Marketing 3.0 is the most complete strategy to reach the population of the 21st century, making loyal partners and customers. His bible, written by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, and published in 2010 under the title Marketing 3.0 How to Attract Customers with Values-Based Marketing , is a reference for marketers around the world.
Society has been changing; different paradigms have been happening throughout history. With the industrial revolution began marketing , which is now known as marketing 1.0 . It was based on the product, explaining what is being sold and exploiting the attributes of the offer.
The rise of new information technologies (ICT) , in the second half of the 20th century, revolutionized the sector and oriented marketing towards the customer . Marketing 2.0 uses ICT resources to interact directly with the consumer, committed to engagement . It is no longer just looking to sell a product, now the goal is to create a loyal clientele.
Marketing 3.0 goes further, it not only sees the consumer as an intelligent person, it is also aware that its objectives go beyond using gadgets to satisfy needs: people move guided by ethics and values . In this last phase of marketing, the company not only needs to position itself, it requires a vision of the world in which its role is important .
Today, human needs are no longer just meeting the physiological requirements of the species, there is a great awareness of responsibility , especially in the new generations, the intention to leave the planet better than before they arrived is notable.
Companies that want to lead their sectors need to add value, generate a positive impact on their environment .
What are the keys to marketing 3.0?
Operational marketing usually gets the most attention, short-term tactics and actions . However, strategic marketing is what bears fruit in the medium and long term, creating the foundations for operational marketing to work.
The book by the three famous marketers has been an unquestionable success ; sales are counted in millions, it has been translated into more than twenty languages and its authors have given international tours spreading knowledge.
It is evident for any type of observer (with marketing knowledge or not) that all the big brands have incorporated the social or environmental issue for a very short time.
Prestige and reputation depend today more than ever on sensitivity to the environment . Consumers avoid companies that pollute the most or treat their workers the worst.
The multinationals that have been accused of such practices have had to undertake significant maneuvers in order to improve their image. The key to success is to invest in the long term and to be positive pieces in society.
In the work already mentioned, the American Philip Kotler and his two colleagues present the ten principles of marketing 3.0 , the decalogue of sales in the 21st century:
- Love the clientele and respect the competition.
- Be sensitive to change , always be ready to transform, make the best of each situation by adapting to the environment.
- The brand is sacred , it must be protected and there must be clarity in the project. Everyone should know what their values are ; consistency is essential .
- Market segmentation : look for those who can benefit the most from the product or service offered.
- What is offered must always be excellent and have a fair price .
- Communication : it is important that there is direct contact with the clientele and that they benefit from it. You need to create interesting content.
- It's not about selling; the goal is to have loyal customers who grow thanks to the alliance.
- All business is service .
- The way to differentiate is betting on quality, price and fast deliveries .
- It is essential to take advantage of existing information , analyze it and make informed decisions . These are the most widespread standards among leading companies . A methodology that indicates the path of a company that wants to stand out. It is both a manual of good practice and a recipe for financial and professional success .
The emphasis is on involving customers in business goals; It is not about liquidating one object or another, but about supporting each other to make a better world.
The forms in which the decalogue materializes can be very different, without distorting it. Strategic marketing is active, it seeks to know the needs to adapt to changes before competitors and maintain leadership in the sector.
A company today handles a huge amount of information ; All operations in the virtual world are recorded: web browsing, GPS, purchases, interactions on social networks...
The possibilities of big data are enormous; Not only are increasingly precise market segmentations possible, but predictive analyzes capable of anticipating trends and providing the basis for making sound decisions can also be carried out.
Why is marketing 3.0 the most effective?
The population has never been so empowered against companies. Today a bad review can go viral and destroy the image of any business .
The fact that there are smartphones and computers from which to interact , horizontally, with millions of users around the world, means that anyone can be heard.
Quoting Philip Kotler , "The best advertising is done by satisfied customers." It makes no sense to spend resources on advertisements that the population ignores; the goal of a successful marketing campaign is for the brand to be valued by customers. Once that is achieved, everything else comes by itself.
Public utility is what makes the project grow. If the company is really doing something to improve the lives of others, the population perceives and values it that way. Consumption is becoming more political , there are preferences motivated by reasons that go beyond immediate satisfaction and have to do with the vision of the world.
In order for there to be a strong connection between the company and the public, it is important to base it on shared values , common objectives: rowing in the same direction. If both are conceived as partners, with the same goals, the synergy is much greater.
Today no sector has been left behind, airlines try to sell that they have the minimum ecological footprint . The main energy companies have already started their transformation to renewable sources . Coca-Cola or Inditex have also sought, through the philanthropic works of their directors, to present themselves as defenders of human rights .
How to transform a marketing campaign 1.0 or 2.0 into a 3.0?
Evolution is progressive , you cannot go from product-oriented marketing (1.0) to value-oriented marketing (3.0) without having gone through customer-oriented marketing (2.0).
The ideal is to consolidate each stage before moving on to the next. Achieve product definitions and advertisements capable of connecting with its target audience , establishing a relationship with customers and promulgating the company's values.
It is very important not to fall into greenwashing , that is, to be perceived as fakers. Sometimes companies have tried to clean up their image while continuing to carry out the practices that have generated such a bad reputation. For example, if the association is responsible for child exploitation or massive pollution, donating a small part of the profits for social projects may not be enough.
Honesty ends up winning. Although many companies are reluctant to change, more and more consumers are guided by post- material values : it is not enough for them that it is the cheapest option on the market, it is necessary that it does not have a negative impact on their environment.
The transformation must be authentic; for it to be effective it must be real . If the company is really generating value, sooner or later it will be valued and sales will arrive. If they are only blowing smoke with bombastic campaigns, but that are of no use to the majority, the public will perceive it that way and whoever, in competition, knows how to project the values demanded, will stay in the market.
The mission is to solve a problem . Based on the qualities of today's consumer and their concern for general well-being, marketing 3.0 provides the keys to be considered the perfect ally for personal growth.
Quality care is not only extolling the virtues of a product, it is giving each person —with all their particularities and desires— what they want : being part of a project that not only meets their needs, but also provides the satisfaction of being part of a team with worthwhile values.
The saturation of information is enormous. It is not about entering more data vertically, it is preferable to transmit confidence with personal experiences . Doing valuable work , striving to improve the lives of the population , is the way to lead the economy.
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