Proč jsem si knihu vybral?
Když jsem se asi před půlrokem zeptal táty (působil dvacet let v marketingu) jakou knihu by mi doporučil, tak mi řekl ať si přečtu Kotlera. Na zákaznické schůzce s ním to poté zopakoval i mým přátelům. Konečně jsem se k tomu teď v létě dostal. Řekl jsem si ale, že přečíst si jen Kotlerovu nejnovější knihu o marketingu (Marketing 5.0 - nejnovější co jsem našel) mi nestačí, chtěl jsem pochopit, jak se marketing vyvíjel, proč a jestli si z jeho minulosti mohu odnést lekce i do dnešní recese, kdy se nám vývoj o něco vrátil zpět. Vítejte tedy na mé pouti čtení Kotlerových knih o marketingu Část I.
/knihu jsem četl v angličtině, proto jsem si chtěl procvičit i svou psanou angličtinu a hlavní část mé eseje je v angličtině/
What did I write down while reading?
This book was released in 2010 and that is something I had to keep in mind when reading this piece of literature. It may not be the most contemporary work, but it was written when the World and the market were recovering from a recession - as we will have to in the coming months and years. That is why I believe it provides an interesting angle for me.
What does It even mean? “Marketing 3.0” Philip Kotler and his colleagues created this new model because they saw that methods and ways to market products and companies have to change in order to appeal to the more socially aware customers of the 2010s.
Marketing 1.0 - product-oriented
Marketing 2.0 - customer-oriented
Marketing 3.0 - human-oriented = values, stories, soul
Marketing 3.0 builds on its predecessors. It also focuses on satisfying customer needs, not only in the material sense but also thinking about their inside desires, values and social opinions.
How companies reach out to their (potential) customers had to change. People became more environmentally, and socially aware and now looked not only just what the product offered them, but who made it, who is behind the logo and how brands behave. Customers started to associate and heavily favour brands, that had the same values as them. That meant, that companies had to “sell” themselves too and adjust their processes and behaviour to this new era of customers.
Theories and other pointers I found interesting and useful
7 Giants
Seven Giants are a collection of 7 metaphors from Dr Gerard Zaltman, that are (should/ could be) used in marketing your product/brand to customers. It is very handy to centre your marketing campaign around one of these words because people understand them easily.
https://coolerinsights.com/2012/01/marketing-metaphoria-book-review/
3i model
A brand should fill this triangle to market itself well in this marketing 3.0 era.
Example: FLUEGO
Positioning - Small business that creates original and creative audio-visual work for its customers.
Differentiation - Broad variety of skills in photography areas, flexibility, speed.
Brand - Fluego
Doughnut principle (economics model)
There is a whole book about Doughnut economics I may read in the future.
Mission statement
The book stresses how important a mission statement is. Not only does it portray to the public who you are as a company, but it helps people within your organisation to better integrate themselves.
“Tell me and I’ll forget, show me and I may remember, involve me and I’ll understand.”
Sell a story
In this era, it is imperative to sell your product/brand by telling a story. People want to know how their things were created and the origins of your brand. It is much better when customers see a story to which they can relate to.
Even when in recession, we believe, that a good chunk of people thinks about doing the right thing socially and morally.
How does your brand make a difference? (Environmentalism, poverty, injustice…)
10 credos of marketing 3.0
Závěr
Values, vision, costumers relationships, stories and change - that is what Marketing 3.0 is about. The word change is perhaps the most important for us in the present day. We as teampreneurs have to be able to adapt to anything that comes our way if we want our projects and companies to be successful.
ATP
What do I use in my projects from this book? The most recent example is in Fluego, where we started to market ourselves on social media with the intent to introduce ourselves as people behind the brand, so telling a relatable story to our potential customers.
