Marketing 3.0 (Prof. Dr. Aung Tun Thet)
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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.
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Marketing 3.0 (Prof. Dr. Aung Tun Thet)
- 1. Marketing 3.0 Prof.Dr.AungTun Thet
- 2. • “Good companies will meet needs, • Great companies will create markets.”
- 3. • The aim of marketing is to know and understand the customer so well, • the product or service fits him, and • sells itself.
- 4. 1950s Post-War 1960s Soaring 1970s Turbulent 1980s Uncertain Evolution of Marketing Concept 1990s 2000s One-to-One Financially-Driven
- 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
- 8. 1.0 Evolution of Marketing 2.0 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
- 17. Marketing 1.0 Marketing 2.0 Marketing 3.0 Product Development Differentiation Values Key Marketing Concept
- 18. Marketing 1.0 Marketing 2.0 Marketing 3.0 Product Specification Corporate and Product Positioning Marketing Guidelines Corporate mission, vision and values
- 19. Marketing 1.0 Marketing 2.0 Marketing 3.0 Functional Functional and Value Propositions Emotional Function, Emotional and Spiritual
- 20. Marketing 1.0 Marketing 2.0 Marketing 3.0 One-to-many One-to-one transaction relationship Interaction with Consumers Many-to-many collaboration
- 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
- 26. Marketing 3.0 Values Driven Marketing
- 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
- 29. 3i Model Shift To Human Spirit
- 30. • Relevant to consumer’s mind • Product/Service positioned meaningfully and uniquely in the mind of target consumers Marketing
- 31. • Targeting mind not enough • Target hearts of consumers Emotional Marketing
- 32. • “Unlock soul’s code” • Not overlook spirit Spirit of Consumers
- 33. • Triangle of Brand, Positioning, and Differentiation • 3i: Brand identity; Brand integrity; Brand image Marketing 3.0: Two Triangles
- 34. POSITIONING DIFFERENTIATION 3i BRAND
- 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
- 41. • Meaning of Marketing • Marketing of Meaning
- 42. • “Within 5 years, • If you’re in the same business you are now, • You’re going out of business”