Marketing is a highly important concept in society. Indeed, it is within the consumption society that large-scale sales strategies have evolved to push buyers to opt more and more for services or products. Thus, marketing has taken, over the years, multiple forms and has evolved in several ways. So what are these evolutions?
What exactly is marketing 1.0?
In 1960, marketing began to be democratized in the world, and it was in the United States that it first appeared. At that time, marketing was focused on products with the industrial revolution, which allowed for good production in large quantities. Then, several markets emerged and began to be competitive. In order to stand out, companies adapted the marketing field to easily target their customers and define a better positioning against the competition. The use of technology, especially dedicated software solutions such as PIM, is essential in this quest. In order to achieve this, marketing 1.0 has emerged and highlighted the five ways known as “PORTER” which allow studying the external environment of the company, mainly the competition, but also the suppliers and the customer. To learn more about PIM, consider reading up on the topic.
What about marketing 2.0?
Marketing 2.0 is emerging as a continuation of the 1.0 model. The only difference is that it is not the brand that will be the center of everything, but the consumer. Indeed, the brands have had the power, and now, it is the consumer who will play the main role in a company. Obviously, the function of the brand will be to create a community by federating it around a common identity and some values. The consumer will then convince other consumers to buy the products. Here, it is no longer about consumers, but rather they have become consumactors.
Marketing 3.0, another evolving concept in the sector
It is a dynamic approach to marketing based on data. It is integrated at the points of contact with some customers/consumers. It can know and anticipate their needs and generate value for them. It is more focused on the experiences, satisfaction, and commitments of their demands. This brand new 3.0 concept is of great importance for society and companies. It obviously presupposes that the collection of new and useful information from several customer groups through different kinds of channels will deeply affect the decision-making process. It will also allow the company to value a higher level of creativity.