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
Sell products
Enabling forces
Industrial Revolution
Satisfy and retain the
consumers
Information technology
Make the world a better
place
New wave technology
Smarter consumer with
mind and heart
Whole human with mind.
heart, and spirit
Differentiation
Values
Company marketing Product specification
guidelines
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
How companies see Mass buyers with
the market
physical needs
Key marketing
concept
Product development
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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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Marketing 3.0:
Collaborative, Cultural, and spiritual
The Age of Participation
and collaborative
Marketing
Technology
Political legal
Economy
Market
Socio culture
The Age of Globalization
Paradox and cultural
Marketing
The Age of Creative
Society and Human Spirit
Marketing
5/44
Building Blocks of Marketing 3.0
Building Blocks
Why?
What to Offer
Content
Collaborative Marketing
The Age of Participation
(the Stimulus)
Content
Cultural Marketing
The Age of Globalization
Paradox (the Problem)
How to offer
Spiritual Marketing
The Age of Creativity (the
Solution)
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The Evolution of marketing Concepts
2000s
1950s
1990s
1960s
1980s
Financially-Driven
1970s
Postwar
One-to-One
Soaring
Uncertain
Turbulent
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1980s
1950s
1970s
1960s
Postwar
Turbulent
 Targeting
 Positioning
 Strategic Marketing
 Service Marketing
 Social Marketing
 Societal Marketing
 Macro-Marketing
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
Uncertain
 Marketing Warfare
 Global Marketing
 Local Marketing
 Mega-Marketing
 Direct Marketing
 Customer Relationship
Marketing
 Internal Marketing
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1980s
1990s
Uncertain
2000s
Financially-Driven
 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
 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 future of marketing :
Horizontal not vertical
The Disciplines of
Marketing
Product
Management
Customer
Management
Brand
Management
Today’s Marketing
Concept
Future Marketing
Concept
The Four Ps
(product,price
,place,promotion)
STP
(segmentation,
targeting,and
positioning)
Brand building
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
i
Brand ntegrity
Positioning
Differentiation
3i
Brand
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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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Heart
Spirit
MISSION
(Why)
Deliver
SATISFACTION
Realize
ASPIRATION
Practice
COMPASSION
Profit Ability
Return Ability
Sustain Ability
VALUES
(How)
Mind
VISION
(What)
Values-Based Matrix (VBM) Model
Be BETTER
DIFFERENTIATE
Make a
DIFFERENCE
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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
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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
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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
26/44
1. Channel as Collaborator : Selecting the Fit
Identity
Purpose
Channel
Partners
Values
Mirroring
Values
Company
Purpose
Identity
27/44
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
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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
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Three stages of addressing social
issues in marketing
Self-Actualization
Creativity Spectrum
Socio-Culture
Transformation
Cause
Marketing
Philanthopy
Basic Needs
Vertical Company
Empowered
Horizontal
Consumer Empowered
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THREE STEPS TO
TRANSFORMATION
Identify SocioCultural Challenges
Select Target
Constituents
- 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
Offer
Transformational
Solution
- Provide behaviorchanging solutions
moving up the
Maslow Pyramid
- Aim toward more
collaborative, cultural,
and creative
transformation
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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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MARKETING FOR POVERTY ALLEVIATION
The Marketing Model of an SBE
No
1
2
3
4
5
Elements of
Marketing
Segmentation
Targeting
Positioning
Differentiation
Marketing Mix
 Product
6
 Price
 Promotion
 Place
Selling
7
8
9
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
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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
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The collaboration of the innovator,
The investor, and the propagator
1.
2.
3.
4.
5.
Natural resources dependence
Current exposure to regulation
Increasing potential for regulation
Competitive market for talent
Low market power in a highly competitive
market
6. Good environmental track records
7. High brand exposure
8. Big environmental impact
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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
39/44
2. Targeting Communities for Green
Marketing
Collaboration of Different Actors
Niche
Promotion
Mass
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
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
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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.