Transformasi pemasaran era new wave oleh ARS
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This document discusses the transformation of marketing from traditional to new wave approaches. It describes how marketing has evolved from 1.0 focusing on price and product to 2.0 adding emotion and customer relationships to 3.0 addressing human spirit. It also explains how practices have become more horizontal through technology, ideology, and social changes. Finally, it outlines how companies can connect with new wave customers through mobile, experiential and social approaches.
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Transformasi pemasaran era new wave oleh ARS
- 1. Transformasi Pemasaran Era ‘ Legacy’ pada Era ‘New Wave‘ (sumber buku : Connect!, Hermawan Kartajaya) Disampaikan oleh : ANDRY R SUKMA
- 2. PRAKTIK VERTIKAL MENJADI HORISONTAL TRANSFORMASI PEMASARAN KEMAJUAN PERUBAHA TEKNOLOGI FAKTOR KRISIS N INFORMASI PENDORONG DAN LANDSKAP KOMUNIKASI
- 3. MARKETING 1.0 Harga Terjangkau, produk yg baik ( LEVEL INTELEKTUAL) Marketing Mix, Positioning, Brand MARKETING 2.0 Emotional Marketing ( LEVEL EMOSIONAL ) CRM, Experiental Marketing, Emotional Branding Spiritual Intellegence MARKETING 3.0 ( LEVEL HUMAN SPIRIT )
- 4. One to Many Many to many Technology Ideology Belief POLITICAL LEGAL ECONOMY Social Culture Humanity Persona MARKE T Close Open Sumber: Connect!, Hermawan Kartajaya
- 5. Change s C Competitor Customer 4C C C C C Company Sumber : Connect!, Hermawan Kartajaya
- 6. Dampak Horisontalisasi Competition menjadi Coopetition “ New wave ready customer “ ; anak muda, wanita, netizen Terhadap perusahaan, menciptakan lima profil tipe perusahaan: 1. Excellent (Creators) 2. Critics 3. Spectators ( tanpa melakukan tindakan kongkrit ) 4. Tidak melakukan aktivitas apapun dlm sosialisasi 5. Disconnect! Dinamika perubahan lanskap Kartajaya Sumber : Connect!, Hermawan
- 7. Newa Wavve Marketing Mix: Segmentation Targeting Differentiation 1.Co creation Is Is 2. Currency Is Confirmation Codification 3. Communal Communitization Act 4. Conversation Positioning Selling Is Is Clarification Commercialization Process Service Is Is Collaboration Care Brand Is Characcter Sumber : Connect!, Hermawan Kartajaya
- 8. How to connect Mobile Connect Experiental Connect Social Connect