E no Marketing 3.0, o que é que está em causa?

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No artigo What’s the buzz over the marketing 3.0 pode-se ler:

Marketing 3.0 includes a third dimension – ‘spirit.’ Organizations will need to define themselves not just in terms of products and profitability, but in terms of their values and larger connect with the community.

Marketing 3.0 in this sense, of a link between heart, mind and spirit to a company’s mission, vision and values is extremely relevant today – in the information age, people are no longer willing to take brands at face value. What consumers are saying is not just, ‘What are you giving me?’ but ‘Where do you come from?’ and ‘What is the impact of my buying?’ The new buzzwords are not just Value or Benefit, but include Authenticity and Social Impact as well.

Given the rise of more engaged consumers, the 3i model (identity, integrity & image) will be essential for all marketing practitioners to effectively handle positioning, differentiating and branding. Marketing 3.0 offers not just a concept, but detailed notes on how it can be implemented and practiced by corporates.

Richard Edelman, no artigo «Marketing 3.0 and the Mischaracterization of PR»,  sobre o livro de Kotler et al acrescenta:

 The marketer moves beyond transaction focus (1.0) and relationship focus (2.0) to collaborative work with stakeholders (3.0), employees, channel partners and consumers. The mission of marketing is broadened to include the impact on society, “beyond what happens in the private dealings of individuals and companies.” The American Marketing Association’s definition of marketing in 2008 now calls for “creating, communicating, delivering offerings that have value for consumers, clients, partners and society at large”.

Mais à frente, Edelman sublinha a importância de se repensar a visão com que se fica do trabalho do profissional de RP no livro fundador do Mkt 3.0:

Public relations, rather than being described as the motive force behind many of these developments, is instead used as the blocking dummy–for those of you non-U.S. football fans, that is the large bag held by your coach or teammate that you slam yourself into in practice to simulate techniques for the game. Try this one on for size. “We have observed that many companies undertake socially responsible actions as public relations gestures. Marketing 3.0 is not about companies doing public relations. It is about companies weaving values into their corporate cultures.” Or this whopper, “Some employees are ignorant of their corporate values or see them designed only for public relations.” Or the final insult, “In Marketing 3.0, addressing social challenges should not be viewed only as a tool of public relations…on the contrary companies should act as good corporate citizens and address social problems deeply within their business models.”

PR informs and connects companies/organizations with the new expectations of consumers, NGOs, employees and others in the stakeholder society. PR aligns—as Indra Nooyi, CEO of client PepsiCo states—“performance with purpose.” It is ironic that several of the best practice campaigns cited in Marketing 3.0 originated in public relations firms, including the Quaker Oatmeal’s ‘start with substance’ (PepsiCo: disclosure–a client and our program) which enables consumers to keep children from going hungry, or the Häagen Dazs effort to preserve the honey bee (work undertaken by Ketchum). As PR counselors, we sit in a privileged position, in intimate connection to new voices in the discussion, from civil society to activist bloggers to employees. PR is paid advocacy, but unlike other communications disciplines, it advances a brand/reputation by engaging–and being accountable to–audiences in real-time discussions. It’s disappointing and problematic that one of the most influential and brilliant academics has such a skewed understanding of PR. The widget on the right-hand side of my blog includes dozens of examples of how PR enables brands to provide immediate justification instead of immediate gratification—from Pepsi Refresh to tackling childhood obesity for the Dairy Management Institute. (…)

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