By Marjorie Teresa R. Perez
As new developments and concepts have been incorporated into a philosophy of marketing, more attention has been directed toward a marketing viewpoint as a basis for successful operation of the firm. The marketing landscape constantly undergoes radical change. Just when we think we finally understand marketing, it starts a new dance and we must follow it as best we can.
Top marketers revealed the secrets of successful marketing during the recent 8th Agora Conference at the InterContinental Hotel Manila hosted by the Philippine Marketing Association (PMA) with the theme “Marketing as an Engine for Growth and Profitability.”
“This is the time to redefined marketing, otherwise it will be a dirty word,” stressed Hermawan Kartajaya, president of the World Marketing Association. He discussed “Marketing 3.0: From Products, to Customers to the Human Spirit” lifting concepts from his newly-written book, Marketing 3.0. Known as one of the “50 Gurus who have shaped the future of marketing, Kartajaya is a proven Asian marketing expert having written five international books with renowned marketing author and practitioner Philip Kotler.
Kartajaya strongly believes that the new wave of marketing is 3.0. “A company cannot create strategy if you cannot put change. It means [that if they want to create strategy] they have to adapt change in order to have impact to competition.” The Classic C in marketing, he added, company, customer and competitor now carries the fourth C, change – which should be incorporated in the strategic breakthrough model.
Companies need to go beyond a broad positioning to express a more concrete benefit and reason to buy. “Win the mind share before winning the market share. You will win the competition,” Kartajaya pointed out. Customer satisfaction bears 2.0 (heart), 1.0 (mind), and human spirit (3.0). “Customers would definitely need the human spirit, an honest company.”
Jess Dinglasan, relationship partner of IDS Philippines talked about expanding a company’s customer base through value chain logistics and distribution. A company can build a stronger relationship with its customers by offering useful tools to run their businesses better. “Aside from the other marketing mix elements (product, packaging, promotion), the fourth P is place. In the Philippines, place is a very challenging fourth P. It saw the desire of consumers to have access to the brand.”
Pay attention to place, you can easily grow the top line. “You need to do it with optimal efficiency and cost effectiveness,” Dinglasan added. Today’s companies are shifting their emphasis from finding customers to learning how to keep and grow them. As more companies master the art of satisfying and retaining customers, it will become increasingly harder for companies to attract new customers, forcing companies to master the art of creating loyal customers.
This leads to another talk of Dustin Andaya, marketing director of Island Rose.net on his topic “Maximizing Sales Conversion: Turning Guests into Customers.” “Internet is not bounded by geographical limitations. It’s the level playing field. In short, marketers must find a way to measure individual customer profitability,” said Andaya.
To further “loyalize” clients, Andaya said the compelling business offer include a clear and unique preposition; provide customers into a landing page (clear and straight to the point); confidence and credibility; call to action available; brand domain, order and process (quick and simple); minimal information; review things; convenient payment options; promote website in search engine (paid search and standard ads).”
Andaya suggests to get the word out – promote, promote the product! He said the revolutionary impact on the marketplace and marketing practice of the new technologies – the Internet and the New Media – help companies see the importance of shifting their organization from being product-centered to becoming market- and customer-centered.
Alaska Milk Corporation’s vice president for marketing Ma. Belen “Blen” Fernando imparted her thoughts on the topic: “Marketing as Innovation.” When brand evoke the characteristics of innovation they are more likely to stand out in today’s cluttered marketplace. In a 24/7 blizzard of white noise, point of difference is no longer just a marketing catchphrase, it’s a matter of life and death. And innovation sells.
“There are four essential ingredients of innovation. One, must be a changed agent. It’s easy to say new but better to change new. Two, must be value creator. Something new is better than what exists. Third, must be wealth creator (economically viable) and finally the fourth must have a widespread appeal (leader). Not all inventions are innovation, and not all innovations are awesome to be inventions.” said Fernando.
Innovation, according to her, must be properly used. “Innovation + marketing + key driver of growth. Add another dimension of innovation – disruption is not anarchy. It is a strategically-directed shake-up. Why disruption? Because we cannot outperform a marketplace if we adhere to its conventions.”
