Posted by Timebusinesstoday.com – Diving into the world of marketing, who’s afraid! Before you dive deeper, it is very important to know the meaning of marketing itself. But, you need to start by getting to know the evolution of marketing.
Marketing can be summed up as the process of introducing goods in the form of products or services to consumers. It’s not just promotion, but includes all aspects that can create value for consumers in solving problems. Currently, it is recorded that marketing evolution has reached stage 6.0, so what are the differences between each of these evolutions?
Marketing 1.0: Focusing on Products
Marketing at this stage is marketing that focuses on the product itself. At that time, companies competed to create high quality products in order to attract the attention of consumers.
On the other hand, creating high quality products is also done to gain competitive advantage, where the products sold are different from similar competitors by adding as much value as possible to the product.
The strategy used in this marketing focuses more on the marketing mix or 4P, namely (product, price, place, promotion), where this is used to create customer satisfaction.
Examples of marketing 1.0 itself are “this item is 100% pure”, “this product is made from real cotton”, “this house is 5 minutes from the toll road”, and so on. The point is still related to the product.
Marketing 2.0: Focusing on Consumers
At this stage the focus of marketing has shifted to consumers, where the company no longer creates high quality products but places more emphasis on consumer habits to better relate to them. The strategy used at this stage is more directed towards the STP strategy (segmenting, targeting, positioning).
With so many different desires from each consumer, this makes companies compete to create products with various choices according to the target consumer.
An example of marketing 2.0 itself is the AQUA product which makes advertisements as if if they don’t drink enough of their product then consumers will be less focused. Or another example in the Kopiko advertisement, they chose the words “instead of coffee” which is consumer behavior.
Marketing 3.0: Focusing on People
At stage 3.0, marketing no longer talks about products or consumer behavior, but about social and environmental impacts. In the process, companies try to convince consumers to buy products that will have a social or environmental impact.
An example of marketing 3.0 is Nike products which are committed to using environmentally friendly materials. Or an example that we often encounter is a campaign for social action “if you buy this product it is the same as giving to those who are less fortunate”, “a pair of shoes that you buy will give you a pair of shoes for those who are less fortunate”.