Marketing 3.0

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 Key marketing concept Company marketing guidelines Value propositions Interaction with consumers Sell products Enabling forces How companies see the market Industrial Revolution Mass buyers with physical needs Product development Product specification Functional Satisfy and retain the consumers Information technology Smarter consumer with mind and heart Differentiation Corporate and product positioning Corporate mission, vision, and values Functional and emotional Functional, emotional, and spiritual One-to-many transaction Functional and emotional Make the world a better place New wave technology Whole human with mind.

heart, and spirit Values Many-to-many collaboration 3/44

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 Political legal Economy Socio culture

The Age of Globalization Paradox and cultural Marketing

Market

The Age of Creative Society and Human Spirit Marketing 5/44

Building Blocks of Marketing 3.0

Building Blocks What to Offer

Content Collaborative Marketing Content

How to offer

Cultural Marketing Spiritual Marketing

Why?

The Age of Participation (the Stimulus) The Age of Globalization Paradox (the Problem) The Age of Creativity (the Solution) 6/44

The Evolution of marketing Concepts 2000s 1950s Postwar 1990s 1960s 1980s 1970s Soaring Turbulent Uncertain One-to-One Financially-Driven

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1980s 1950s 1970s 1960s Postwar

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

Soaring

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

Turbulent

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

Uncertain

      Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing  Internal Marketing 8/44

1980s 1990s 2000s Uncertain

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

One-to-One

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

Financially-Driven

   ROI Marketing Brand Equity Marketing Customer Equity Marketing  Social Responsibility Marketing  Consumer Empowerment  Social Media Marketing  Tribalism   Authenticity Marketing Cocreation Marketing 9/44

The future of marketing : Horizontal not vertical

The Disciplines of Marketing Product

Management

Customer

Management

Brand

Management

Today’s Marketing Concept The Four Ps

(product,price ,place,promotion)

STP

(segmentation, targeting,and positioning)

Brand building Future Marketing Concept Cocreation Communitization Character building

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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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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

i

ntegrity

Positioning

3i

Brand Differentiation 13/44

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

Deliver SATISFACTION

Heart

Realize ASPIRATION

Spirit

Practice COMPASSION Profit Ability Return Ability Sustain Ability Be BETTER DIFFERENTIATE Make a DIFFERENCE 15/44

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 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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Marketing the Mission to the Consumers

1. Consumers are the new brand owners!

2. Good mission defined 18/44

Three Characteristics of a Good Mission

Business as Unusual Story that Moves People Consumer Empowerment Creating Spreading Realizing

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3. Summary : Promise of transformation, compelling stories, and consumer involvement 20/44

Marketing the Values to the Employees

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.

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Shared Values and Common Behavior in Marketing 3.0 Context Shared Values Common Behavior Cultural

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VALUES WILL DO YOU GOOD

1. Attracting and Retaining Talent 2. Back-Office Productivity and Front-Office Quality 3. Integrating and Empowering Differences 23/44

CHANGE THE LIVES OF EMPLOYEES : Six segment of employees :

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.

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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 Channel Partners Identity Values

Mirroring

Values Purpose Company Identity

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2. Channel partners as cultural change agent : Distributing the story 3. Channel as creative ally : Managing the relationship 28/44

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 30/44

DELIVERING SOCIO-CULTURAL TRANSFORMATION

1. Need for future growth : Disney on children’s nutrition 2. Call for strong differentiation : Wegmans on healthy living 3. From Philanthropy to transformation 31/44

Three stages of addressing social issues in marketing

Self-Actualization Basic Needs

Philanthopy

Vertical Company Empowered

Cause Marketing Socio-Culture Transformation

Horizontal Consumer Empowered 32/44

THREE STEPS TO TRANSFORMATION

Identify Socio Cultural Challenges

- Identify current and predict future challenges - Challenges may include wellness (nutrition and health care),education, or social injustice

Select Target Constituents

- For immediate impact : select constituents such as the middle class, woman, or the elderly - For future impact : select children and youth

Offer Transformational Solution

- Provide behavior changing solutions moving up the Maslow Pyramid - Aim toward more collaborative, cultural, and creative transformation 33/44

The Meaning of Social Business Enterprise 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.

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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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6 7 8 9 No 1 2 3 4 5

MARKETING FOR POVERTY ALLEVIATION

The Marketing Model of an SBE Elements of Marketing Segmentation Targeting Positioning Differentiation Marketing Mix  Product    Price Promotion Place Selling Brand Service Process Social Business Enterprise Business Model Bottom of the Pyramid High volume communities Social business enterprise Social entrepreneurship Products not Currently Accessible for low-income Customer Affordable Word-of-Mouth Community Distribution Sales Force of Social Entrepreneurs Iconic No-Frills Low-Cost 36/44

Striving for Environmental Sustainability

1. 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 37/44

The collaboration of the innovator, The investor, and the propagator

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 38/44

Motivations of Different Actors

Innovator Propagator Investor Enable  Natural resources dependence  Current exposure to  regulation Increasing potential for regulation Promoter  Competitive market for  talent Low market power in highly competitive  market Good environmental track records Amplifier   High brand exposure Big environmental impact 39/44

2. Targeting Communities for Green Marketing

Collaboration of Different Actors

Promotion

Niche Propagator

Initiate the buzz of green products by targeting a niche market of trendsetters

Mass Investor

Create critical mass by marketing green products the new standard in the mainstream market

Innovator

Producing

Create specialty product for a niche market Create fully commercialized product for mass market 40/44

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 42/44

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 43/44

The End.