Marketing is a set of fundamental techniques to increase sales. If we have to choose a definition somewhat more academicwe opted for the Philip Kotler: «Marketing is a social and administrative process by which groups and individuals obtain what they need and want through generating, offering and exchanging products of value with their peers.«. As we will see, marketing models have evolved throughout history to reach the modern marketing.
Marketing throughout history
Marketing has had various orientations throughout its history, which begins at the beginning of the 20th century. The main underlying idea is that there has been a increasing customization.
The kind of marketing 1.0 is the own of the fordist companies (by Henry Ford), of the first half of the 20th century. In this case, they occur many goods at low cost for what Imany people buy you. This model is heir to the chain production system. We can summarize it in the concept of the industrialist Henry Ford: to produce a car that the people who made it could buy.
On the other hand, the model of marketing 2.0 already presupposes a greater specialization. This is because the customer is contacted to find out what they want. It is no longer a matter of simply producing and selling, but of adapt production to what you want a informed customer. The existence of TIC has decisively influenced the adoption of the new model. It is at this time when the interviews of .
The kind of modern marketing (considering, in this field that we move so given to putting labels, the marketing 3.0) goes one step further because emphasis is placed on Business values. We are facing a conscious consumer who wants to change the world and that demands that the company be sustainable and socially responsible.
In reality, all marketing models have complementary aspects, that have been absorbed accumulatively. It consists, then, in taking the favorable that each one of them can give us. We must not forget, moreover, that there is an apparent one in marketing: the better the measurement systems, the more uncertainty we have regarding consumer behaviour.
Modern Marketing or Marketing 3.0: the 10 keys
The American consultancy has taken the trouble to generate a whole model to consolidate what this Modern Marketing is. The kind of modern marketingor marketing 3.0, has 10 keys what needs to be implemented. In turn, it is important to point out that these will be divided into 4 large sections: strategy, analysis, planning Y execution.
- The strategy It refers to what and to What we want to get it.
- The analysis allows us to have information necessary.
- The planning allows us to indicate the achievement of some goals.
- Finally, the execution is the practical embodiment from everything else.
1. Strategy
The marketing strategy It is a fundamental point because from there the actions that we want to implement will arise. The first question to ask is how marketing can help our business strategy. From there, we would have to mark the objectives to achieve with the resources we have; It would also be advisable to include a time horizon.
2. Market and customer orientation (Analysis)
Although this is an obvious aspect, we must not stop working on it. It is essential to know the market environment and, in this case, the PEST analysis or they can be of help. In addition, you have to know how the competition. On the other hand, it will also be convenient to know what our target of client objective.
3. Knowledge of the client (Analysis)
In this case, it is appropriate meet the customerknow what their expectations and the needs that it intends to cover. Here we must find the methods that allow us to access this valuable information. If we do not know the client, it will be difficult for us to sell.
4. Brand and value (Analysis)
The brand it’s a fundamental aspect of modern marketing. Our brand must be better than the competition either contribute something that others do not contribute. In this case, brand equity can be measured with various metrics; one of them, the price. We should also be clear about the values we want to convey and, in this case, it will be important to know if we have a background prior brand or what we have to .
5. Segmentation and targeting (Planning)
Once we have decided how to use marketing and have analyzed the environment, it is time to segment, focusing on the customer profile that interests us. The can be done by sociocultural, geographic, age profile or even for the use of new technologies. What it is about is that this effort is profitable. Let’s not forget that, in marketing, we want to sell something.
6. Positioning (Planning)
In the age of digital technologies, the positioning It’s fundamental. Therefore, positioning refers to the way of reach a certain customer profile that we have previously chosen. It is also possible that we address different customer segments, so that we can choose various forms of positioning.
7. Customer Experience (Execution)
The customer experience It is very important because it will depend on this whether you make positive or negative publicity for our services. For example, it will be convenient to know what the cost has been since you contacted us until you purchase the product and to know where the funnels. From there, you can execute decisions to improve sales and promotion actions. In this way, we will gain in efficiency and we will be able to offer a better service. Today, he can help us to know where we failed.
8. Distribution (Execution)
The distribution it is indispensable, also in marketing techniques. If not, we may run into the problem of not reach the customer well due to lack of infrastructure. We remember that it is essential that the message and the product arrive. For this reason, it is advisable to invest in online content platforms distribute it for free.
9. Integrated Marketing Communications (Execution)
The question we have to ask ourselves is How do we want the message to arrive? of our brand to the people. This is the time to use all means at our disposal to promote the product, whether free or paid. Though Internet has more and more followers, we recommend not disdaining the influence of traditional media.
10. Data and Measurement (Execution)
It is essential to make a periodic measurement of the results for two reasons. In the first place, because that will serve to see if we are doing things right. On the other hand, and if there are errors, it will give us the data we need to performr corrections. However, there needs to be a prior decision about the metrics to be used and the frequency of data analysis.
As you will see, there are hardly any mentions of digital or the Internet. The Modern Marketing Model, also called M3 (because its acronym is made up of 3 emes, these americans…) is essentially thought of as omnichannel, as a formula that integrates all channels and helps generate correct expectations around a brand’s marketing activity. Digital is implicit in the very concept of Modern Marketing ;).
Modern Marketing Manifesto
In his Modern Marketing Manifesto, many of the characteristics of the model that we have seen were guessed, and other character guidelines of the concept of Marketing 3.0 or Modern Marketing were pointed out that we find interesting to review:
- Modern marketers must be in management positions and help generate the business strategy.
- Digital must be integrated into global marketing strategies.
- They must also be commercial, that is, be aware of sales objectives and business margins, in order to know how to measure and optimize business metrics, not just “marketing”.
- Sales and Marketing must be very aligned
- Improving the user experience should be the constant focus of modern marketers.
- The experience must be integrated, omnichannel
- With the advent of the Internet, users control the message. Brands must communicate transparently and strong brands with a strong sense of purpose are necessary.
- Data must be converted into learning and actions to achieve competitive advantage
- Modern Marketing must be comfortable with technology and use it to their advantage.
- Storytelling is needed as much as technology and data.
- The power of emotion and the irrational weigh as much or more than the rational.
- Modern Marketing is increasingly focused on owned and earned media and the relevance of content.
- Modern marketers know that social is not an option.
Personality of the Modern Marketing professional:
- Ethical
- Consumer Focused
- Agile
- collaborative
- Innovative
- brave
- Passionate
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