Posts Tagged ‘Social Marketing’
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
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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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The Four Faces of Social Media
I have been thinking about this for a while because I keep bumping into the same situations (well, people) over and over… This won’t be a lengthy post because I am more interested in seeing if you are having the same experiences as me. If so, I am really interested in your thoughts.
What are the four faces of social media? Well, as I have encountered them…I have settled on:
The Social Media Purist: The person who truly embraces social media as the conversation that the tools allow people to engage in from day-to-day. The tools might change, but the ultimate goal is to listen, learn, share, and converse with customers and prospects. For the purists, it’s about the conversation and the strength of the relationships that lead to strong business relationships. And the relationships affect all departments within a company because everyone employee is responsible for a great interaction.
The Marketer/PR Professionals or Ad/PR/Interactive Agencies: For the most part, a lot of these folks (for now, I hope…fingers crossed) see social media tools as just that…tools. They are tools that are used to push one-way messaging. It’s not about the conversation, it’s about the medium and more places and people to share the message when traditional marketing like advertising, PR, direct mail, events, etc. aren’t working or delivering. It’s what most are comfortable with, and I get that. While this mindset might work in the short-term…it won’t work long-term.
The Search Engine Optimization (SEO) Gang: Social media is about the tools that help generate the links. It’s about getting clients on Digg or StumbleUpon. It’s about stuffing keywords into every nook and cranny. It’s rarely about the conversation. Because SEOs are typically paid on results, they aren’t paid for helping clients engage in conversation. Or, it’s because they are making money for themselves by selling off highly ranked sites or by monetizing social sites…it’s purely business, not conversation. And yes, there are some SEO’s that get the mix of social media and SEO…I’m thinking about Lee Odden or Li Evans or Wil Reynolds.
The End User (that would be the customer): In the end, they are the people who are stuck combing through all the blog posts, tweets, and Internet links to find information that’s truly relevant to them and right at their fingertips when & where they need it. They want information or feedback that can help them to make a sound purchasing decision or the information that can help them do their job quicker, easier and better. They are the ones looking for conversation, but are the influencers that are most often forgotten by the marketing/PR/agency/SEO folks.
What’s going to happen here? And by here, I mean the world of marketing. I don’t know about you…but I don’t think social media isn’t going away any time soon. You all know me, I am obviously a purist. I enjoy conversation and I think it has many indirect and direct benefits to business and revenue.
So, should we find a way to get everyone to work together? Or will the social media purists eventually be pushed out by the marketers who continue to try to control the market and the SEO folks who are just looking to fill Google full of irrelevant links? Or, does it not even matter? What do you think?
[Image: iStock]
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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.]
