I watched marketing session with Dr. Philip Kotler video. I learned and got fundamental insight about  business development strategy. In new strategic marketing management, there are strong relation between strategic marketing and business development. Both are aligned in growing your business.

Periods of marketing strategy

If you are marketing learner, I am sure you have found in marketing journal or marketing book (one of them is Kotler’s book) that now is the marketing 3.0 era. 

Let me inform you, there are periods for types of marketing strategy: 

1.Marketing 1.0

In this period, brand owners are only focus on how to put their brand (or product) in customer mind. They compel and tell his feature of product to customer without consider customer’s need. So, in this era you eventually found that marketing strategy is based on product-centered.

2.Marketing 2.0

In this marketing phase, brand owners change their focus to customer’s need. They try to catch customer’s heart.

As a consequence, they start to focus on marketing research and find what is customer’s want. Then they provide these.

Hence in this era this marketing strategy is called customer-centered marketing. 

3.Marketing 3.0

This is the era. All about marketing activities is around spirit. For this reason this time we call it values-centered marketing.

Now, I am studying this. If you are novice marketer or beginner or marketing learner like me, it is important to learn this knowledge. 

Marketing ideas or you can name it marketing approach is always change. Marketing scheme is always develop. It grows because of following or adjusting the environment, for examples: impact of digital technologies and social media, cultural changes, etc.

That’s why I always write in this marketing knowledge for beginners  to document things that I have learned.

Afterward, I will describe you about marketing strategies adjustment. 

Samples of marketing strategies adjustment

Based on Marketing 3.0 ideas, I will explain you some of new marketing strategies. I give you description of previous marketing strategy against new marketing strategy.

1.Before: marketing is performed to provide lead for salespeople.

Now: We must do solid marketing research so that we can associate marketing activity and sales activity then align them both. Thus, we can consistently add value in both activities.

2.Before: Companies focus on pushing their feature of product or service at prospects or customers without considering whether the customer is really need or not.

Now: Companies focus on reaching people, reconnect with them, intentionally engage with them. By doing this the companies know completely what is costumer’s need so that they can deliver a proper solution to the customer, make them happy.

Furthermore, companies know complaint of buyer so that they can respond and give a correct resolution to the customer.

The conclusion is : there are marketing shifting from focus on marketing operational to focus on customer.

3.Before: There is a gap between product creator (manufacturing team) and marketer.

Now: Marketing Department is involved in creating new products, new services, or new solutions in term of business development things like propose new features of current product according to customer’s need, building new opportunities from develop new product or new service, become facilitator between customer and company, etc.

Marketing department is also engaged with financial department to formulate cutting the unnecessary budget. Marketing department is also involved together with product management team to decide dropping unprofitable product and creating the future product.

4.Before: Marketing was utilized in daily activities according to system-based approach only. The marketer did those marketing activities only to achieve the company’s target without considering customer behavior, customer need, customer complaint, and so on.

Now: Marketing is more human and give emotional values with more personally engagement. Social media marketing is one of marketing strategies which have to be implemented for the sake of this. I have written about social media which is entitled step to perform social media marketing.

With this adjustment and adaptation, you can run your marketing strategies. There is thing to remember, even though you implement new marketing scheme, do not forget basic marketing theory. 

You have to run the marketing activities based on this fundamental marketing concept. Kotler has introduced fundamental marketing concept, if you perform the activities based on this you have correct direction to your goal. Next, I will document the basic theory of marketing. 

Fundamental marketing concepts

I found that marketing concept which is expressed by Philip Kotler is very essential. This is a fundamental marketing theory. I really like his thought. I think it is very tactical so that you can market your business with some new marketing design based on this approach.

The theory is: Create, Communicate, Deliver, Value, Target market, Profit. 

It means create, communicate, and then deliver the values to your target market then get profit.

There are three manners which is compulsory to run this theory, they are:

-Creating value.

It is related to product management. Marketing can collaborate with product management team to develop great product based on customer request (result from marketing research).

-Communicating value.

This is one of the core activities of all people in your company (especially marketing team). You do such as brand management activities.

-Delivering value.

This is one of core actions too. It is related to customer management or CRM (customer relationship management).

These are basic theory and all marketing activities are based on this. This is marketing concepts that you must know. 

See you in the next articles. If you find this articles beneficial for you, please share this via social media at the sidebar or comment in the comment form below if you want to inform any marketing update.