An article evaluating the recent brand communication strategies of some companies based on Dr. Philip Kotler's latest book - Marketing 3.0
This article aims at connecting dots in what has been taught in book and how it is being done on ground level.
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
Evolution in technology has lead to a huge change in marketing. Marketing has gone through two evolutions. Marketing 3.0 addresses the human centric era.
Presentation has been an extract of a white paper released by Marketing gurus Philip Kotler and Hermawan Kartajaya.
I am a preacher of this marketing version. I look forward to implement and practice it.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
Evolution in technology has lead to a huge change in marketing. Marketing has gone through two evolutions. Marketing 3.0 addresses the human centric era.
Presentation has been an extract of a white paper released by Marketing gurus Philip Kotler and Hermawan Kartajaya.
I am a preacher of this marketing version. I look forward to implement and practice it.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Marketing 3.0 (Prof. Dr. Aung Tun Thet)Htet Zan Linn
Marketing 3.0 Seminar facilitated by Prof. Dr. Aung Tun Thet, for 2nd Anniversary of Myanmar B2B Management Magazine. This is held on 13th September 2014, at National Theatre of Yangon, Myanmar.
This report presents analysis of few companies in Sri Lanka that use marketing 1.0, marketing 2.0 and marketing 3.0 concepts. Furthermore in this report, the causes of the marketing evolution are also discussed. This analysis has been categorized under different marketing concepts for easy comprehension of how companies are following these versions separately and come up with the suggestions for what it could it be the next marketing concept.
Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
Dr. Kotler gave an expansive talk that traced the origins of modern marketing and implications for the future in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
I have tried to make a ppt relating to evolution of advertising in a way that a student can understand the basic of advertising, i have tried to cite examples wherever possible, have taken references from books and sites. hope you like it! :)
The Brand University - How to make a sustainable, successful brandMinter Dial
The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.
brandshare: how brands & people create value exchangeEdelman
Edelman’s second annual brandshare study revealed brands are failing to develop mutually beneficial relationships with consumers.
Learn more: http://edl.mn/1sOyg1O
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Marketing 3.0 (Prof. Dr. Aung Tun Thet)Htet Zan Linn
Marketing 3.0 Seminar facilitated by Prof. Dr. Aung Tun Thet, for 2nd Anniversary of Myanmar B2B Management Magazine. This is held on 13th September 2014, at National Theatre of Yangon, Myanmar.
This report presents analysis of few companies in Sri Lanka that use marketing 1.0, marketing 2.0 and marketing 3.0 concepts. Furthermore in this report, the causes of the marketing evolution are also discussed. This analysis has been categorized under different marketing concepts for easy comprehension of how companies are following these versions separately and come up with the suggestions for what it could it be the next marketing concept.
Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
Dr. Kotler gave an expansive talk that traced the origins of modern marketing and implications for the future in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
I have tried to make a ppt relating to evolution of advertising in a way that a student can understand the basic of advertising, i have tried to cite examples wherever possible, have taken references from books and sites. hope you like it! :)
The Brand University - How to make a sustainable, successful brandMinter Dial
The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.
brandshare: how brands & people create value exchangeEdelman
Edelman’s second annual brandshare study revealed brands are failing to develop mutually beneficial relationships with consumers.
Learn more: http://edl.mn/1sOyg1O
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
Fashion analyst, Marketing Promotions, Make your own brand.Sharif Bhuiyan
The responsibility of a data analyst working in fashion is to utilize all digital
information collected to help retail and fashion companies become more profitable
by predicting trends and consumer behavior.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
A brief guide to marketing communication mix for e commerceAshish Jhalani
The final element in marketing mix 4C’s is communication. With this marketing mix, you do not “promote” your business; rather, you communicate value to your customers/consumers.
A Brief Guide to Marketing Communication Mix for eCommerceeTailing India
The final element in marketing mix 4C’s is communication. With this marketing mix, you do not “promote” your business; rather, you communicate value to your customers/consumers.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Business to Society Marketing - Kotler's Marketing 3.0
1. B2Society Marketing – Is the Marketing Code finally cracked?
Introduction
Recently, there was an ad which went viral on the social media. The ad features a father in a small south Indian village walking on his hands with feet up, cheered and accompanied by the villagers. The father comes to ease after reaching the village temple on hilltop after telling the priest that his son has turned 5. A women tourist, who has joined the procession midway wonders ‘what’s the big deal about a child turning 5.’ She is then told, that he is his first kid who has survived till this age. The ad ends with message that such deaths can be prevented simply by washing hands. It’s only after the ad has ended, in last 5 seconds we see the logo of lifebuoy. It’s a “Help a child reach 5” campaign by HUL (Lifebuoy). The concept is entirely different from what is being taught in the traditional text books of the marketing. There is no concern about the
Figure 1: Lifebuoy's Reach a Child 5 Campaign
brand visibility or the brand communication. But, the brand has made the connect in phenomenal way. While at it, how can we not remember the recent Pantene’s anti-sexism commercial – ‘Don’t let the labels hold you back’, or TATA Tea’s ‘Jaago Re’ commercials. These ads have changed the way in which the brands communicated to the audience. The concept of the target audience is fast being replaced by target society. We would like to call this trend or phenomena, “Business 2 Society Marketing”. Renowned marketing guru, Dr. Philip Kotler has also recently acknowledged this emerging trend and refers to as Marketing 3.0 in his latest book.
