Marketing 3.0 Explained

In a new book, written by Hermawan Kartajaya and Philip Kotler titled Marketing 3.0: Values-Driven Marketing, they argued that marketing has moved to its next stage: Marketing 3.0. they define Marketing 1.0 as a product-centric era, marked with the famous saying of Henry Ford, "Any customers can have a car painted any color that he wants as long it is black". When it comes to today’s information age where consumers are well informed and can compare several value offerings of similar products, then the product value is defined by the consumer. They called it Marketing 2.0 or customer-centric era.

We will soon witness the rise of Marketing 3.0 or the human-centric era where consumers will be treated as human beings who are active, anxious, and creative. They will request more participation in value creation. They will demand their deepest anxieties and desires—not traditional needs and wants—identified and fulfilled and they will ask for their creativity to be appreciated.

Marketing 3.0 thinks about consumers as whole humans with hearts, minds and spirits.

Increasingly, consumers are looking for solutions to their anxieties and to make the globalized world a better place.

Philip Kotler talks about a world full of confusion! Consumers search for companies that meet their deepest needs for social, economic and environmental justice in their mission, vision and values.

They look not for only functional and emotional fulfilment but also human spirit fulfillment in the products and services they choose.

In short Marketing 3.0 practioners have bigger missions, visions and values to contribute to the world. Therefore Marketing 3.0 compliments emotional marketing with human spirit marketing.

Yours sincerely,

Michael Cloke, Academy of Marketing
http://michaelcloke.com