Marketing 3.0.: Jun 11, 2009

11.6.09

Marketing 3.0

From Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Marketing_3.0

Definition

• Marketing 3.0 is a term which describes a perceived third generation of integrated marketing communications solutions which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. • It has led to the development and evolution of web-based applications such as social-networking sites, video-sharing sites, wikis, and blogs. • As the web moves from 2.0 to 3.0, marketing as well needs to evolve to embrace new technologies, attitudes and behaviors that are shaping our social digital lifestyle. Marketing must follow the way we interact, inform ourselves, the way we buy and consume products and services.

Characteristics

1. Social media will continue to grow to new users and usages fulfilling individual’s needs to gain momentum and become the branding underground. 2. TV viewership is declining. 3. Old-school ad campaigns focused mainly on print, radio, and, in particular, televisions aren’t nearly as effective as they once were. 4. Today’s Consumers… is intelligent, knowledgeable, demanding, empowered, has no loyalty, skeptical, accessible, more powerful, and connected. 5. “Word of mouth” is driving fast today’s consumer behavior process and directs his attitude toward brands (products, services, countries, causes and persons). 6. “Consumer Behavior” is straightforward and easy to understand. 7. “Mass Marketing” is alive and its objective switched from to change Consumer Attitudes to change Consumer Behavior via capturing and rewarding consumer attention. 8. “Brand dialog” Consumers want to have Conversations with brands in multilayered experiences. 9. “ROI “is redefined to say Relevance to consumer’s life stage, Originality and creativity in messaging, Impact and how closer brands engage with consumers lifestyle. 10. “Touch Points” are on the move, cluttered and competitive, a very different set of tools, concepts and practices is considered necessary. 11. “Brand friends” and advocators not to lour traffic to an outlet or a microsite. 12. “Brands that Inspire and empowers” not brands endorsed by –today- celebrity

References & Applications

http://advertiser-in-arabia.blogspot.com/2009/05/sign-spinners.html

http://advertiser-in-arabia.blogspot.com/2009/04/best-practice-of-site-takeovers.html

http://advertiser-in-arabia.blogspot.com/2009/06/qr-code-living-book.html

http://www.hoffmanlewis.com/PBA_EBook_3_2009.pdf

http://advertiser-in-arabia.blogspot.com/2009/06/reversevertising-hbo-gets-its-fangs-out.html

Reversevertising::: HBO gets its fangs out for True Blood

Advertising can be a bloody nightmare, especially if HBO has anything to do with it. The broadcaster is behind a selection of faux adverts aimed at generating publicity for the second season of vampire series True Blood about to be screened on HBO.

It convinced household brands such as Mini, Gillette and Harley Davidson to roll out adverts with a gothic twist. All brands targeted were big, iconic advertisers that were felt to be a good fit with the True Blood series.

Mini showed a Count Dracula clone leaning out of the car window; Harley Davidson encouraged vampires to “outrun the sun” and Gillette went with the strapline ‘Dead Sexy’. Perhaps the most innovative was job site Monster’s: ‘If you sleep in a coffin, it’s easy to think outside the box’.

HBO says the campaign works because the adverts are not what you would expect from these brands – it catches people by surprise. Each advert gave a unique URL that directed traffic straight onto the True Blood website.

HBO also bought up Bloodcopy.com, a website loaded with all things gothic, from Campfire last year. Fans of the True Blood will be able to interact and watch specially created videos promoting the series on the site.