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MARKETING 3.0

MARKETING 3.0. The Third Generation Marketing. MARKETING 3.0. AGRICULTURAL REVOLUTION INDUSTRIAL REVOLUTION INFORMATION REVOLUTION. MARKETING 1.0 MARKETING 2.0 MARKETING 3.0. INDUSTRIAL AGE. Core technology was industrial machinery

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MARKETING 3.0

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  1. MARKETING 3.0 The Third Generation Marketing

  2. MARKETING 3.0 • AGRICULTURAL REVOLUTION • INDUSTRIAL REVOLUTION • INFORMATION REVOLUTION MARKETING 1.0 MARKETING 2.0 MARKETING 3.0

  3. INDUSTRIAL AGE • Core technology was industrial machinery • Marketing was selling factory’s output of products to all – basic products- designed to serve a mass market- standardise and scale up – lower production cost- more affordable • Henry Ford’s model T automobile “any customer can have a car painted any colour that he wants so long as it is black • MARKETING 1.0- PRODUCT CENTRIC ERA

  4. INFORMATION AGE • Core is Information Technology • Marketing job became more complex • Well informed consumers- product value- comparison- consumer preferences- market segmentation- Golden rule of “Customer is King” • Wide range of functional characteristics and alternatives • A customer centric approach – passive targets of marketing campaign • MARKETING 2.0

  5. MARKETING 3.0 • Value driven era • Consumers approached as whole human beings with minds hearts and spirits. • Consumers looking for solutions • Search for companies which address their deepest needs for social, economic and environmental justice • Not only functional and emotional fulfillment but also of spirit in the product and services they chose. • Companies have bigger mission, vision and values- complementing human emotions with spirits.

  6. Global economic crisis- consumers impacted more by rapid social, economic and environmental change and turbulence • Pandemic diseases, rising poverty, environmental destruction • Companies differentiate by their values • Rise of 3 major forces that shape business landscape • Age of participation • Age of Global paradox • Age of creative society

  7. PARTICIPATIVE AND COLLABORATIVE MARKETING • Technological advances- new wave technologies; enabling connectivity and interactivity of individuals and groups • Cheap computers/ mobile phones • Low cost internet • Open source • Allows individuals to express themselves and collaborate with others • People create news, ideas, entertainment as well as consume them – PROSUMERS • Rise of Social Media

  8. EXPRESSIVE SOCIAL MEDIA • Blogs • Twitter- microblogging- through hand held devices • One popular website - that offers a new idea everyday to influence thousands of people • IBM – encourages employees to blog • GE - Tweet Squad • Sending videos, watching DVDs, using computers rather than watching ads.

  9. COLLABORATIVE SOCIAL MEDIA • Open sourcing (Linux) • Wikipedia • We are smarter than me” • Craiglist – aggregates and displays millions of ads • “Open Business Model” – by Chesbrough • “Innocentive – broadcasts research and development challenges and solicits solutions- welcomes companies and individuals to find solutions to their problems • Wikinomics- describes mass collaboration phenomenon

  10. IMPACT ON BUSINESS • No longer full control • Brand Hijack – Wipperfurth • Trendwatching – trend research network • Product co creation • Display their ability to demonstrate • Tailor a product or service to their life style • Target reward money • Contributing ideas for advertising • P&G – starfish model – open innovation programme

  11. Collaborative marketing is first building block of Marketing 3.0 • “future of competition “ – CK Prahlad and Ramaswamy • Evolution of marketing from transaction oriented to relationship oriented to participative • Collaborate with • One another • Shareholders • Consumers • Channel partners • employees

  12. AGE OF GLOBALISAITON PARADOX AND CULTURAL MARKETING • Paradoxes- business/ nations/ economies • Global citizens as well as local citizens • Globalisation as cause of global economic crisis • Cultural brands- have high equity • Role of Anthropology and Sociology • Ordinary people percieve themselves powerless against companies that show disregard to local culture and environment

  13. AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING

  14. FUTURE MARKETING MODEL Co creation PRODUCT MANAGEMENT 4 Ps Customer management communitization STP (segmentation, targeting & positioning, Brand Building Character building Brand Management HORIZONTAL MARKETING – new customer trust system”

  15. 3 i MARKETING brand Brand Image Brand Identity differentiation Positioning Brand Integrity

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