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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2. School of e-Marketing
Ahmed Saif
School Of eMarketing

3. Modern Marketing is about
how to influence the culture
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4. The History Of Marketing
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5. Marketing 1.0
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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
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7. Marketing 2.0
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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
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9. Positioning
Position along many dimensions:
• 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")
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10. Marketing 3.0
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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
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14. Marketing 3.0
Values
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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
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16. Market the Mission to the Customers
Offer a Transformation Mission
Story that Moves People
Customer Involvement
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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
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18. Market the Values to the Employees
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19. Values Example
Cultural Value
Democracy Value
Collaborative Value
Creativity Value
Family Value
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20. Benefits
Attracting And Retaining Talents
Back-Office Productivity
Front-Office Quality
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21. Market the Vision to the
shareholders
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22. Market the Vision to the
shareholders
Shareholders Seeks the
Profitability, Returnability &
Sustainability
All the above comes from strong
Mission and supported by integrity
values
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23. Benefits
Shareholders
Profitability Returnability Sustainability
Higher Revenue
Higher
Improved Cost from new
Corporate
Productivity markets
Brand Value
opportunity
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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
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25. Higher Corporate Brand Value
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26. Higher Revenue from new 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.
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27. Modern Marketing Action Steps
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28. Introduction
Trust Stages
1- Self Word of Mouth
2- Trusted Word of Mouth
3- Normal Word of Mouth
4- Advertising
Spam
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31. Purple Milk
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32. Step #1
Be Remarkable
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33. The Magic Cycle of the Purple cow
Get Permission
Amplify the ambassadors
Let the people milk your cow
Recreate
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34. Step #2
Smart Segmentation
Worldview - precise interest
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35. Step #3
Smart Targeting
By Digital Marketing
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36. Step #4
Tell a Story That has compatibility with
the chosen worldview And playing around
suitable Frame
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38. Step #5
Collect a Tribe
(Modern Leadership)
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39. Golden Rule
Customer is King
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40. Platinum Rule
Authenticity is the Best Marketing
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41. Marketing 3.0 For better life
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42. Success Rules
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43. Modern Marketing Generation
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44. School Of eMarketing Internship
Facebook.com.SEMinternship
***
Modern marketing generation tribe
Facebook.com/ModernMarketingGen
***
Ahmed Saif Website
www.Ahmed-saif.com 44