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Marketing has always kept pace with social, economic and technological changes. Since the beginning of the popularization of consumer goods, marketing has readjusted itself to meet the needs of each moment in society. This is how Marketing 3.0 came about .
This new concept gained weight after the launch of the book Marketing 3.0 – The Forces hong kong email list That Are Defining the New Human-Centric Marketing by Philip Kotler , Hermawan Kartajaya and Iwan Setiawan .
Basically, Marketing 3.0 treats customers not as mere customers, but as complex and multifaceted beings.
They choose products and services that satisfy their needs for participation, creativity, community and idealism .
In the 2011 book, the authors show why the future of marketing lies in creating products, services and companies that inspire, include and reflect the values of target consumers .
But what exactly is a new marketing concept that claims to be “ human-centric ”?
Hasn't Marketing targeted the consumer since its inception?
Hasn't Marketing always placed human beings at the center of its action , focusing on satisfying their desires and needs ?
To better understand this whole issue, we highlight the following 4 videos that are excellent for framing the topic:
Interview with Philip Kotler
Rory Sutherland: Life Lessons from an Advertising Man
Seth Godin: How to Get Ideas to Spread
Dan Cobley: What I Learned from Physics About Marketin
The evolution from Marketing 3.0 to Marketing 4.0
In fact, the evolution from Marketing 3.0 to Marketing 4.0 has already happened. In fact, we have already reviewed Kotler's book that addresses this evolution of the concept. You can check it out here in this article Marketing 4.0: Philip Kotler helps make the transition to digital .
In the book Marketing 3.0 – The Forces That Are Defining the New Human-Centric Marketing , Kotler highlighted how the transformation of the basic concept of marketing took place, which consists of the transparent definition of a brand's identity and reinforcing its perception among consumers with an image that incorporates the company's vision and values. Marketing 3.0 highlights three concepts: identity, integrity and image.
In other words, the brand needs to have identity, integrity and image , also known as the 3Is model, which we will cover in a soon article.
In light of the emergence of the online world and the increasingly important role of social networks, marketing expert Philip Kotler has recently released an update to his renowned manual: Marketing 4.0 . The book is also written by Hermawan Kartajaya and Iwan Setiawan .
THE BOOK MARKETING 4.0 IS AVAILABLE AT:
AMAZON BRAZIL
FNAC PORTUGAL
AMAZON INTERNATIONAL
CULTURA BOOKSTORE
In this new manual for marketers, Philip Kotler explores a set of strategies that help achieve maximum effectiveness from resources that operate within the digital landscape, “where users’ interest in greater connectivity grows, but the time they have to interact with a given brand shrinks”.
Marketing 4.0 takes advantage of the humor that changes consumers’ minds to reach more customers and capture their attention. In a simple way, the authors look at the changes that are overcoming traditional marketing approaches and integrate them into their methodology. This book also provides a world-class overview of everything you need to know to master the basics.
If in Marketing 3.0 the importance of values and sustainability for the success of an organization was already preached, these values gain more importance in Marketing 4.0 .
It's like an extension of the same concept through an even more horizontal communication strongly based on human feelings, social transformations and interactivity on the web – where anyone can be a 'means of communication' and everyone has the power of persuasion.
Until the edition of We can divide Marketing into 3 eras: Marketing 1.0, Marketing 2.0 and Marketing 3.0 .
1900: Industrial Revolution – Marketing 1.0
Era of Product-Centric Marketing
1990: Information Technology – Marketing 2.0
Era of Consumer-Centric Marketing
2010 and beyond: The era of highly conscious consumers – Marketing 3.0
Era of Human-Centered Marketing.
