Marketing 3.0

10 years ago, the marketing was all about selling the product. It was a product centric era. The marketer’s job was all about selling the products without knowing the needs of the customers. That is known as Marketing 1.0. Henry Ford’s most famous quote is an example of Marketing 1.0 “Any customer can have a car painted as long as in black”.

Now the scenario is different, the customer is more aware, intelligent and companies focus on customers’ need. All companies try to fill the gap in the market. It is the customer who determines the value of the product, brand, and then the company. This era is known as Marketing 2.0. Now every company is talking about customer centralism. So again it is very difficult to differentiate between the companies and their products.

So a new era of Marketing 3.0 is emerging where in customers are treated as Human beings. So instead of customer centric now marketers are turning their companies towards human centric.  This is a period where customer is more active, involved, anxious and creative. The customer wants to fulfil more than his basic needs and wants. He is happier to have his desires fulfilled. What is being done by Apple by introducing ipod or iphone.

So Marketing 3.0 is all about targeting the hearts of people rather than targeting the minds. This is what is Airtel is trying to do since a long time. Airtel is encouraging people to connect with each other. This is also known as ‘experiential marketing’ or ‘emotional marketing’.

So Marketing 3.0 is a value driven marketing. The companies that are able to make a difference in the lives of the customers are there to sustain long term in the market.

 Courtesy: Book “Marketing 3.0 Values-Driven Marketing”