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1. The age of participation and collaborative marketing 2/44
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 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 4/44
Marketing 3.0: Collaborative, Cultural, and spiritual The Age of Participation and collaborative Marketing The Age of Globalization Paradox and cultural Marketing The Age of Creative Society and Human Spirit Marketing Technology Market Political legal Socio culture Economy 5/44
Building Blocks of Marketing 3.0 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) 6/44
The Evolution of marketing Concepts Postwar Soaring Turbulent Uncertain One-to-One Financially-Driven 1950s 1960s 1970s 1980s 1990s 2000s 7/44
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 10/44
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 : 11/44
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 16/44
Need for future growth : Disney on children’s nutrition
Call for strong differentiation : Wegmans on healthy living
From Philanthropy to transformation
DELIVERING SOCIO-CULTURAL TRANSFORMATION 31/44
Three stages of addressing social issues in marketing Philanthopy Cause Marketing Socio-Culture Transformation Higher Business Model Alignment Lower Cost, Higher Impact Cultural Spectrum Creativity Spectrum Self-Actualization Basic Needs Vertical Company Empowered Horizontal Consumer Empowered 32/44
THREE STEPS TO TRANSFORMATION Identify Socio- Cultural Challenges Select Target Constituents Offer Transformational Solution - 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
Market Education : SBEs must educate the underserved market continuously. not only on product benefits but also on how to increase their quality of life
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.
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.
MARKETING FOR POVERTY ALLEVIATION The Marketing Model of an SBE No 1 Segmentation Bottom of the Pyramid 2 Targeting High volume communities 3 Positioning Social business enterprise 4 Differentiation Social entrepreneurship 5 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 Iconic 8 Service No-Frills 9 Process Low-Cost Elements of Marketing Social Business Enterprise Business Model 36/44
The collaboration of the innovator, The investor, and the propagator 38/44
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 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 40/44
3. Summary: Green innovation for sustainability 41/44