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Marketing 3.0 - Ahmed Saif
This document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 focused on the four Ps (product, price, place, promotion) and was product-centric. Marketing 2.0 became more customer-oriented and focused on segmentation, positioning, and one-to-one relationships. Marketing 3.0 aims to make the world a better place by focusing on values, missions that move people, and influencing customer culture through collaboration. It involves marketing the mission to customers, values to employees, and vision to shareholders to achieve benefits like attracting talent, back-office productivity, and higher revenue from new markets. The document provides steps for modern marketing like being remarkable, smart segmentation, story
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Marketing 3.0 - Ahmed Saif
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- 2. School of e-Marketing AhmedSaif School Of eMarketing
- 3. Modern Marketing isabout how to influence the culture 3
- 4. The History OfMarketing 4
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- 6. Product-Centric Marketing • Sell Products • Mass buyers • One to many with physical transaction need Objective Customers Interactions • 50S& 60s • People, Process, Physi • (Product Management cal Evidence, Public « 4Ps ») Opinion & Political • Product, Price, Place & Power Promotion Marketing More Ps Direction 6
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- 8. Customer-Oriented Marketing • Satisfy & • Smarter • One to One Retain the Consumer Relationship Consumer with Mind & Heart Objective Customers Interactions • « Segmentation • Brand Management Marketing Positioning » (Custom Management) Marketing Marketing Direction Direction 90s & 70`s & 80s (STP) 2000s 8
- 9. Positioning Position along manydimensions: • Product Attributes (Certs, with Retsin) • Product effects (Rembrandt gets teeth 5X whiter) • Price ("Budget Gourmet frozen dinners) • User (baby shampoo vs. gentle shampoo) • Usage (Coke in the morning) • Relation to other products (7 Up is the uncola) • Arbitrary ("Weekends are for Michelob") 9
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- 13. Values-Driven Marketing Marketing Customers: Direction: Objective: Interactions: Culture Whole Make the Many to Management human with world a many mind, heart How to better place collaboration & spirit influence the customer culture 13
- 14. Marketing 3.0 Values 14
- 15. Definitions Mission: Why your brand should exist in one simple statement Vision: Where your brand will going in the future Values: The Moral values that you Instill it in your employees in order to qualify them to achieve your mission 15
- 16. Market the Missionto the Customers Offer a Transformation Mission Story that Moves People Customer Involvement 16
- 17. Mission Examples Apple`s Mission: make the people enjoy the technology Google`s Mission: Make the world`s data more organized and accessible Facebook`s Mission: Make the world more connected Linkedin`s Mission: Connect the professional around the world 17
- 18. Market the Valuesto the Employees 18
- 19. Values Example Cultural Value Democracy Value Collaborative Value Creativity Value Family Value 19
- 20. Benefits Attracting And RetainingTalents Back-Office Productivity Front-Office Quality 20
- 21. Market the Visionto the shareholders 21
- 22. Market the Visionto the shareholders Shareholders Seeks the Profitability, Returnability & Sustainability All the above comes from strong Mission and supported by integrity values 22
- 23. Benefits Shareholders Profitability Returnability Sustainability Higher Revenue Higher Improved Cost from new Corporate Productivity markets Brand Value opportunity 23
- 24. Improved Cost Productivity Reducing Advertising Cost Significantly Reducing Product Development Costs Strong Values Makes the employees happier (more productive) Living the Values in everyday Reducing the Training Costs Reducing customer complaints costs Reducing the costs & Risks associated with public backlash 24
- 25. Higher Corporate BrandValue 25
- 26. Higher Revenue fromnew markets opportunity Companies that practice marketing 3.0 are most welcome in developing countries. Governments will support the business in order to improve their people`s lives. Support from non governmental organizations. Sustainable practices earn customers admiration. 26
- 27. Modern Marketing ActionSteps 27
- 28. Introduction Trust Stages 1- Self Word of Mouth 2- Trusted Word of Mouth 3- Normal Word of Mouth 4- Advertising Spam 28
- 31. Purple Milk 31
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- 33. The Magic Cycleof the Purple cow Get Permission Amplify the ambassadors Let the people milk your cow Recreate 33
- 34. Step #2 Smart Segmentation Worldview - precise interest 34
- 35. Step #3 Smart Targeting By Digital Marketing 35
- 36. Step #4 Tell aStory That has compatibility with the chosen worldview And playing around suitable Frame 36
- 38. Step #5 Collect a Tribe (Modern Leadership) 38
- 39. Golden Rule Customer isKing 39
- 40. Platinum Rule Authenticity isthe Best Marketing 40
- 41. Marketing 3.0 Forbetter life 41
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- 44. School Of eMarketingInternship Facebook.com.SEMinternship *** Modern marketing generation tribe Facebook.com/ModernMarketingGen *** Ahmed Saif Website www.Ahmed-saif.com 44