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Free social icons set PSD from Indonez, get it now here
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Size : 1.4 MB
Downloads : 68
http://bit.ly/vkGttO
To get more our product is very fantastic, please visit
Themeforest
Wednesday, September 9, 2009
When Marketing 3.0 Arrives
Monday, August 31, 2009 | 08:18 pm
Currently we live in a new world in which the crisis and chaos to 'diet' day-to-day. Increasingly complex business environment, filled with chaos.
In the period of the last ten years, we've seen how great storms and the chaos that occurred in the business environment from the economic crisis in Asia, the boom of the dot-com bubble, the financial reporting scandals (eg Enron and Worldcom), a terrorist movement, the anti -globalization, climate change, energy crisis, food crisis, the investment scandal, until the global economic recession in 2008.
In the midst of various storms and emergence from Scumbag Millionaire Jeffrey Skilling (Enron) to Bernard Madoff which has produced 50 trillion U.S. dollars of investment berskema ponzi (pyramid scheme), measures the company's business continues to be the public spotlight. Level of confidence in the company's internal decline. The level of public confidence in the company also continued to decline. And unfortunately again, new-wave technologies are expanding the network of information media, making the world more transparent, so that's getting harder for companies to memutup disgrace himself.
The public needs and activities of business processes based on the principles and values that are more ethical and fair. Now no longer enough for companies to searching for excellence, because in the middle of the landscape changes as imperative now that is searching for meaning.
In the midst of storms of crisis and collapse of the company's reputation, it's time for marketers is to review and sell the values, principles, and character-owned and highly respected, in order to perform a stand-out and keep working constantly to leave a legacy for the community.
Marketing 3.0
In the present era, marketing is not currently translated only in terms of positioning, brand differentiation and wrapped in brand identity, brand integrity, and generate brand image. Marketing world will have to show the values of (spiritual) in marketing.
The values were believed to be scattered not only boost profits but also ensures kelanggenan and strengthening brand character, as well as forming an unmatched differentiation.
In the book "Marketing 3.0: Values-Driven Marketing" Philip Kotler and I said, companies should not only sell products with functional benefits or emotional benefits, but must also emphasize the spiritual benefits.
Value-based marketing approach is believed will get different results. Because the company or brand owners do not just give satisfaction or profitability target, but have compassion, and sustainability. Business model that balances the profit and the printing of social responsibility as it was coveted by many business players.
We know that, over time has made the marketing model of change, from the Marketing 1.0 Marketing 2.0 - from product centric to customer-centric era. And now marketing has transformed himself into a human-centric era. That is to say as Marketing 3.0.
Comparison Between Marketing 1.0, 2.0, and 3.0
Marketing 1.0
Product-centric Marketing
Marketing 2.0
Customer-oriented Marketing
Marketing 3.0
Values-driven Marketing
Company Objective
Sell products
Satisfactory and make loyal customers
Creating a better world
Flow Trigger Movement
Industrial Revolution
Information and communication technology
New Technology Wave
How Consumers View Companies
Mass. buyers with physical needs
Consumers who have the rational and emotional
Consumers who have a holistic, mind, heart, and spirit.
Key Marketing Concepts
Product development
Differentiation
The values (values)
Corporate Marketing Guide
Product Specifications
Corporate and product positioning
Vision, Mission, and Values of the Company
The value of the Company for sale
Functional
Functional and emotional
Functional, emotional, and spiritual, Emotional, and Spiritual
Interaction With Consumers
Transactional nature top-down (One-to-Many)
Relationship intimacy which is one-to-one
Collaboration between network customers (many-to-many)
Marketing 1.0 relies on intelligent rational: good product, affordable price. Consumers choose products based on the high-low prices offered by producers. At this level the consumer is very easy to move.
Marketing 2.0 is based on emotional intelligent: Touch the customer's heart. Although a product is more expensive than others, but still selected consumer, because he already had an emotional bond with the product.
Marketing 3.0 based on intelligent spiritual: Do all the Universal Values such as love and sincerity of the profits will come. At this stage, the brand has become "reason for being." Because the brand was then the acknowledged consumer.
Values-driven marketing is the model for the Marketing 3.0, which attach to the values of the company's mission and vision. This idea will improve the public perception of marketing and guiding companies and marketers to menginkorporasikan a more humane vision in selecting their destination.
Marketing 3.0 will be seen from how the relationship with the consumer producer relationship or its stakeholders. Form of spiritualism is how to love our business network with stateholder capital and uphold honesty. If you've reached such a spiritual phase, the relationship between the company and anyone with an interest, whether it's consumers, employees, suppliers, would be lasting hold.
Marketing 3.0 is what is the origin of the idea that eventually became horizontal marketing, in which the humanism of the marketers to make a flat market. This means that there is no difference in status between the marketer and the Customer. Marketer and Customer equally. Marketers have mingled with his Customer.
What do you think?
