marketing 3.0 (prof. dr. aung tun thet)
DESCRIPTION
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.TRANSCRIPT
Marketing 3.0
Prof.Dr.Aung Tun Thet
• “Good companies will meet needs,
• Great companies will create markets.”
• The aim of marketing is to know and understand the customer so well,
• the product or service fits him, and
• sells itself.
Evolution of Marketing Concept
Post-War
1950s1960s
Soaring
1970s
Turbulent
1980s
Uncertain
1990s
One-to-One
2000s
Financially-Driven
Evolution of Marketing Concept
1950s 1960s 1970s 1980s 1990s 2000s
Post-War Soaring Turbulent Uncertain One-to-One Financially-Driven
Product Life Cycle
4 Ps Targeting Marketing Warfare
Emotional Marketing
ROI
Brand Image Marketing Myopia
Positioning Direct Marketing
Experiential Marketing
Brand Equity Marketing
Market Segmentation
Lifestyle Marketing
Strategic Marketing
Customer Relationship
E-Business Marketing
Social Responsibility Marketing
Marketing Concept
Broadened Concept of Marketing
Service Marketing
Global Marketing
Marketing Ethics
Social Media Marketing
Marketing Audit
Social Marketing
Cocreation Marketing
Marketing 3.0
• New model for Marketing
• Treat customers not as consumers
• Complex, multi-dimensional human beings
• Customers choose companies and products
• Satisfy deeper needs for participation, creativity, community and idealism
Marketing 3.0
• Be Better
• Mind, Heart and Spirit
• Make a Difference
• Deliver Satisfaction
• Pursue Innovation
• Strengthen Brand
• Build Sustainability
Evolution of Marketing
1.0
2.03.0
Marketing 1.0
• Industrial Age
• Product-centric
• Selling outputs
• Mass market
• Standardization
• “Any customer can have a car painted any colour that he wants,
• so long as it is black.”
Marketing 2.0
• Information Age
• Customer-centric
• IT
• Product value defined by consumer
• Market segmentation
• Touch consumer’s mind and heart
• “Customer is king”
Marketing 3.0
• Values-Driven Age
• People treated as whole human beings
• Minds, Heart and Spirit
• Deeper needs for social, economic and environmental justice in mission, vision and values
• Functional and emotional fulfillment + human spirit fulfillment
Whole Human
1. Physical Body
2. Mind capable of independent thought and analysis
3. Heart that feel emotion
4. Spiritual – soul or philosophical center
Marketing 3.0
• Satisfy consumer
• Provide solution to address problems in society
• Lift concept into arena of human aspirations, values and spirit
• More relevant
Objective
Marketing 1.0 Marketing 2.0 Marketing 3.0Sell products Satisfy and retain
consumersMake world a better place
Enabling Forces
Marketing 1.0 Marketing 2.0 Marketing 3.0Industrial Revolution
Information Technology
New Wave Technology
Market
Marketing 1.0 Marketing 2.0 Marketing 3.0Mass buyers with physical needs
Smarter consumer with mind and heart
Whole human with mind, heart and spirit
Key Marketing Concept
Marketing 1.0 Marketing 2.0 Marketing 3.0Product Development
Differentiation Values
Marketing Guidelines
Marketing 1.0 Marketing 2.0 Marketing 3.0Product Specification
Corporate and Product Positioning
Corporate mission, vision and values
Value Propositions
Marketing 1.0 Marketing 2.0 Marketing 3.0Functional Functional and
EmotionalFunction, Emotional and Spiritual
Interaction with Consumers
Marketing 1.0 Marketing 2.0 Marketing 3.0One-to-many transaction
One-to-one relationship
Many-to-many collaboration
Three Changes Led to Marketing 3.0
1. Age of Participation and Collaborative Marketing – Technology
2. Age of Globalization Paradox and Cultural Marketing – Political, Socio-culture
3. Age of Creative Society and Human Spirit Marketing - Market
Marketing 3.0: Collaborative, Cultural, and Spiritual
Building Blocks
Why?
What to OfferContent Collaborative
MarketingAge of Participation (Stimulus)
Context Cultural Marketing Age of Globalization Paradox (Problem)
How to Offer Spiritual Marketing Age of Creativity (Solution)
New Wave Technology
• Widespread dissemination of information, ideas, opinions
• Consumers collaborate for value creation
• Drives globalization of political, legal, economic and socio-cultural landscape
• Creates cultural paradoxes
• Drives rise off creative market – more spiritual in viewing the world
Marketing 3.0
Values Driven Marketing
Today You Run Faster To Stay In The Same Place
INDIVIDUAL MIND HEART SPIRIT
COMPANY Mission (Why) DeliverSATISAFACTION
RealizeASPIRATION
PracticeCOMPASSION
Vision (What) PROFITABILITY
RETURNABILITY
SUSTAINABILITY
Value (How?) Be BETTER DIFFRENTIATE Make a DIFFERENCE
Future of Marketing
DISCIPLINE TODAY FUTUREProduct Management
4 Ps (Product, Price, Place, Promotion)
Cocreation
Customer Management
STP (Segmentation, Targeting, Positioning)
Communization
Brand Management
Brand Building Character Building
3i Model
Shift To Human Spirit
Marketing
• Relevant to consumer’s mind
• Product/Service positioned meaningfully and uniquely in the mind of target consumers
Emotional Marketing
• Targeting mind not enough
• Target hearts of consumers
Spirit of Consumers
• “Unlock soul’s code”
• Not overlook spirit
Marketing 3.0: Two Triangles
• Triangle of Brand, Positioning, and Differentiation
• 3i: Brand identity; Brand integrity; Brand image
3i
BRAND
DIFFERENTIATIONPOSITIONING
BRAND iM
AGE
BRAND iNTEGRITY
BRAND iD
ENTITY
Brand Identity
• Positioning brand in minds of consumers
• Positioning unique
• Relevant to needs and wants
Brand Integrity
• Fulfilling through positioning and differentiation
• Credibility
• Fulfilling promise
• Trust
• Spirit of consumers
Brand Image
• Share of consumer’s emotion
• Appeal to emotional needs
Marketers
• Target consumer’s minds and spirits simultaneously to touch hearts
• Positioning trigger mind
• Differentiation for human spirit
• Heart lead consumer to make buying decision
• Build and implement new ROADMAP indicative of rapidly changing world of marketing communications
• Strategically align cross-media marketing efforts
• Benefit from new spate of marketing technologies
• Increase returns on marketing investments
• Reduce costs associated with acquisition of marketing objectives
• Gain better insight into overall marketing investment
• Meaning of Marketing
• Marketing of Meaning
• “Within 5 years,
• If you’re in the same business you are now,
• You’re going out of business”