Marketing 3.0 is aimed at customer satisfaction. Customer satisfaction not merely as consumers, but as a human being in the fullest sense of the term.
In Marketing 3.0 companies differ according to the values they bring.
In the current socio-economic environment rapidly changing and evolving, businesses have moved from developing and selling products through a good marketing to become leaders or supporters of social movements, falling alongside the people and fighting in defense of values, working more and more on an emotional, social and spiritual.
Participation is triggered by the new technology wave: web, computers and mobile phones at low prices, open source software.
KOTLER’S MARKETING 3.0
Kotler’s marketing 3.0 is the development of marketing where vision, mission and company values are related to
the mind, heart and spirit of the client.
In the consumer society and the brand communication, the person shows in addition to the need also his humanity and demands that is respected and shared.
Change communication between company and customer that occurs with a dialogue, in many cases staff.
Kotler states that the new marketing must engage the spiritual sphere, the sphere of consciousness: companies need to reach out to consumers in their capacity as human beings in every respect.
Kotler insisted on the concept of self-assessment by companies; understand, in the current scenario, what are the new opportunities that the market dates, understand that today’s interconnected economy, crucial will be the collaboration between the companies themselves, partners and, above all, with customers.
Marketing 3.0 is the balance between:
- Collaborative marketing
- Cultural marketing
- Spiritual Marketing
We live in the age of participation and collaboration, in which people can create and share content independently, without necessarily going through intermediaries. The technology makes it possible and become an enabler, social media become more and more expressive and penetrating even in the business world.
“No more war between marketing and other business areas, but cooperation and participation” (Kotler)
A collaborative marketing also for the customer who will be involved in the co-creation of products and services. Companies will need to undertake a journey of interior transformation, change mindset, approach the digital culture and understand that “marketing is not just a cost center, but it is essential for growth and the company’s future.”
This means integrating traditional marketing with digital marketing. So because of interactivity, consumers are no longer considered individually, but as a community. We end up finding ourselves in front of more and more horizontal relations, consumer to consumer, and each vertical information, such as rising prices, it is negatively judged by the community, or otherwise making harsh judgment.
The multimedia channel is, in this sense, a valuable support to the decision-making process of the consumer, so before making a purchase, it will search information and online stores (e-store) and then carefully scrutinizes the forums to see if the products are well adapted to their needs, giving it the value “guru” in some cases.
Kotler also spoke of globalization.
“China is the factory of the world as well as India has been its office. Africa may be the next step” (Kotler).
It has highlighted the paradoxes, as globalization makes technologically connected individuals, making them global citizens, but deeply rooted in their territory. So the cultural marketing will have to consider the wishes of the citizens in a globalized world.
The consequence will be that companies will have to be ‘good’ citizens. In a context of share the jobs, the growth of global markets will mean all work, work less, be better paid. As never before companies are encouraged and interested and embrace causes of environmental, social and not just economic.
Spiritual Marketing has the task to make it clear to companies that the values are good. To have employees who share and communicate the company’s values will bring benefit to the business creating customers and partners collaborative.
“The challenge will engage customers in the activities and create lasting relationships.” (Kotler)
Marketing 3.0 points to the hearts of people; treat customers with love and competitors with respect, it means gaining their loyalty positively influencing their emotions. The new wave of technology leads people to become more and more “user-friendly” through simple and intuitive interfaces.
Modern society so it is more of a creative society. Within this innovative drive there are people who stand out more in the network, such as bloggers, considered the “creative” that although numerically in the minority compared to the totality of the user, are of enormous significance, as are the new opinion leaders , called in this context “influencers”. The way it is presented to the customer and how you relate to him is therefore totally dependent on the sales channel, the importance of the windows, by vendors and spaces, which are now being interpreted in the online environment.
SPIRITUAL MARKETING WILL IMPROVE THE WORLD?
The brand today can and must “make soul”, as would the Jungian psychologist James Hillman, maybe of encouragement to the psychological well-being of the people and community social development.
Do marketing 3.0 means leaving behind the desires of manipulation and persuasion and enter into a logic of psychological and existential encouragement. You have to want the good, imagine and create products that change the world for the better, tune into the real wealth and we can also do it through marketing.
No coincidence here are the 10 Commandments of Marketing 3.0:
- Love your customers and respect your competitors
- Watch out the change, ready to change
- Protecting your name, be clear about your identity
- Customers are different: first contact to those which can deliver the greatest benefits
- Always offer the maximum at a fair price
- Be always available and spread the Good News
- Take clients, keep and raise them
- Whatever is your business, it is a service
- Constantly narrow your business processes in terms of quality, costs and results
- Collect all the appropriate information, but then decide on the basis of common sense It takes feel and culture.
It takes courage and a deep desire to make choices depending on the evolution of life. The inner journey that marketing professionals are called to do, and that will allow a superior knowledge to emerge.
And you? Are you ready for this trip?
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