Hermawan Kartajaya
Taken from
http://bisniskeuangan.kompas.com/read/xml/2009/08/31/08184027/ketika.marketing.3.0.tiba
Currently we live in a new world in which the crisis and chaos to 'diet' day-to-day. Increasingly complex business environment, filled with chaos.
In the period of the last ten years, we've seen how great storms and the chaos that occurred in the business environment from the economic crisis in Asia, the boom of the dot-com bubble, the financial reporting scandals (eg Enron and Worldcom), a terrorist movement, the anti -globalization, climate change, energy crisis, food crisis, the investment scandal, until the global economic recession in 2008.
In the midst of various storms and emergence from Scumbag Millionaire Jeffrey Skilling (Enron) to Bernard Madoff which has produced 50 trillion U.S. dollars of investment berskema ponzi (pyramid scheme), measures the company's business continues to be the public spotlight. Level of confidence in the company's internal decline. The level of public confidence in the company also continued to decline. And unfortunately again, new-wave technologies are expanding the network of information media, making the world more transparent, so that's getting harder for companies to memutup disgrace himself.
The public needs and activities of business processes based on the principles and values that are more ethical and fair. Now no longer enough for companies to searching for excellence, because in the middle of the landscape changes as imperative now that is searching for meaning.
In the midst of storms of crisis and collapse of the company's reputation, it's time for marketers is to review and sell the values, principles, and character-owned and highly respected, in order to perform a stand-out and keep working constantly to leave a legacy for the community.
Marketing 3.0
In the present era, marketing is not currently translated only in terms of positioning, brand differentiation and wrapped in brand identity, brand integrity, and generate brand image. Marketing world will have to show the values of (spiritual) in marketing.
The values were believed to be scattered not only boost profits but also ensures kelanggenan and strengthening brand character, as well as forming an unmatched differentiation.
In the book "Marketing 3.0: Values-Driven Marketing" Philip Kotler and I said, companies should not only sell products with functional benefits or emotional benefits, but must also emphasize the spiritual benefits.
Value-based marketing approach is believed will get different results. Because the company or brand owners do not just give satisfaction or profitability target, but have compassion, and sustainability. Business model that balances the profit and the printing of social responsibility as it was coveted by many business players.
We know that, over time has made the marketing model of change, from the Marketing 1.0 Marketing 2.0 - from product centric to customer-centric era. And now marketing has transformed himself into a human-centric era. That is to say as Marketing 3.0.
Comparison Between Marketing 1.0, 2.0, and 3.0
Marketing 1.0
Product-centric Marketing
Marketing 2.0
Customer-oriented Marketing
Marketing 3.0
Values-driven Marketing
Company Objective
Sell products
Satisfactory and make loyal customers
Creating a better world
Flow Trigger Movement
Industrial Revolution
Information and communication technology
New Technology Wave
How Consumers View Companies
Mass. buyers with physical needs
Consumers who have the rational and emotional
Consumers who have a holistic, mind, heart, and spirit.
Key Marketing Concepts
Product development
Differentiation
The values (values)
Corporate Marketing Guide
Product Specifications
Corporate and product positioning
Vision, Mission, and Values of the Company
The value of the Company for sale
Functional
Functional and emotional
Functional, emotional, and spiritual, Emotional, and Spiritual
Interaction With Consumers
Transactional nature top-down (One-to-Many)
Relationship intimacy which is one-to-one
Collaboration between network customers (many-to-many)
Marketing 1.0 relies on intelligent rational: good product, affordable price. Consumers choose products based on the high-low prices offered by producers. At this level the consumer is very easy to move.
Marketing 2.0 is based on emotional intelligent: Touch the customer's heart. Although a product is more expensive than others, but still selected consumer, because he already had an emotional bond with the product.
Marketing 3.0 based on intelligent spiritual: Do all the Universal Values such as love and sincerity of the profits will come. At this stage, the brand has become "reason for being." Because the brand was then the acknowledged consumer.
Values-driven marketing is the model for the Marketing 3.0, which attach to the values of the company's mission and vision. This idea will improve the public perception of marketing and guiding companies and marketers to menginkorporasikan a more humane vision in selecting their destination.
Marketing 3.0 will be seen from how the relationship with the consumer producer relationship or its stakeholders. Form of spiritualism is how to love our business network with stateholder capital and uphold honesty. If you've reached such a spiritual phase, the relationship between the company and anyone with an interest, whether it's consumers, employees, suppliers, would be lasting hold.
Marketing 3.0 is what is the origin of the idea that eventually became horizontal marketing, in which the humanism of the marketers to make a flat market. This means that there is no difference in status between the marketer and the Customer. Marketer and Customer equally. Marketers have mingled with his Customer.
What do you think?
Hermawan Kartajaya
Taken from
http://bisniskeuangan.kompas.com/read/xml/2009/08/31/08184027/ketika.marketing.3.0.tiba
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