Clients Are Human Too

jorge / 08 February, 2019/

“Good marketers see consumers as complete human beings with all the dimensions real people have.”

Jonah Sachs

In 2010, the father of modern marketing Philip Kotler published Marketing 3.0: From Products to Customers to the Human Spirit, coining the term that is briefly explained on this article. In his analysis, it is argued that Marketing 2.0 began to suffer a profound evolution, since the discipline was moving towards more integrative and sophisticated procedures, on the grounds of ethical and social motivations.

In effect, it was mandatory to provide answers to the new challenges, and the concept of Marketing 3.0 was created to provide some answers. Resumed on three cornerstones, persons are, more than ever before, concerned about expressing their principles and values, technology continues developing at giant steps and there are issues related to globalization that demands our attention.

Following Kotler´s views, companies no longer compete as individual fighters, but as organizations that interact through a network of trustworthy associated partners. Having this in mind, fluid contact and cooperation between distinct firms, following the agreed guidelines on a clear framework, is a good starting point. Withal, this is not an easy task, since handling a partnership is a sensitive matter. In order to succeed, it is expected considerable doses of empathy and flexibility from both parts.

In today's world, clients got in their hands a good amount of technological tools to contrast the quality and price of a product on numerous platforms. Hence, the client sentiments about the brand are, in this case, more important than his real needs. This transformation implies that companies may treat their customers as complete persons with a human spirit, feelings and intelligence.

The adoption of Marketing 3.0 strategies implies that the client is not only a potential buyer interested on a product. Furthermore, the customer is a person with consciousness of the world that surrounds him, compromised with his society and concerned about his environment. It is in this context where a company needs to demonstrate its commitment and responsibility, building a relation with the clients based on common interests and cooperation. This is possible through different social network channels. It's highly recommended to businesses to get involved on different online platforms, in order to to boost a community which sympathies with the brand, stimulating emotional relations with the audience.

Organizations that operate on the grounds of Marketing 3.0 strategies can provide imaginative responses to complex issues. For example, by employing gamification techniques, the dynamics of playing games are integrated on the daily routine. It can be applied inside the business sphere to rise the productivity of the employees, but it could also be used externally, focused on creating special complicity with the clients.

Consequently, there should exist mutual connivance between the brand and the clients, who wish that the selected commodity and service satisfy them, not only pragmatically, but also at sentimental and spiritual levels. Short time after the publication of Marketing 3.0, a museum with the same name was opened in Bali, India. As it can be seen in their website, one of the main reasons for choosing that placement was to remark the spiritual character of Marketing 3.0 precepts.

As we can see, the idea of marketing has been transformed during the last decades. The three different visions are immersed on the foundations of marketing, such as positioning, production, price and promotion. What differentiate them are the distinctive perspectives, which are marketing actions focused on the product (1.0), on the customer (2.0) or the human being and his values (3.0). This evolution does not indicate us that the newer versions will substitute the older models. Instead, the aim is to complement each other. For instance, Marketing 2.0 does not question the importance of the product, but adds another dimension by emphasizing the role of the customer and his values.

Overall, marketing 3.0 stress the values of the society by supporting the creation of a better world, for example, by showing interest for the environment or contributing with a percentage of the profits on social projects. By doing so, firms become social agents for positive change, deepening on the connection between the business and the person in a multidirectional level.

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