Figure 2: Pantene's #WhipIt Campaign
A unique thing about all these campaigns is, they are no more talking about the product or the brand, but they are taking in their hands the social issues around us; and this is precisely the reason for their ‘virality’ and acceptance. These are strong purpose driven commercial which are focused on connecting, not just on individual level but to the society as whole. For quite some time now, companies
2. Figure 3: The Evolution of Marketing (Source: Kotler, P., Kartajaya, H., Setiawan, I. Marketing 3.0. 2010.)
have been focusing on the sustainable solutions but that’s isn’t going to be enough as even the way of marketing has changed. If the brands of tomorrow plans on being #1, they need to understand that simply making sustainable products is not going to be enough, there is even stronger need to convey these messages to the society in a most empathetic way.
In this article, we will discuss the evolution of the B2Society marketing, Marketing 3.0 framework, and some of the strategies to embrace the future of marketing.
The Purpose & Evolution of Marketing
'Marketing' since inception has been thought of as the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. While some believe Marketing is a science which can be applied in all political systems, and in many aspects of life. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Therefore, as very rightly put by Philip Kotler, marketing is “meeting needs profitably” i.e. identifying human and social needs and using it as a profitable business opportunity.
The Marketing as we know it today has had a long journey (See figure 3).
Businesses, in the beginning, were only concerned with production, manufacturing and efficiency issues. But post war i.e., around mid- 1950’s the orientation changed towards Sales which was mainly concerned with selling the products to masses to finally marketing around 1970’s due to changing consumer perspectives and expectations as well as changing global
3. Table 1: Key Characteristics of Marketing 1.0, 2.0 & 3.0 Product-centric Marketing (1.0) Consumer-centric Marketing (2.0) Value-centric Marketing (3.0) Objective Sell products to masses Satisfy consumers and brand loyalty Meet emotional and rational needs of consumers Enabling Forces Industrial Revolution Information Technology Connectedness of consumers How markets see the market Mass market Smarter consumers and mass market People instead of segments Key Marketing concept Product driven market Differentiation Value of product to consumers emotions Value Propositions Functional Functional and emotional Functional, emotional and rational Interaction with consumers Mass communication Micro segmentation Consumer collaborate with each other Power of branding Marketers/companies Marketers/consumers Consumers
business scenarios. Technological advances such as internet and social media has impacted not only the B2B Marketing but also B2C marketing which can be very relevantly seen since 1980s with introduction of internet marketing to e-business to social media marketing. Hence to be more relevant to the highly evolving consumers the marketing has gone through an evolution as described by Kotler as ‘from Marketing 1.0 to Marketing 3.0’. The various aspects and how the business and consumer perspective has evolved in this journey have been discussed in the table – Key Characteristics of Marketing 1.0, 2.0 & 3.0.
The Need of evolving to B2Society
With rapid globalization and opening of the countries’ economies as well due to inclusion of e-commerce, the consumers have been loaded with a whole sea of options and thereby competition has reached its all-time high. In such a scenario, companies have realised that differentiation and adequate value-addition to the life of consumers’ life through their product is important to get the competitive advantage as well as to ensure brand loyalty and thereby create a good ROI.
The customers are a lot more empowered today. The Social Media has evolved as a new boon as well as threat to the various brands. People now trust each other’s opinions, online reviews and feedbacks more than they trust the communication from the companies about their product. Thus, the old concept of making people aware of one’s product no longer helps because consumers are increasingly becoming more informed, smarter, media savvy and distrustful of marketing.
Figure 4: Dove's Real Beauty Sketch Campaign
4. Therefore, as discussed by sales-expert, Grant Leboff in his book ‘Sticky Marketing’, companies now need to focus on creating an experience for their consumers through their products or services and that they need to shift their strategy from creating a USP (Unique Selling Proposition) to creating Customer Engagement Points by offering an ‘emotional selling proposition’.
In wake of the same, a newer concept has evolved in marketing, which aims to link social responsibility and environment sustainability as an integral part of company’s strategy. A shining example of the same is HUL’s Project Sunlight Sustainability Campaign.
