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.
5. 1950s 1960s 1970s 1980s 1990s 2000s
Post-War Soaring Turbulent Uncertain One-to-One Financially-
Evolution of Marketing Concept
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
6. • 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
7. • Be Better
• Mind, Heart and Spirit
• Make a Difference
• Deliver Satisfaction
• Pursue Innovation
• Strengthen Brand
• Build Sustainability
Marketing 3.0
9. • 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 1.0
10. • Information Age
• Customer-centric
• IT
• Product value defined by consumer
• Market segmentation
• Touch consumer’s mind and heart
• “Customer is king”
Marketing 2.0
11. • 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
Marketing 3.0
12. 1. Physical Body
2. Mind capable of independent thought and analysis
3. Heart that feel emotion
4. Spiritual – soul or philosophical center
Whole Human
13. • Satisfy consumer
• Provide solution to address problems in society
• Lift concept into arena of human aspirations, values and
spirit
• More relevant
Marketing 3.0
14. Marketing 1.0 Marketing 2.0 Marketing 3.0
Sell products Satisfy and retain
Objective
consumers
Make world a better
place
15. Marketing 1.0 Marketing 2.0 Marketing 3.0
Industrial Revolution Information
Enabling Forces
Technology
New Wave
Technology
16. Marketing 1.0 Marketing 2.0 Marketing 3.0
Mass buyers with
physical needs
Market
Smarter consumer
with mind and heart
Whole human with
mind, heart and spirit
23. 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
Three Changes Led to Marketing 3.0
24. Building Blocks Why?
What to Offer
Content Collaborative Marketing Age of Participation
(Stimulus)
Context Cultural Marketing Age of Globalization
Paradox (Problem)
How to Offer Spiritual Marketing Age of Creativity
(Solution)
Marketing 3.0: Collaborative, Cultural, and Spiritual
25. • 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
New Wave Technology
27. INDIVIDUAL MIND HEART SPIRIT
COMPANY Mission (Why) Deliver
SATISAFACTION
Realize
ASPIRATION
Practice
COMPASSION
Vision (What) PROFITABILITY RETURNABILITY SUSTAINABILITY
Value (How?) Be BETTER DIFFRENTIATE Make a
DIFFERENCE
Today You Run Faster To Stay In The Same Place
28. DISCIPLINE TODAY FUTURE
Product Management 4 Ps (Product, Price,
Future of Marketing
Place, Promotion)
Cocreation
Customer
Management
STP (Segmentation,
Targeting,
Positioning)
Communization
Brand Management Brand Building Character Building
35. • Positioning brand in minds of consumers
• Positioning unique
• Relevant to needs and wants
Brand Identity
36. • Fulfilling through positioning and differentiation
• Credibility
• Fulfilling promise
• Trust
• Spirit of consumers
Brand Integrity
37. • Share of consumer’s emotion
• Appeal to emotional needs
Brand Image
38. • Target consumer’s minds and spirits simultaneously to
touch hearts
• Positioning trigger mind
• Differentiation for human spirit
• Heart lead consumer to make buying decision
Marketers
39. • 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
40. • Increase returns on
marketing
investments
• Reduce costs
associated with
acquisition of
marketing objectives
• Gain better insight
into overall
marketing
investment