Marketing 3.0 - in the digital age

Améliorer l’efficacité des campagnes est cité comme étant la raison principale pour déployer de nouvelles solutions digitales

Pour les responsables marketing, la manière la plus efficace de générer la demande sur leur marché, pour près de 50% des sondés, est le marketing à partir d’un site Web optimisé pour la recherche

Pour 42%, la valeur vient des interactions via les médias sociaux etl’engagement. Ces approches éclipsent les brochures papierclassiques et les médias de diffusion, et sont très au dessus de larecherche sur les mobiles ou la publicité sur mobile.

STATE OF MARKETING 2014 STUDY (526 CMO SURVEYED)A Global Assessment of Marketing Vitality and DirectionThe Chief Marketing Officer (CMO) Council

c30% of Marketing budgets to be spent on Digital marketing in 2014, BECAUSE :

L’email marketing

Indispensable!!

THE REALITY OF BUSINESS TODAYChallenges: When Google shifts their algorithm and your website drops from 1 to 31 in the

rankings When a competitor improves their backlinking and ends up with your visitors When Gmail starts filtering your newsletters into spam or ‘Promotional’ and

your Open rates and ‘clicks to offer’s drop by Half When there is a bad buzz about your company on Youtube When customers find out BEFORE you that your company is not as ethical as

you thought it was

Opportunities When you read an interesting blog post or case study and want to replicate

those results When a new traffic source such as Snapchat or Twitter opens up a flood of

virgin leads When you are better informed through the Internet than your competitor is

about their new product launch

Marketing is an activity, set of institutions, and

processes for creating, communicating, delivering, and

exchanging offerings that have

VALUE for consumers, clients,

partners and society at large 

American Marketing Association 2008

The Digital landscape

2003 online population 608 million

2014 :2,9 billion people*

Broadband penetration

Market penetration through digitalchannels

*www.internetworldstats.com

Global Online shopping

Population online consumer behaviour

Digital Ad Spending Worldwide to Hit $137.53 Billion in 201410-30% marketing budgets in Digital

82% co

nsu

mers d

o n

ot tru

st advertisin

g

94% of viewers purchasing behaviour influenced by reality TVF

irst sou

rce of tru

st is oth

er con

sum

ers

WOM Public = media

Brand integrity PROSUMERS

UGC

1.0 – product- Classic marketing- Products new, high demand- Product based

Industrial revolution the inspiration

2.0 – consumer- Competition increased during 80s- Technological revolution- « Customer is King »- BUT – consumer passive targets- of campaigns

Origins of Marketing

Marketing 1.0

A customer can choose what ever colour he likes for his Ford car so long as its blackH.Ford – Founder of Ford Motor Company

Consumer profiling

CRM

Choice

Competition

Marketing 2.0

Marketing 3.0

CollaborationPARTICIPATION

GLOBALISATION

Paradox

CREATIVE

Society

HUMANSpiritMARKETING

CORPORATEPROFITABILITY

CORPORATE

RESPONSIBILITY

CONSUMERBEHAVIOUUR

CHANGE

MACROECONOMIC

CHANGE

Marketing 3.0

ECONOMIC crisisDECLINEIN PurchasingPOWER

GENERATION Y

HYPERCHOICE

SO

CIA

L E

con

om

ic CH

AN

GE

Age of ParticipationglobalisationCOLLABORATIVE

CREATIVE society

Ethical, differentiation with responsibility

Communitization, co-creativity, Character building

Treat consumers as whole individuals with hearts, minds and spirits

Make the world a better place

MIND HEARTSPIRIT

MIS

SIO

NV

ALU

ES

VIS

ION

DeliverSATISFACTION

PROFITABLITY

BEBETTER

RealiseASPIRATION

PRACTICECompassion

ReturnabilitySUSTAINABILITY

BEDifferent

MAKE ADIFFERENCE

*Kotler, Marketing 3.0

Brand integrityBR

AND

Iden

tity

BRAND imagePos

itio

nin

g

Diff

erentiation

Eradicate extreme poverty and hunger - Achieve universal primaryEducation - Promote gender equlity and empower women - Reduce

child mortality - Improve maternal health - Combat HIV malariaand other diseases - Ensure governmental sustainability - Develop a

global partnership for development

Adapting to market tendanciesBe sensitive to change and ready to transform

Reputation managementGuard your name, be CLEAR about who you are

Marketing E

thical Challenges

ET

HIC

ALchallenges

Relationship Marketing

WHATEVER your business it’s a SERVICE business

Price competitivityALWAYS offer a good package

at a FAIR price

ET

HIC

ALchallenges

BRAND Identity

BRAND integrity

Self

Actualisation, morality,

creativity, purpose,

meaning

PHYSIOLOGICAL NEEDS breathing, food, water, shelter,sleep

SAFETY AND SECURITY property, health, employment

LOVE AND BELONGINGfriendship, family, sense of connection

SELF ESTEEMconfidence,

achievement, respect of others

Maslow

’s trianglePutting the FOCUS at the TOP of the PYRAMID

NEEDSNo longer

EXIST

Water’s getting smart

Public Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le Participation

Public Perception Profi le Participation

Public Perception Profi le Participation

Public Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le Participation

FUTURE MODEL OF

3.0

DisciplinesOf MARKETING

TODAY’SMarketing Concept

FUTUREMarketing Concept

ProductManagement

FOURP’s

CO-Creation

STP Community

BrandAwareness

Brand

Integrity

CustomerManagement

BRANDManagement

Components Traditional Marketing

Marketing 3.0

Marketing Mindset Use one way communication Nurture dialogue and relationship, earn trust

Brand equity Brand recall is holy grail Brand value determined by customers, unaided, WOM

Segmentation Group customers by demographics Group customers by behaviour, attitudes, what’s important to them

Targeting Target by demographics Tardet according to customer behaviour

Communication Broadcast style, push marketing Digital environment, interactive communication

Content Professional content controlled by marketers

Mix of professional and user generated

Virality A nice feature but flashy presentation more important

Based on solid content that will get people talking

Revues Done by the experts eg Michelin Think Amazon and voting systems

Advertiser/publisher

Establishes channel and controls content to gather audience

Build relationships, sponsor content as customers want it

Strategy Top down imposed by senior management Bottom up, winning ideas culled from customers

Payment CPM ( cost per thousand) ROI – Invest in marketing for future growth based on measurable return

* Pe

ter S

tein

er, N

ew

Yo

rker‘On the Internet nobody knows you’re a dog*’

Your PHYSICALand demographic Profileno longer a PRIORITY

New

techniques

NPSVsBrandRECALL

SEGMENTATIONBy what people

FEEL and THINK

TARGETING byBehaviourSEOSite visit trackingBLOGS

Interactive communication

compelling CONTENT to attract people

BlendtechMarketing Director took a tour of the factory - Saw tests being done on $400 blender. Took this idea to market - Sales

increased by 385%. YOU tube channel, social media, customer participation

Building empires from an idea

Postwar

-needs driven

-economic reconstruction

Soaring

-needs driven

-high purchasing power

Turbulent

-socio/economic factors

Uncertain

-increased competition

Increased purchasing power

Advertising rules

One to one

-Informed customer

Hyper choice

-Product saturation

Financially driven-Access to credit-Reduced purchasing power-Hyper choice-Relationship marketing

1950s

1960s

1970s

1980s

1990s

2000s

Evolution of Marketing