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Ahmed SaifSchool Of eMarketing

Sch

ool o

f e-

Mar

keti

ng

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Modern Marketing is about how to influence the culture

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The History Of Marketing

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Marketing 1.0

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Product-Centric Marketing

•Sell Products

Objective

•Mass buyers with

physical need

Customers

•One to many

transaction

Interactions

•50S& 60s •(Product

Management « 4Ps)» 

•Product, Price, Place &

Promotion Marketing Direction

•People, Process, Physical

Evidence, Public

Opinion & Political

PowerMore Ps

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Marketing 2.0

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Customer-Oriented Marketing

•Satisfy & Retain the Consumer

Objective

•Smarter Consumer

with Mind & Heart

Customers

•One to One Relationshi

p

Interactions

• «Segmentation Marketing

Positioning » (Custom

Management)Marketing Direction 70`s & 80s (STP)

•Brand Managem

entMarketing Direction 90s & 2000s

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PositioningPosition along many dimensions:

•Product Attributes (Certs, with Retsin)

•Product effects (Rembrandt gets teeth 5X whiter)

•Price ("Budget Gourmet frozen dinners)

•User (baby shampoo vs. gentle shampoo)

•Usage (Coke in the morning)

•Relation to other products (7 Up is the uncola)

•Arbitrary ("Weekends are for Michelob")

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Marketing 3.0

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Objective: Make the world a

better place

Customers: Whole

human with mind, heart

& spirit

Interactions: Many to

many collaboratio

n

Marketing Direction: Culture

ManagementHow to

influence the customer

culture

Values-Driven Marketing

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Marketing 3.0

Mis

sion V

ision

Values

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DefinitionsMission:

Why your brand should exist in one simple statement

Vision: Where your brand will going in the

future

Values: The Moral values that you Instill it in

your employees in order to qualify them to achieve your mission

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Market the Mission to the Customers

Offer a Transformation Mission

Story that Moves People

Customer Involvement

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Mission Examples

Apple`s Mission: make the people enjoy the technology

Google`s Mission: Make the world`s data more organized and

accessible

Facebook`s Mission: Make the world more connected

Linkedin`s Mission: Connect the professional around the world

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Market the Values to the Employees

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Values Example

Cultural Value

Democracy Value

Collaborative Value

Creativity Value

Family Value

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Benefits

Attracting And Retaining Talents

Back-Office Productivity

Front-Office Quality

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Market the Vision to the shareholders

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Market the Vision to the shareholders

Shareholders Seeks the Profitability, Returnability &

Sustainability

All the above comes from strong Mission and supported by

integrity values

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Benefits

Shareholders

Profitability

Improved Cost

Productivity

Returnability

Higher Corporate Brand Value

Sustainability

Higher Revenue

from new

markets opportun

ity

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Improved Cost Productivity

Reducing Advertising Cost Significantly

Reducing Product Development Costs

Strong Values Makes the employees happier (more productive)

Living the Values in everyday Reducing the Training Costs

Reducing customer complaints costs

Reducing the costs & Risks associated with public backlash

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Higher Corporate Brand Value

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Higher Revenue from new markets opportunity

Companies that practice marketing 3.0 are most welcome in developing countries.

Governments will support the business in order to improve their people`s lives.

Support from non governmental organizations.

Sustainable practices earn customers admiration.

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Modern Marketing Action Steps

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Introduction

Trust Stages1 -Self Word of Mouth

2 -Trusted Word of Mouth3 -Normal Word of Mouth

4 -Advertising

Spam

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Purple Milk

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Step #1Be Remarkable

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The Magic Cycle of the Purple cow

Get Permission

Amplify the ambassadors

Let the people milk your cow

Recreate

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Step #2Smart Segmentation

Worldview - precise interest

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Step #3Smart Targeting

By Digital Marketing

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Step #4Tell a Story That has compatibility with

the chosen worldview And playing around suitable Frame

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Step #5Collect a Tribe

(Modern Leadership)

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Golden RuleCustomer is King

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Platinum RuleAuthenticity is the Best Marketing

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Marketing 3.0 For better life

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Success Rules

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Modern Marketing Generation

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***Modern marketing generation tribe

Facebook.com/ModernMarketingGen

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Ahmed Saif Websitewww.Ahmed-saif.com