Archive for the ‘Social Marketing’ Category
Marketing 3.0: Electrolux’s ‘Vac from the Sea’
At any given time you’ll find me reading 3-4 books (fiction and business) at the same time. That might seem unusual to some people, but I read as I need information or have a new interest. Having a Kindle (and associated apps!) makes it really easy for me to jump between books too.
One of the books that I have been reading on and off is Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
The hierarchy of marketing as Kotler, Kartajaya and Setiwan see it is:
Marketing 1.0 – Product-Centric Marketing
- Objective: Sell products
- How Companies See the Market: Mass Buyers with Physical Needs
- Key Marketing Concept: Product Development
Marketing 2.0 – Consumer-Oriented Marketing
- Objective: Satisfy and retain customers
- How Companies See the Market: Smarter consumer with mind and heart
- Key Marketing Concept: Differentiation
Marketing 3.0 – Values-Driven Marketing
- Objective: Make the world a better place
- How Companies See the Market: Whole human with mind, heart, and spirit
- Key Marketing Concept: Values
Even More Goodness! Related Posts:
Marketers, It’s Time To Rethink Target Market Segmentation
Market segmentation as you know it has become more complicated today than ever before. Capturing data in CRM systems, doing primary research, etc. all help, but the ways of segmenting we’ve learned don’t allow you to see your customers in their natural space. Sure, sales, marketing and customer service teams capture a lot of information, but is it insightful? Is it useful in understanding the segment? Or is it just what ‘they heard’ and made a note of?
There is a lot of hype around social media tools like Twitter, Facebook, YouTube, etc., but the fact remains that social media (as a concept) is the first time that organizations have ever been able to see, listen to and get to know their customers in public spaces (again, in a ‘natural’ setting). Social interactions tend to be natural and not forced or coerced, which often leads to deeper insights.
Let’s look at all of the “-graphics” to get a better understanding of segmentation and how segmentation has changed.
Demographics & Firmographics
Ah, demographics and firmographics…the marketers tried and true methods of slicing and dicing their markets. We know them well, don’t we? They were drilled into our heads as marketing majors and have stuck with us through the years as the best practice for market segmentation.
But the days of mass marketing have come to an end and it doesn’t make sense to segment markets only to treat them as if they all live, think and buy the same way.
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Tags: Data, Data-Driven, Demographics, Ethnographics, Firnographics, Market Research, Marketing, Marketing Analysis, Marketing Communications, Marketing Management, Psychographics, Segmentation, Social Marketing, Sociographics, Target Marketing | 
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And the microMARKETER is…
I went from having no takers for a free copy of Greg Verdino’s new book microMARKETING to a bunch! It goes to show that timing in social media sometimes makes all of the difference (I sent my last ditch effort tweet on Friday at 3:52pm). Thank you everyone for submitting!
While there were some great examples of microMARKETING shared, there was one person who, for years, has exemplified microMARKETING at its core. And that person is Connie Reece.
Micromarketing
“Think and act small, because in the era of microcontent and microcultures the biggest marketing opportunities lie not in the one big thing but in lots and lots of small things.”
Including peas… especially petite peas. (A little pea humor is appropriate. You’ll see, keep on reading!)
Keep Reading, There’s More Goodness!
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We Don’t Ask ‘Why’ Enough
When is the last time you asked your boss, management, executive team or co-workers ‘why?’ But more importantly, why is asking ‘why’ in a business setting akin to being somewhat insubordinate?
Recently I wrote about why integrated marketing communications is failing in the business world and why social media won’t be the salvation most organizations are seeking. Why? Because there is much internal work still to be done in order to harness the value and full potential that social media offers in order to become fully customer-centric.
And often when I speak about becoming customer-centric I get two responses: ‘How can we do it?’ (Usually from those who respect and have relationships with their customers already.) or ‘It will never happen.’ (Usually from those who have their eye squarely on revenue generation.) My response? It is possible to be customer-centric and make money. That should be enough to satisfy both groups, hopefully.
Keep Reading, There’s More Goodness!
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Hope for Better Conversations
by Beth Harte and Geoff Livingston
So we know what we don’t want to hear about any more. How about increasing the volume on some conversation that push people to think or act more mindfully, bettering our professions, our societies, and our day-to-day lives? Our last post was tongue in cheek, but this one is full of hope (and a little humor, too). Here are 10 current or would-be memes that could better our online conversations.
1. Stakeholders Are Smarter Than Most. Wouldn’t your job would be 100% easier if you let your customers/donors and/or volunteers do their job? And that job is to participate in a relationship with your organization as extended members of the enterprise, either as customers, donors, volunteers, or brand investors. Let’s take it one step further shall we? How about letting stakeholders sit at the heart of your organization so that they help to design (or at least influence) the products and services they want to buy. (Was that you shuddering at the thought?!).
Keep Reading, There’s More Goodness!
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Tags: 2010 Election, Augmented Reality, Citizen Journalism, Crowdsourcing, Culture Shifting, Customer-Centric, Failure, geoff livingston, Greg Verdino, Lauren Luke, Marketing 3.0, Open Government, Stakeholder-Centric, Thought Leadership |
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The Harte of Marketing by Beth Harte is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
Based on a work at www.theharteofmarketing.com. [If you have a question about what you can use from this blog, click on the above Creative Commons link to learn more.]
