Marketing 3.0

In the age of participation, people create news, ideas, and entertainment as well as consume them. New wave technology enables people to turn from being consumers into prosumers.

ew wave technology consists of three major forces: cheap computers and mobile phones, low-cost Internet, and open source

Marketing 2.0 came out in today’s information age—where the core is information technology. The job of marketing is no longer that simple. Today’s consumers are well informed and can easily compare several similar product offerings. The product value is defined by the consumer. Consumers differ greatly in their preferences. The marketer must segment the market and develop a superior product for a specific target market. The golden rule of “customer is king” works well for most companies.

Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity

Now, we are witnessing the rise of Marketing 3.0 or the values-driven era. Instead of treating people simply as consumers, marketers approach them as whole human beings with minds, hearts, and spirits. Increasingly, consumers are looking for solutions to their anxieties about making the globalized world a better place. In a world full of confusion, they search for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision, and values. They look for not only functional and emotional fulfillment but also human spirit fulfillment in the products and services they choose.

The technology allows individuals to express themselves and collaborate with others

landscape toward Marketing 3.0: the age of participation, the age of globalization paradox, and the age of creative society

In a world full of confusion, they search for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision, and values

The only G-20 member in Southeast Asia, Indonesia is a nation where human centricity and the character of spirituality

Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and