Typically, this type of customer is concentrated in the segment of the population that has chosen to adhere to consumer habits and personal attitudes of respect towards their fellow human beings, the environment and the entire living universe; thus, they carry out their daily activities with a high degree of consideration regarding the impact they have on the planet, society and their immediate surroundings.
Where did the concept come from?
With the emergence of the Internet and mobile switzerland mobile database communication devices, in parallel with the observations of the deterioration of the living environment as a result of the direct action of man, the last two decades have seen an avalanche of profound changes in consumer behavior in the population in general, and in the younger segments in particular (the so-called millennials).
This new scenario encouraged some scholars to theorize about the natural impact that these changes would have on relationships between people, in order to suggest to economic agents in the business world some ways to adapt to the new times and take advantage of the revolution.
Among those who took on the challenge of understanding the new normal, the most prominent is Professor Phillip Kotler , recognized worldwide as the leading academic exponent in the marketing discipline.A fundamental text, of enormous importance in the academic and industrial environment, which is still considered a reference on the subject.
3.0 And Marketing 1.0 and Marketing 2.0
To expose the changes observed in the marketing scenario,
Phillip Kotler categorizes 3 Stages:
1. Marketing 1.0: Era of the Product
Focusing on the development of functional products and their mass production.
2. Marketing 2.0: The Age of Consumers
Focusing on understanding and satisfying consumers through market segmentation.
3. Marketing 3.0: Era of Values
Based on the recognition that the consumer is more than just a buyer. He is a human being who has collective and environmental concerns and aspires to a better society, which he is willing to help build.
It is not the intention here to go into the description of each of the traditional marketing strategies (1.0 and 2.0), so a direct comparison is shown in the following table:
| Focus | Product | Consumer | Values |
| Aim | Sell Products | Satisfying Customers | Better world |
| Engine | Industrial revolution | Global Information | Technology Without Limits |
| Market | Physical Consumer | Smart Customer | Spiritual Being |
| Concept | Efficient/Effective/Effective | Differentiation | Human Values |
| Directive | Product | Product + Company | Product+Company+Planet |
| Proposal | Functional | Functional + Emotional | Functional+Emotional+Spiritual |
| Interaction | Transfer | Relationship | Co-Creation of Value |
To be considered successful, a company committed to Marketing 3.0 should direct its efforts to produce:
- Innovative practices: to transform have empathy to understand how people’s lives;
- Stories that excite: behind a good mission, there is always a better story;
- Consumer Empowerment : Co-Creation is what leads to fulfilling the Mission;
- Belonging: The brand is incorporated by its consumers, ceasing to be the property of the company and becoming part of people’s lives.
Entering a transition process to Marketing 3.0
There are some particularities that every entrepreneur or manager cannot fail to observe when thinking about or restructuring their marketing strategy , in the terms postulated by academic theory.
The Marketing 3.0 strategy should not be misinterpreted by imagining that it is not also consumer-oriented, but rather the opposite.
Companies committed to Marketing 3.0 propose larger values, visions and missions with which to contribute to the world ; they aim to provide solutions and solve problems in society; but always targeting the customer.
The difference is that Marketing 3.0 elevates the concept of promoting a product or service to the spiritual realm, where the aspirations and values of its client-personas take priority.
Every 3.0 marketing strategy must start from the base of its consumers , in a condition of integral beings, with varied needs and desires to always be well and fully attended to.
Just as within traditional marketing, strategy 2.0 came to perfect its predecessor 1.0, marketing 3.0 complements the set of the physical and emotional with the spiritual dimension.
Caution : It is not possible to evolve from a Marketing 1.0 (Product) state to Marketing 3.0, without having already gone through and surpassed the Marketing 2.0 (Customer) stage.
Advantages in the challenge
Our customers are more aware, active and powerful than ever before.
Throughout his career as a teacher and expert, both in his books and in his lectures and courses, Professor Kotler has always strived to emphasize the various benefits that arise for companies that adopt long-term strategies.
For the case of a marketing strategy projected as Marketing 3.0, the professor specifically associates the following:
- Greater savings in advertising costs, since the word-of-mouth vector of customers becomes much more effective;
- Better working conditions, with increased productivity and reduced costs in formal training, with employees aligning with the company’s values;
- A good presentation of the mission, vision and values enhances entry into new markets, with a natural increase in sales;
- As a final consequence of all: Increase in brand value.
For the entrepreneur who still has some reservations about this, we can only advise:
Don’t be discouraged by how steep the transition to Marketing 3.0 may seem, because when you do any analysis of the results obtained by large global players, such as Coca-Cola, Nike, BMW, McDonald’s, Harley-Davidson and others, who decided one day to turn their traditional ways of relating to their customers upside down, today they are collecting results far above their peers.
One could eventually argue that there is an obvious asymmetry in the proportions between these gigantic corporations and a local, individual or family-run enterprise; but this argument will end up proving weak, since most of the resources needed to undertake the journey towards the desired state are not as expensive as one might imagine and are readily available.
Given that the Marketing 3.0 strategy converges in full harmony with the frequencies in which the world moves today, the overwhelming majority of people voluntarily and enthusiastically adhere to a purpose that is proposed and recognized as superior.
Horizontal networks of consumers are created almost cmb directory spontaneously and a new way of creating products emerges through the collaborative participation of companies, consumers, suppliers and strategic allies, when people become interconnected in an innovative action network.
And it is the accumulation of individual consumer experiences that contributes most to increasing the value of the product.
It’s not as difficult as it seems. Not for us, we will certainly help you. Comment on this matter or ask us directly.