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.