Marketing 3.0 - in the digital age

Editor's Notes

1. By adding society the new definition recognises that marketing has large scale impacts beyond what happens in companies or amongst individuals
2. By adding society the new definition recognises that marketing has large scale impacts beyond what happens in companies or amongst individuals
3. After the arrival of Marketing 1.0 competition increased and so it was vital to identify consumer segments – the notion of STP was very strong in Marketing 2.0 – it was all about understanding the market Porter model, BCG matrix and the STP – but not necessarily understanding the consumer….
4. APple 1984 ad
5. Coca Cola India Pakistan advert
6. Paradox of economic decline – Gen Y biggest consuemrs ever – UK 18yr olds change on av their smartphone every 9 – 11 months, av lifecycle of a smartphone is 4 years
7. Companies constantly renew themselves in a complex world of values, ethics and RSE despite the conspiracies and incoherencies that bring them to the public eye aswell
8. KOTLER MODEL for Marketing 3.0 is the values driven era. Instead of treating people simply as consumers, marketings approach them as whole human beings with minds hearts and spirits. Consumers are looking for solutions now to their anxieties about making the globalised work a better place ie – what sustainable energy to invest in, electric cars, recycled products, charity based products, ethical companies, fair trade products. Consumers are looking for coopanies that address their deepest needs for social economic and environmental justice in their mission vision and values. Marketing3.0 does still however aim to satisfy the customer but companies practising 3.0 have bigger missions, visions and values – think Starbucks, think MacDonalds, think Lush, think Dell, think Zappos, think Veolia
9. Maslow showed in his triangle that human needs have to be met and to go from one level to the next requires achieving the previous level – however he later felt the inverted triangle was better in that everyone needed to fulful self actualisation as a prime need – marketers therefore need to adapt this as they address teh consumer. One of the secrets of marketing is "the higher the need being targeted on the pyramid, the greater the potential profit". This can best be seen with water. In North America, water is seen as a basic need to be provided by the government. Safe water is freely available in most communities. Yet marketing water is a multi-million dollar business. While water really only meets physiological needs, if a company puts it through a filter, bottles it and says it is pure, it suddenly meets the need for safety. Or if a company imports the water, puts it in a fancy bottle and associates it with a particular group or culture, that gives the buyer self esteem. But for the biggest marketing "bang", add a little flavouring and some minerals, and call it "fitness water". Now, humble water gives us the safety of bottled water, self esteem from being a member of a select group of fit people, and self-actualization by being so fit as to need special water --
10. JennifernAniston smart water
11. Marketing 3.0 is the values driven era. Instead of treating people simply as consumers, marketings approach them as whole human beings with minds hearts and spirits. Consumers are looking for solutions now to their anxieties about making the globalised work a better place ie – what sustainable energy to invest in, electric cars, recycled products, charity based products, ethical companies, fair trade products. Consumers are looking for coopanies that address their deepest needs for social economic and environmental justice in their mission vision and values. Marketing3.0 does still however aim to satisfy the customer but companies practising 3.0 have bigger missions, visions and values – think Starbucks, think MacDonalds, think Lush, think Dell, think Zappos, think Veolia
12. NPS spreadsheet
13. Blendtech ad