marketing 3.0 - ahmed saif
TRANSCRIPT
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Ahmed SaifSchool Of eMarketing
Sch
ool o
f e-
Mar
keti
ng
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Modern Marketing is about how to influence the culture
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The History Of Marketing
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Marketing 1.0
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Product-Centric Marketing
•Sell Products
Objective
•Mass buyers with
physical need
Customers
•One to many
transaction
Interactions
•50S& 60s •(Product
Management « 4Ps)»
•Product, Price, Place &
Promotion Marketing Direction
•People, Process, Physical
Evidence, Public
Opinion & Political
PowerMore Ps
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Marketing 2.0
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Customer-Oriented Marketing
•Satisfy & Retain the Consumer
Objective
•Smarter Consumer
with Mind & Heart
Customers
•One to One Relationshi
p
Interactions
• «Segmentation Marketing
Positioning » (Custom
Management)Marketing Direction 70`s & 80s (STP)
•Brand Managem
entMarketing Direction 90s & 2000s
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PositioningPosition along many dimensions:
•Product Attributes (Certs, with Retsin)
•Product effects (Rembrandt gets teeth 5X whiter)
•Price ("Budget Gourmet frozen dinners)
•User (baby shampoo vs. gentle shampoo)
•Usage (Coke in the morning)
•Relation to other products (7 Up is the uncola)
•Arbitrary ("Weekends are for Michelob")
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Marketing 3.0
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Objective: Make the world a
better place
Customers: Whole
human with mind, heart
& spirit
Interactions: Many to
many collaboratio
n
Marketing Direction: Culture
ManagementHow to
influence the customer
culture
Values-Driven Marketing
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Marketing 3.0
Mis
sion V
ision
Values
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DefinitionsMission:
Why your brand should exist in one simple statement
Vision: Where your brand will going in the
future
Values: The Moral values that you Instill it in
your employees in order to qualify them to achieve your mission
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Market the Mission to the Customers
Offer a Transformation Mission
Story that Moves People
Customer Involvement
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Mission Examples
Apple`s Mission: make the people enjoy the technology
Google`s Mission: Make the world`s data more organized and
accessible
Facebook`s Mission: Make the world more connected
Linkedin`s Mission: Connect the professional around the world
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Market the Values to the Employees
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Values Example
Cultural Value
Democracy Value
Collaborative Value
Creativity Value
Family Value
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Benefits
Attracting And Retaining Talents
Back-Office Productivity
Front-Office Quality
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Market the Vision to the shareholders
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Market the Vision to the shareholders
Shareholders Seeks the Profitability, Returnability &
Sustainability
All the above comes from strong Mission and supported by
integrity values
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Benefits
Shareholders
Profitability
Improved Cost
Productivity
Returnability
Higher Corporate Brand Value
Sustainability
Higher Revenue
from new
markets opportun
ity
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Improved Cost Productivity
Reducing Advertising Cost Significantly
Reducing Product Development Costs
Strong Values Makes the employees happier (more productive)
Living the Values in everyday Reducing the Training Costs
Reducing customer complaints costs
Reducing the costs & Risks associated with public backlash
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Higher Corporate Brand Value
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Higher Revenue from new markets opportunity
Companies that practice marketing 3.0 are most welcome in developing countries.
Governments will support the business in order to improve their people`s lives.
Support from non governmental organizations.
Sustainable practices earn customers admiration.
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Modern Marketing Action Steps
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Introduction
Trust Stages1 -Self Word of Mouth
2 -Trusted Word of Mouth3 -Normal Word of Mouth
4 -Advertising
Spam
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Purple Milk
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Step #1Be Remarkable
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The Magic Cycle of the Purple cow
Get Permission
Amplify the ambassadors
Let the people milk your cow
Recreate
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Step #2Smart Segmentation
Worldview - precise interest
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Step #3Smart Targeting
By Digital Marketing
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Step #4Tell a Story That has compatibility with
the chosen worldview And playing around suitable Frame
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Step #5Collect a Tribe
(Modern Leadership)
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Golden RuleCustomer is King
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Platinum RuleAuthenticity is the Best Marketing
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Marketing 3.0 For better life
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Success Rules
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Modern Marketing Generation
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School Of eMarketing InternshipFacebook.com.SEMinternship
***Modern marketing generation tribe
Facebook.com/ModernMarketingGen
***
Ahmed Saif Websitewww.Ahmed-saif.com