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“The next countries investors will flock to are…the Philippines, Indonesia, Thailand and Sri Lanka in Asia.”
-Ruchir Sharma, Breakout Nations.
THE PHILIPPINES, JULY 25, 2012: The growth of the Philippines, which recently rose by 7%, marks a new era for the country, Asian Marketing Federation founder Hermawan Kartajaya said in a speech to a roomful of Asian marketers.
As the landscape is changing, marketers have to be innovative all the time to maintain their differentiation, Kartajaya said.
However, innovation is not just limited to invention but it’s also about more new ideas. It is in this spirit that Kartajaya brings in a new approach to marketing that involves more than just answering the consumers’ needs and wants but also addresses the human spirit – marketing 3.0.
Bad marketing has seen customers being cheated on, looked upon as a target market, and eventually the victim of a marketing campaign. However, Kartajaya also said that the customer is not the king. Instead, he stressed the importance of seeing the customer as a friend, debunking the vertical trend in marketing and replacing it with a horizontal approach.
The core essence of marketing 3.0 is the “human spirit” – understanding the customers’ anxiety and desire, and addressing it. Companies will stand out for caring about the human as a whole rather than just caring about the person buying the product.
In Kartajaya’s book with Philip Kotler and Iwan Setiawan, “Marketing 3.0: From Products to Customers to the Human Spirit”, the 3i model is introduced – brand integrity, brand image, and brand identity. This model, along with the PDB model (Positioning, Differentiation, Brand), will clearly define the brand’s unique identity and strengthen it with authentic integrity to build a strong image.
When asked about marketing 3.0’s relevance, Keratajaya confidently replied, “Marketing 3.0 will be relevant until 2035.” Addressing the spirit is the highest point in marketing hence, marketing 4.0 is only needed when robots dominate the world, he said.
Kartajaya was one of the keynote speakers in Asiannovation 2: Unleash the Asian Marketing Masters conference last June 19-20, at Makati Shangri-La Hotel.
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