Marketing 3.0 (Prof. Dr. Aung Tun Thet)

Marketing 3.0

Prof.Dr.Aung Tun Thet

• “Good companies will meet needs,

• Great companies will create markets.”

• The aim of marketing is to know and understand the customer so well,

• the product or service fits him, and

• sells itself.

Evolution of Marketing Concept

Post-War

1950s1960s

Soaring

1970s

Turbulent

1980s

Uncertain

1990s

One-to-One

2000s

Financially-Driven

Evolution of Marketing Concept

1950s 1960s 1970s 1980s 1990s 2000s

Post-War Soaring Turbulent Uncertain One-to-One Financially-Driven

Product Life Cycle

4 Ps Targeting Marketing Warfare

Emotional Marketing

ROI

Brand Image Marketing Myopia

Positioning Direct Marketing

Experiential Marketing

Brand Equity Marketing

Market Segmentation

Lifestyle Marketing

Strategic Marketing

Customer Relationship

E-Business Marketing

Social Responsibility Marketing

Marketing Concept

Broadened Concept of Marketing

Service Marketing

Global Marketing

Marketing Ethics

Social Media Marketing

Marketing Audit

Social Marketing

Cocreation Marketing

Marketing 3.0

• New model for Marketing

• Treat customers not as consumers

• Complex, multi-dimensional human beings

• Customers choose companies and products

• Satisfy deeper needs for participation, creativity, community and idealism

Marketing 3.0

• Be Better

• Mind, Heart and Spirit

• Make a Difference

• Deliver Satisfaction

• Pursue Innovation

• Strengthen Brand

• Build Sustainability

Evolution of Marketing

1.0

2.03.0

Marketing 1.0

• Industrial Age

• Product-centric

• Selling outputs

• Mass market

• Standardization

• “Any customer can have a car painted any colour that he wants,

• so long as it is black.”

Marketing 2.0

• Information Age

• Customer-centric

• IT

• Product value defined by consumer

• Market segmentation

• Touch consumer’s mind and heart

• “Customer is king”

Marketing 3.0

• Values-Driven Age

• People treated as whole human beings

• Minds, Heart and Spirit

• Deeper needs for social, economic and environmental justice in mission, vision and values

• Functional and emotional fulfillment + human spirit fulfillment

Whole Human

1. Physical Body

2. Mind capable of independent thought and analysis

3. Heart that feel emotion

4. Spiritual – soul or philosophical center

Marketing 3.0

• Satisfy consumer

• Provide solution to address problems in society

• Lift concept into arena of human aspirations, values and spirit

• More relevant

Objective

Marketing 1.0 Marketing 2.0 Marketing 3.0Sell products Satisfy and retain

consumersMake world a better place

Enabling Forces

Marketing 1.0 Marketing 2.0 Marketing 3.0Industrial Revolution

Information Technology

New Wave Technology

Market

Marketing 1.0 Marketing 2.0 Marketing 3.0Mass buyers with physical needs

Smarter consumer with mind and heart

Whole human with mind, heart and spirit

Key Marketing Concept

Marketing 1.0 Marketing 2.0 Marketing 3.0Product Development

Differentiation Values

Marketing Guidelines

Marketing 1.0 Marketing 2.0 Marketing 3.0Product Specification

Corporate and Product Positioning

Corporate mission, vision and values

Value Propositions

Marketing 1.0 Marketing 2.0 Marketing 3.0Functional Functional and

EmotionalFunction, Emotional and Spiritual

Interaction with Consumers

Marketing 1.0 Marketing 2.0 Marketing 3.0One-to-many transaction

One-to-one relationship

Many-to-many collaboration

Three Changes Led to Marketing 3.0

1. Age of Participation and Collaborative Marketing – Technology

2. Age of Globalization Paradox and Cultural Marketing – Political, Socio-culture

3. Age of Creative Society and Human Spirit Marketing - Market

Marketing 3.0: Collaborative, Cultural, and Spiritual

Building Blocks

Why?

What to OfferContent Collaborative

MarketingAge of Participation (Stimulus)

Context Cultural Marketing Age of Globalization Paradox (Problem)

How to Offer Spiritual Marketing Age of Creativity (Solution)

New Wave Technology

• Widespread dissemination of information, ideas, opinions

• Consumers collaborate for value creation

• Drives globalization of political, legal, economic and socio-cultural landscape

• Creates cultural paradoxes

• Drives rise off creative market – more spiritual in viewing the world

Marketing 3.0

Values Driven Marketing

Today You Run Faster To Stay In The Same Place

INDIVIDUAL MIND HEART SPIRIT

COMPANY Mission (Why) DeliverSATISAFACTION

RealizeASPIRATION

PracticeCOMPASSION

Vision (What) PROFITABILITY

RETURNABILITY

SUSTAINABILITY

Value (How?) Be BETTER DIFFRENTIATE Make a DIFFERENCE

Future of Marketing

DISCIPLINE TODAY FUTUREProduct Management

4 Ps (Product, Price, Place, Promotion)

Cocreation

Customer Management

STP (Segmentation, Targeting, Positioning)

Communization

Brand Management

Brand Building Character Building

3i Model

Shift To Human Spirit

Marketing

• Relevant to consumer’s mind

• Product/Service positioned meaningfully and uniquely in the mind of target consumers

Emotional Marketing

• Targeting mind not enough

• Target hearts of consumers

Spirit of Consumers

• “Unlock soul’s code”

• Not overlook spirit

Marketing 3.0: Two Triangles

• Triangle of Brand, Positioning, and Differentiation

• 3i: Brand identity; Brand integrity; Brand image

3i

BRAND

DIFFERENTIATIONPOSITIONING

BRAND iM

AGE

BRAND iNTEGRITY

BRAND iD

ENTITY

Brand Identity

• Positioning brand in minds of consumers

• Positioning unique

• Relevant to needs and wants

Brand Integrity

• Fulfilling through positioning and differentiation

• Credibility

• Fulfilling promise

• Trust

• Spirit of consumers

Brand Image

• Share of consumer’s emotion

• Appeal to emotional needs

Marketers

• Target consumer’s minds and spirits simultaneously to touch hearts

• Positioning trigger mind

• Differentiation for human spirit

• Heart lead consumer to make buying decision

• Build and implement new ROADMAP indicative of rapidly changing world of marketing communications

• Strategically align cross-media marketing efforts

• Benefit from new spate of marketing technologies

• Increase returns on marketing investments

• Reduce costs associated with acquisition of marketing objectives

• Gain better insight into overall marketing investment

• Meaning of Marketing

• Marketing of Meaning

• “Within 5 years,

• If you’re in the same business you are now,

• You’re going out of business”