marketing
Marketing
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
Functional and emotional
Functional, emotional, and spiritual
Value propositions
Functional
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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Marketing 3.0 Collaborative, Cultural, and
spiritual
The Age of Participation and collaborative
Marketing
Technology
The Age of Globalization Paradox and cultural
Marketing
Economy
Political legal
Socio culture
Market
The Age of Creative Society and Human Spirit
Marketing
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Building Blocks of Marketing 3.0
Building Blocks
Why?
What to Offer
Content
Collaborative Marketing
The Age of Participation (the Stimulus)
The Age of Globalization Paradox (the
Problem)
Content
Cultural Marketing
How to offer
The Age of Creativity (the Solution)
Spiritual Marketing
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The Evolution of marketing Concepts
2000s
1950s
1990s
1960s
Financially-Driven
1980s
1970s
Postwar
One-to-One
Soaring
Uncertain
Turbulent
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1980s
1950s
1970s
1960s
Postwar
Turbulent

• Targeting
• Positioning
• Strategic Marketing
• Service Marketing
• Social Marketing
• Societal Marketing
• Macro-Marketing

• The Marketing Mix
• Product Life Cycle
• Brand Image
• Market Segmentation
• The Marketing Concept
• The Marketing Audit

Uncertain

• Marketing Warfare
• Global Marketing
• Local Marketing
• Mega-Marketing
• Direct Marketing
• Customer Relationship Marketing
• Internal Marketing

Soaring

• The Four Ps
• Marketing Myopia
• Lifestyle Marketing
• The Broadened Concept of Marketing

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1990s
1980s
2000s
Uncertain
Financially-Driven

• Marketing Warfare
• Global Marketing
• Local Marketing
• Mega-Marketing
• Direct Marketing
• Customer Relationship Marketing
• Internal Marketing

• ROI Marketing
• Brand Equity Marketing
• Customer Equity Marketing
• Social Responsibility Marketing
• Consumer Empowerment
• Social Media Marketing
• Tribalism
• Authenticity Marketing
• Cocreation Marketing

One-to-One

• Emotional Marketing
• Experiential Marketing
• Internet and E-Business Marketing
• Sponsorship Marketing
• Marketing Ethics

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The future of marketing Horizontal not vertical
The Disciplines of Marketing
Todays Marketing Concept
Future Marketing Concept
Product Management Customer
Management Brand Management
The Four Ps (product,price
,place,promotion) STP (segmentation,
targeting,and positioning) Brand
building
Cocreation Communitization Character building
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• 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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SHIFT TO HUMAN SPIRIT THE 3i MODEL

• 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.

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The 3i Model
Brand integrity
Differentiation
Positioning
3i
Brand identity
Brand image
Brand
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SHIFT TO VALUES-DRIVEN MARKETING

• 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.

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Values-Based Matrix (VBM) Model
Mind
Heart
Spirit
Deliver SATISFACTION
Realize ASPIRATION
Practice COMPASSION
MISSION (Why)
VISION (What)
Profit Ability
Return Ability
Sustain Ability
Make a DIFFERENCE
VALUES (How)
Be BETTER
DIFFERENTIATE
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MARKETING 3.0 THE MEANING OF MARKETING AND THE
MARKETING OF MEANING

• 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.

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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 companys
  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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Marketing the Mission to the Consumers

• Consumers are the new brand owners!
• Good mission defined

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Three Characteristics of a Good Mission
Business as Unusual
Story that Moves People
Consumer Empowerment
Spreading
Creating
Realizing
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• 3. Summary Promise of transformation,
  compelling stories, and consumer involvement

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Marketing the Values to the Employees

• Permission-to-play values are the basic standards
  of conduct that employees should have when they
  join the company.
• Aspirational values are values that a company
  lacks but the management hopes to achieve.
• Accidental values are acquired as a result of
  common personality traits of employees.
• Core values are the real corporate culture that
  guides employees actions.

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Shared Values and Common Behavior in Marketing
3.0 Context
Creativity
Collaboration
Shared Values
Common Behavior
Cultural
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VALUES WILL DO YOU GOOD

• Attracting and Retaining Talent
• Back-Office Productivity and Front-Office Quality
• Integrating and Empowering Differences

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CHANGE THE LIVES OF EMPLOYEES Six segment of
employees

• The low obligation and easy income segment is a
  group of employees who look for quick wins.
• The flexible support segment is a group that goes
  with the flow because they do not see a job as a
  priority yet.
• The risk and reward segment includes employees
  who see jobs as opportunities to challenge and
  excite themselves.

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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

Identity
Purpose
Channel Partners
Values
Mirroring
Values
Company
Purpose
Identity
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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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• Short-Termism hurts the economy
• Long-Term shareholder value vision of
  sustainability
• Marketing visionary strategy

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DELIVERING SOCIO-CULTURAL TRANSFORMATION

• Need for future growth Disney on childrens
  nutrition
• Call for strong differentiation Wegmans on
  healthy living
• From Philanthropy to transformation

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Three stages of addressing social issues in
marketing
Self-Actualization
Socio-Culture Transformation
Higher Business Model Alignment
Lower Cost, Higher Impact
Creativity Spectrum
Cause Marketing
Cultural Spectrum
Philanthopy
Basic Needs
Vertical Company Empowered
Horizontal Consumer Empowered
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THREE STEPS TO TRANSFORMATION
Offer Transformational Solution
Identify Socio- Cultural Challenges
Select Target Constituents
- 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

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The Meaning of Social Business Enterprise

• Market Education SBEs must educate the
  underserved market continuously. not only on
  product benefits but also on how to increase
  their quality of life
• 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.

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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
  governments mission will help reduce the cost of
  market education and the overall campaign.

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MARKETING FOR POVERTY ALLEVIATION
The Marketing Model of an SBE
Elements of Marketing
Social Business Enterprise Business Model
No
1 Segmentation Bottom of the
Pyramid 2 Targeting High volume
communities 3 Positioning Social business
enterprise 4 Differentiation Social
entrepreneurship 5 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 Iconic 8 Service
No-Frills 9 Process Low-Cost
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Striving for Environmental Sustainability

• The three actors in sustaining the environment

1.1 The Innovator DuPont Case 1.2 The Investor
Wal-Mart Case 1.3 The Propagator Timberland Case
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The collaboration of the innovator, The investor,
and the propagator

• Natural resources dependence
• Current exposure to regulation
• Increasing potential for regulation
• Competitive market for talent
• Low market power in a highly competitive market
• Good environmental track records
• High brand exposure
• Big environmental impact

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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
Investor
Propagator
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
Promotion
Innovator
Create specialty product for a niche market
Create fully commercialized product for mass
market
Producing
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3. Summary Green innovation for sustainability
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10 Credos of Marketing 3.0

• 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

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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.