In recent days, two new potential customers have asked us what we mean when we talk about Marketing 3.0 and above all how these shifts happen and who do we owe them to. It is a question that is often asked and it makes us understand how the discipline of Marketing is still a mysterious object for many.

The first to talk about Marketing 3.0 is Philip Kotler in the book of the same name that, in summary, explains how this transition took place. Starting with Marketing focused on product (1.0) over Customer focused Marketing (2.0) shifting to Humanistic Marketing (3.0), where the customer becomes an all-round human: with a mind, a heart, and a spirit. The consequence for companies is that they need to create corporate products, culture and services that can capture and reflect human values.The new book published by Kotler a few months ago, highly acclaimed by marketers and experts in the field, is mainly about convergence between technologies and reality, and how these have profoundly influenced the discipline all over the world.

As a consequence new trends are emerging: the economy of “sharing”, the”now economy”, omnichannel integration, content marketing, social CRM and many other realities. Kotler claims that convergence of technologies will lead to convergence between digital and traditional marketing. The more we become social, the more we want something that has been created specifically for us. By analyzing our customers, our products and services become more personalized. In this transition era, therefore, a new marketing approach is required, which must adapt to the different paths taken by consumers in the digital economy, customers should be accompanied at every stage of their journey.

The book essentially is a deepening and expanding humanistic marketing that influences every aspect of the customer’s journey. Here is explained in detail how to increase marketing productivity by studying customer’s pathways in the digital world. However, we personally see the book gaining true insight in the omnichannel strategy, which we have been successfully pursuing in our agency for years and which describes new measurement parameters and completely new access to marketing for Kotler. From this, the author develops strategies for a Marketing 4.0, which evolves out of the “humanistic” marketing. The focus is on the humanization of a brand by assigning it quasi-human characteristics. This is the real task of “humanistic” marketing.

At the same time, however, it is always necessary, according to Kotler, to show the human side of a brand so that customers can build a bond to it. In order to know which human sides are involved, the author scrutinizes human leaders who have no formal authority. What makes them attractive in the eyes of their fellow human beings? Kotler comes up with several qualities that unite such leaders: their physical presence, their social behavior, their emotions, their reliability and their morality. If a person has all these qualities, he is considered complete and becomes a role model to imitate. From this Kotler concludes that brands that want to present themselves as friends to their customers must have exactly these characteristics.

In essence, in the new “humanistic age”, brands increasingly assume human characteristics to attract customers. The process begins with good listening, detailed measurements, and empathic research that brings to light latent needs and desires of customers. To respond effectively to those anxieties and desires, marketing has to develop the human side of the brands. Brands need to be physically attractive, intellectually stimulating, socially engaging and emotionally inviting, and at the same time have to show an outstanding reliability and a strong moral sense.

Gaetano Bucci

Author Gaetano Bucci

Credo nell’equità distributiva del mercato, nella qualità, nella bellezza e nella logica delle scelte. Ecco perché ho creato quest’azienda.

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