Marketing 3.0
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New models of marketing to emerge from abundance of informati
Transcript of Marketing 3.0
3/25/2012 [email protected]
We underestimate the long term and overestimate the short term in marketing ?
3/25/2012 [email protected]
As we move from world of scarcity to world of abundance, the face of marketing will change forever
3/25/2012 [email protected]
Abundance of Information and Bandwidth will give birth to new models of marketing.
3/25/2012 [email protected]
In world of abundance of information and bandwidth, access will define business models e.g. Music, Books, Travel, etc.
3/25/2012 [email protected]
People have started to serve themselves freely with content to keep, share, and use anytime, anywhere.
3/25/2012 [email protected]
With more technology advances, faster access to larger content stockpiles will be inevitable
3/25/2012 [email protected]
Consumers don’t pay for platform e.g. newspaper, they pay for news (content & editorial )and not paper.
3/25/2012 [email protected]
In future people will increasingly consume content and editorial on digital platforms. Publications will save on printing and distribution cost provided they find a way to create value for people to pay for the content and editorial on digital devices.
3/25/2012 [email protected]
As relationships are valued and limited by nature , we will evolve from being a Content Creator to a Context and relevance Creator
Content alone will no longer be king. Context and Relevance will be equally important.
3/25/2012 [email protected]
3/25/2012 [email protected]
This will force marketers to make a radical shift from target customers and target consumers to people
Interruption will be replaced by engagement and attention will be the new currency for marketers
3/25/2012 [email protected]
3/25/2012
The distinction between digital and non digital will wane as people spend maximum time connected to IP devices
In this networked society , every aspect of human behavior that was spent in offline world will shift to online world
3/25/2012 [email protected]
3/25/2012
What it will mean to us in future is that, we will become people of screen and Click on the link generation
3/25/2012
This always connected generation will change the way we look at four Ps of Marketing forever
3/25/2012 [email protected]
Product choices in future will be made basis emotion and experiences and product centric mentality will give way to a service and experience mentality
3/25/2012 [email protected]
Brands will create virtual /augmented experiences like virtual travel trips in future enabling people to experience the depth of ocean with family and friends
3/25/2012 [email protected]
Access is where the money is in future and business models will be build around access
3/25/2012 [email protected]
Immediacy Personalization Authenticity Attention Interpretation Accessibility Embodiment Find ability and Scarcity
Hello Conversation
In future people will pay for…..
Phase1 – Music goes digital from LP to CD. World of music doesn’t change much same model of conceptualization, creation and distribution
Phase2 – Challenge for marketer as distribution becomes free
Phase1 – Books goes digital from Britannica to CD. World of Books doesn’t change much
Phase2 – Content becomes decentralized that changes centralized concept of Britannica
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Distribution models of future will change beyond recognition
Education opened‐up learning to multiple delivery methods- in‐campus, distance learning ,e‐Learning and m-learning
[email protected] 3/25/2012
Promotion in future will be increasingly about creating tools that connect and not campaigns that isolate people.
3/25/2012 [email protected]
3/25/2012 [email protected]
World of marketing will be completely reversed from days of marketing 1.0 to marketing 3.0
