Marketing 3.0

Definition
• Marketing 3.0 is a term which describes a perceived third generation of integrated marketing communications solutions which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
• It has led to the development and evolution of web-based applications such as social-networking sites, video-sharing sites, wikis, and blogs.
• As the web moves from 2.0 to 3.0, marketing as well needs to evolve to embrace new technologies, attitudes and behaviors that are shaping our social digital lifestyle. Marketing must follow the way we interact, inform ourselves, the way we buy and consume products and services.
Characteristics
1. Social media will continue to grow to new users and usages fulfilling individual’s needs to gain momentum and become the branding underground.
2. TV viewership is declining.
3. Old-school ad campaigns focused mainly on print, radio, and, in particular, televisions aren’t nearly as effective as they once were.
4. Today’s Consumers… is intelligent, knowledgeable, demanding, empowered, has no loyalty, skeptical, accessible, more powerful, and connected.
5. “Word of mouth” is driving fast today’s consumer behavior process and directs his attitude toward brands (products, services, countries, causes and persons).
6. “Consumer Behavior” is straightforward and easy to understand.
7. “Mass Marketing” is alive and its objective switched from to change Consumer Attitudes to change Consumer Behavior via capturing and rewarding consumer attention.
8. “Brand dialog” Consumers want to have Conversations with brands in multilayered experiences.
9. “ROI “is redefined to say Relevance to consumer’s life stage, Originality and creativity in messaging, Impact and how closer brands engage with consumers lifestyle.
10. “Touch Points” are on the move, cluttered and competitive, a very different set of tools, concepts and practices is considered necessary.
11. “Brand friends” and advocators not to lour traffic to an outlet or a microsite.
12. “Brands that Inspire and empowers” not brands endorsed by -today- celebrity
References & Applications
http://advertiser-in-arabia.blogspot.com/2009/05/sign-spinners.html
http://advertiser-in-arabia.blogspot.com/2009/04/best-practice-of-site-takeovers.html
http://advertiser-in-arabia.blogspot.com/2009/06/qr-code-living-book.html

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