However, that has a fallout that it’s not possible for all companies to chase after the sustainability or responsibility race. Famous brand building expert Denise Lee Yohn says, “This is not necessarily wrong, but they’re not considering what’s really right for the business.” She talks about the shift away from the ‘giving back’ and ‘move toward creating a shared value’. Essentially, when we are talking about the rise of purpose driven social brands, it’s actually about becoming socially more relevant. Bestselling author and founder of social branding firm WeFirst, Simon Mainwaring argues, “people want to invest in brands that positively change the world, and the most iconic brands of the future will be those that drive the most meaningful social change.” Social campaigns, thus needs to be perceived as running marketing campaigns because they are just equally capable of expressing the brand identity or strengthen the brand’s competitive positioning.
Simon Mainwaring, in his article ‘Marketing 3.0 will be won by Purpose-Driven Social Brands’, makes a strong point that B2Society marketing is even more critical because of its ability to impact the reputation, bottom line and even the employee productivity of the company. 87% of global consumers have voiced that companies must put an equal weightage on the society’s interest as on business interests. A clear implication of why Societal Marketing is very crucial lies in the fact that 80% of global consumers believe that companies should make them aware of their efforts to address the societal issues and only 20% of brands worldwide are seen to meaningfully and positively impact people’s lives. Even more appealing reasons for engaging in B2S are, 47% of consumers buy brands, that support a good cause, at least monthly and 91% global consumers will switch brands if a different brand of similar price & quality supported a good cause. On the flip side, 90% consumers would boycott a brand if they learned that they are involved in irresponsible business practices and 55% have already done so in past 12 months (as in July, 2013). Even from the perspective of the talent acquisition, the impact is significant. A whopping 81% of prospective employees consider CSR when deciding where to work while 54% believe that their company’s purpose is not clear to them.
Beyond the 4P’s – Framework for B2Society Marketing
In marketing, the concept of being relevant to the consumer’s mind was first introduced by Al Ries and Jack Trout in their classic book, Positioning – The Battle for Your Mind.They described it as creating a meaningful and unique impression of the the product in the minds of the target customers. For Example,Reckitt Benckiser has successfully planted the idea of Dettol as a synonym of cleanliness.
5. The next wave of marketing, emotional marketing then addressed the emotional component of the human psyche was earlier being neglected. A very successful campaign that truly recognizes the power of emotional marketing is by Procter & Gamble’s “Thank You, Mom” campaign. P&G’s “Proud Sponsor of Moms” campaign appealed to the emotions of the moms (target) and the normal consumers in an authentic way.
However, the relevance is no more sufficient to consumers, the concept has now evolved to relevance to the very society we live in. There is now a need to address the spirit of the consumers. Dr. Kotler believes there is now a need to “unlock the soul’s code” in order to stay relevant. This is possible only if companies devise their mission, vision and values such that it incorporates compassion, sustainability and ‘make a difference’ strategy.
Shift to Human Spirit – 3i Model
In the wake of this emerging trend where the brands have a potential to create an impact on issues such as poverty, socio-cultural change and environmental sustainability, the traditional 4P’s and STP models no more offer adequate tools to remain relevant to the consumers. Dr. Kotler, in his latest book, along with authors Hermawan Kartajaya and Iwan Setiawan offers a new model for Marketing 3.0. Authors claim that in 3.0, the marketing needs to be redefined as a consonant triangle of brand, positioning and differentiation, and thus offers 3i model to complete this triangle. The 3i’s are – brand identity, brand integrity and brand image.
Brand identity is about uniquely positioning brand in the minds of the consumers by becoming relevant to the rational needs and wants of the consumers. Brand integrity targets the spirit of the consumers by building the credibility of the brand and gaining consumer’s trust through the fulfillment of the claims made through the positioning and differentiation.
Figure 5: Future Model of Marketing - 3i Model
Finally, brand image is about acquiring a strong share of the consumer’s emotions. The brand value needs to appeal to consumers’ emotional needs and desires beyond product functionalities and features. And thus the 3i is expected to be relevant to the consumers’ minds, hearts, and spirits. (As described in the book “From Products to Customers to the Human Spirit: Marketing 3.0”).
Adopting the Right Strategy
B2Society is a relatively new concept in marketing hence while some companies are completely into this others are gradually taking this up.As with any business case, there is never a “one” right strategy. However, Dr. Kotler suggests the main ingredients of formulating the right strategy would be marketing mission to consumer, values to employees and channel partners and vision to stakeholders. Thus, the crucial factors are defining the mission, inventing the future (vision) and identifying the values for success.
