what is it and how to apply the concept created by Philip Kotler? – WAU
Marketing 3.0 puts the consumer at the top of the market hierarchy, which means that companies need to adapt their operations to maintain competitiveness. Under this new orientation, it takes more than a functional product to satisfy a customer.
Do you remember advertising before the internet became popular? With little control over the content they consumed, the public limited their business options to brands that stood out in TV, newspaper and radio ads. At the time, companies were at the top of the market hierarchy.
With the expansion of access to information, however, the consumer found himself in a position of greater power. Today, any advertisement can be contested with a quick consultation on social networks or search engines.
That said, the level of consumer demand grew, requiring the rapid adaptation of brands that wish to remain competitive. To respond to these new demands, marketing 3.0 emerged, a concept that will be the focus of this text.
Next, we will delve deeper into its meaning and address its impact on companies. We will also explain how this changes relations with the new consumer and how you can apply this idea in your venture. Check out!
What is marketing 3.0?
When we look at the application of marketing and its changes throughout history, it is impossible not to mention Philip Kotler. Recognized as a guru in the field, Kotler, who is also a professor of honor at Northwestern University, USA, is the creator of the concept of Marketing 3.0.
The academic’s ability to analyze and contextualize the relations between market and society draws attention. Before reaching 3.0, he had already presented marketing ideas 1.0 and 2.0, each with its own characteristics that reflected the consumer behavior of the time.
It is no coincidence, therefore, that the main novelty of Marketing 3.0 is the role of the consumer, not as a mere customer, but as a full human being.
With quick and easy access to information, the public understood that it is in a position of power and not just a target. So he wants to be heard and hopes to relate to brands that reflect your personal values.
It is for this reason that, increasingly, companies need to position themselves in a manner aligned with society. More than offering products and services, they must create an emotional connection with the audience and show that they are engaged in building a better world.
Thus, the concept created by Philip Kotler proposes a change in the way we view marketing. If previously your focus was on the product or the customer, now your efforts must be guided by values, with the human being as the central point.
What is the impact of marketing 3.0 for companies?
The success of any company is directly related to the efficiency with which it understands and fulfills the consumer’s needs. These demands are not limited to marketing concepts such as quality, price and variety of products. As we mentioned, it is necessary to understand the client as a full human being.
So, the main impact of marketing 3.0 for brands is on the relationship with society. To understand this, one must ask: what would a full human being be? According to Kotler, it is possible to characterize it by three characteristics: mind, heart and spirit.
When you purchase a product, the fact that it performs its technical function well is no longer sufficient for the consumer. More than that, he seeks an emotional experience, that is, he wants to feel that, in some way, he is contributing to the community around him.
That is why, in order to build a good image before the public, your company needs to show engagement with themes that have a positive impact on society. It is possible to achieve this, for example, with the development of a sustainable strategy and with the performance of socio-cultural activities.
The important thing is that the consumer sees his company as a reflection of his own values. To this end, brands need to make it clear how they intend to align their business objectives with the search for a better world. This is possible from the structuring of the mission, vision and values institutional.
How does marketing 3.0 change relationships with the new consumer?
We already know that, to ensure that the brand image is seen in a positive way, it is necessary to show that the enterprise is not limited to the search for more and more profit. However, the shift in the relationship between companies and consumers goes a little deeper in the era of marketing 3.0.
It is necessary to understand, first, that it is practically impossible to exercise control over the brand image. In times of growing engagement and sharing of opinions and feedbacks on the internet, the most you can do is plan the impression you want to make in the audience. The verdict is public.
Thanks to this and the growing role of the client, it is necessary to make the brand’s advertising efforts more flexible. In his book, Kotler draws attention to the trend of collaborative marketing. Opening space for the public to express their opinion and be part of the product creation process reinforces the brand’s commitment to the consumer.
This attitude paves the way for something essential in this new commercial relationship: the human spirit marketing. The sharing of ideas promoted by the internet encourages creativity. Thus, people increasingly value activities that, in some way, allow their self-expression.
Thus, the consumer gives much more value to companies and campaigns that touch him spiritually. Note, for example, that TV commercials no longer focus on the product. They use storytelling techniques to create a feeling that reaches the viewer’s experience in a positive way.
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What are the 10 commandments of marketing 3.0?
The introduction of a new concept is always a complex process, especially when it requires a change in the way companies view their own operations.
In an effort to outline the most important points of the theory, Philip Kotler defined the 10 commandments of 3.0 marketing. Are they:
- love your consumers, respect your competitors;
- be sensitive to change, be prepared for change;
- protect your brand name, be clear about who you are;
- since there are a large number of consumers, prioritize those who can most benefit from you;
- always offer good products and services at a fair price;
- always be accessible and convey the good news;
- conquer, maintain and cultivate your customers;
- regardless of your company’s area, it is a service business;
- always improve your company’s processes in terms of quality, cost and distribution;
- collect relevant information and use your wisdom to make decisions.
By understanding and applying each of these commandments, you have everything to efficiently implement 3.0 marketing in your company. In the rest of the text, we will pass on precious tips for doing this.
How to apply marketing 3.0 in your company?
The application of marketing 3.0 in your company depends on the understanding of the concept by the managers and collaborators involved in the strategy.
To begin, it is necessary to leave the focus on the product or the customer behind, Generally. It is necessary to be more comprehensive to meet the real needs of the consumer.
For this, more and more companies are investing in Content Marketing. According to the latest edition of Content Trends, 67.3% already use this strategy, while 85.8% of those who do not intend to do so in the near future.
This is a different approach than conventional marketing. Instead of investing in campaigns to reach the consumer, the plan is to produce qualified content that is relevant to its characteristics. In this way, it is possible to attract, nurture and convert the audience.
For this, however, it is important to know in depth their motivations and needs. That’s where the persona comes in, a semi-functional profile that idealizes the perfect customer. Unlike the target audience, the concept of persona does not focus on demographic data, covering points such as hobbies, pain and goals.
Use of technology
If marketing 3.0 is also a result of changes caused by technological advances, why not use this feature to your advantage?
Using technology is, in many ways, essential to provide the best customer experience possible. Investing in big data techniques, for example, enhances the collection of information that is essential to personalize the treatment given to the persona.
Thus, it is feasible segment your customers according to their characteristics, which makes it possible to create campaigns with greater potential to reach and convert consumers. This can still be optimized by investing in marketing automation tools, which make any process easier and more efficient.
Another fundamental point that depends on the use of technology is the collaborative factor. The presence on social networks is an excellent option for humanize your brand, encourage consumers to share opinions and, together with them, build the company’s future.
Increasingly fast, sociocultural changes require that any professional who deals with an audience be aware of the emergence of new ideas. Philip Kotler is one of them. Recently, the author launched a book outlining the concept of marketing 4.0, which represents a digital revolution for companies.
To understand the changes, however, it is necessary to have a thorough understanding of the theory and application of marketing 3.0, given its importance for the relationship between brands and customers. In this phase, the relationship becomes more humanized, making the consumer finally assume the leading role.
So, does your company already employ the principles of marketing 3.0? Are you curious about the new era of marketing? Check out the article where we talked about the concept, impacts and applications of marketing 4.0.