A company is perceived to be migrating towards Marketing 3.0 when it moves from a consumer-centered approach ( Marketing 2.0 ) to a human-centered one, where financial results go hand in hand with corporate responsibility, recognizing that its customers demand not only functional and sensorial satisfaction, but also – and above all – spiritual satisfaction.
Typically, this type of customer is concentrated in the segment of the population that has chosen to adhere to consumer habits and personal attitudes of respect towards their fellow human beings, the environment whatsapp number philippines and the entire living universe; thus, they carry out their daily activities with a high degree of consideration regarding the impact they have on the planet, society and their immediate surroundings.
Where did the concept come from?
With the emergence of the Internet and mobile communication devices, in parallel with the observations of the deterioration of the living environment as a result of the direct action of man, the last two decades have seen an avalanche of profound changes in consumer behavior in the population in general, and in the younger segments in particular (the so-called millennials).
This new scenario encouraged some scholars to theorize about the natural impact that these changes would have on relationships between people, in order to suggest to economic agents in the business world some ways to adapt to the new times and take advantage of the revolution.
Among those who took on the challenge of understanding the new normal, the most prominent is Professor Phillip Kotler , recognized worldwide as the leading academic exponent in the marketing discipline. Together with his Indonesian colleague, Professor Hermawan Kartajaya, another distinguished international marketing guru, and senior consultant Iwan Setiawan, in 2010 they published the theoretical foundations in the book Marketing 3.0 – How to Attract Customers with Value-Based Marketing . A fundamental text, of enormous importance in the academic and industrial environment, which is still considered a reference on the subject.