Previously, when we discussed the 3i model under frameworks for B2Society, we left out a values-driven marketing, a part of the framework which we will discuss now. This model, in a way describes the central theme of the Marketing 3.0.
6. VBM – Shift to Values-driven Marketing
Figure 6: Value Based Matrix Model (VBM)
In Value Based Matrix (VBM), on one axis the company strives to achieve the 3i’s (Mind, Heart and Spirit of consumer) and on the other axis, company’s vision, mission and values are defined. Thus, the matrix in totality reflects the roadmap to share the same dream as consumers and to make a difference. Kotler also talks about the 10 indisputable credos for integrating marketing with the values. These credos along with VBM can help identifying or defining the way in which company aspires to make the connect with the consumer.
Different Companies, Different Strategies
Different organizations, the ones which have realized the significance of the B2Society marketing have adopted the different strategies for appealing to the consumers on societal level.
Kotler suggests delivering the socio- cultural changes for the post-growth market and creating the entrepreneurs in emerging markets. He has also suggested a 3-step model for delivering the socio-cultural transformations. However, we believe that both the strategies on the core become one and same and creating entrepreneurs can also be looked at as a way of bringing the socio-cultural transformations.
Figure 7: Kotler's 10 Credos
3 Steps to Transformation – A New STP?
In a long term, consumers expect the companies to bring the socio-cultural development rather than simply being the engines of the profit making. An increasing number of consumers today judge the organizations by their willingness to take part and level of commitment in addressing the societal causes. The three step model, in such a scenario, provide for a way to achieve this while making sure that the profits are not forgone.
The 3 steps of this model are –
1. Identifying the socio-cultural challenges
2. Select Target Constituents
3. Offer a transformational solution
7. Figure 8: 3 Steps to Socio-Cultural Transformation
An implementation of similar model can be seen in HUL’s Project Shakti. (Case Data taken from official Project Shakti webpage at http://www.hul.co.in/sustainable- living/casestudies/). HUL realised that India has more than 6,30,000 villages, most of which are 'hard to reach' and offer relatively lower business potential. Hence, reaching them through the conventional distribution system was a challenge.
Inline with motive of “doing well by doing good”, HUL launched Project Shakti as a rural distribution network targeting small villages.The company benefitted by enhancing its direct rural reach while creating employment opportunities for under-privileged rural women.
The model involves a member from a village SHG who is selected as a Shakti entrepreneur, commonly referred as 'Shakti Amma'. She receives stocks from rural distributor and then sells directly to consumers and retailers in the village. She is not only a consumer for the products but acts as the brand ambassador for the village. This involvement of consumer by HUL succinctly illustrates what is often referred to as value co-creation. Project Shakti has now provided business opportunity to the male members of the family (called Shaktimaan) too, who could service outlets not only in their own village but also of the nearby villages by providing bicycles, thereby increasing HUL’s sales and distribution reach and providing the rural villagers with a significant disposable income.
Conclusion
The concept of B2Society marketing may be the answer to the long-due and often- asked question, is it possible for a company to be human-centric while being profitable or vice- versa? With the emergence of new technologies and new modes of accessing information, the companies today are very much open to public inspection. The increased awareness about the social issues and an increased debate about sustainable living has made it necessary for organizations to perform not only on functional level but even so more on social level. The current generation of the consumers is much more concerned with the social issues and concerns. Thus, the time now is ripe for companies to reinvent themselves leaving the past practices of product and consumer centric marketing and move swiftly towards the world of Business2Society marketing.
Richa Prasad (SPJIMR, Mumbai)
Nakul Patel (NITIE, Mumbai)
8. References
Kotler, P., Kartajaya, H., Setiawan, I. Marketing 3.0. 2010.
Mainwaring, S. Marketing 3.0: The Rise of Purpose-Driven Social Brands [Infographic]. July, 2013. http://simonmainwaring.com/future/marketing-3-0-the-rise-of-purpose-driven-social-brands- infographic/
Wayhart, S. Marketing 3.0 – Kotler’s New Values Based Model. June, 2013. http://www.brandmill.com/featured/marketing-3-0-kotler-value-based-marketing-3-0-model/
Desai, M. Web film: Lifebouy – Help a Child Reach 5. Feb, 2013. http://www.impactonnet.com/node/1416
Vizard, S. Brands starting to shout about sustainability. Nov, 2013. http://www.marketingweek.co.uk/news/brands-starting-to-shout-about- sustainability/4008675.article
Adloo.in. Advertisements with Social Messages. Apr, 2010. http://adloo.blogspot.in/2010/04/advertisements-with-social-messages.html
Yohn, D. L. Companies should aim for social relevance, not responsibility. Nov, 2013. http://smartblogs.com/leadership/2012/11/30/companies-aim-social-relevance-responsibility/