Let’s talk about Marketing 3.0 (Part I)

Talking about Marketing 3.0 is one of the things I feel most passionate about, because I like to think that at some point marketing strategies will be planned for the benefit of lots of people, and not just a few hidden behind a brand. I know, I don’t want to get ahead of myself, it’s not easy to digest a new definition of marketing, when we are still trying to understand what Marketing 2.0 is. All of this “web” madness and new digital media could be overwhelming. The truth is, as humanity has evolved, marketing had to evolve as well, and how quickly has it done so already !

I know… one article is not enough to publish everything that this new trend embraces, so I’m going to write four posts to make it clear enough. My goal is to get you into the conversation. On each article we will go through the great Philip Kotler’s definitions on his book about Marketing 3.0. But first, and before we go deeper, I will tell you my own.

We came from Marketing 1.0 where the product was the star of the movie. We saw this type of marketing on TV, Radio and Newspaper advertising, where the message is from one to many, and there is no feedback at all. A perfect example is Coca Cola’s 1950’s ads. The message is direct: “Buy Coca-Cola”. Why? … No one ever answered.

Marketing 2.0 understood that one-to-many messages were not enough, and along with social media on Web 2.0 started “listening” to the consumers. It also realized that brands were making a difference from the consumer’s feedback, wether that meant listening to “negative” comments or not.

Nowdays, we are still digesting Marketing 2.0, because as you might understand, for many companies and brands it is not easy to deal with negative comments. We are still working on that when suddenly, pioneers like Kotler introduce us to the Marketing 3.0 and tells us: it’s not about products anymore or listening to your consumers, it’s about worrying for them and for the world they live in. So start asking yourself: what is your brand doing for the planet?




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