Marketing 3.0

How long is the future
of marketing?

3/25/2012 VinishJoshi@yahoo.com

We underestimate the
long term and
overestimate the short
term in marketing ?


As we move from
world of scarcity to
world of abundance,
the face of marketing
will change forever


Abundance of
Information and
Bandwidth will give
birth to new models
of marketing.


In world of abundance
of information and
bandwidth, access will
define business models
e.g. Music, Books,
Travel, etc.

We are already
undergoing a shift
from Copy society to
Access Society


As we move from controlled to
open system

World of Access will
create Eco Systems and
reduce Ego systems


All Content in
future will
move to Clouds


People have started to
serve themselves
freely with content to
keep, share, and use
anytime, anywhere.


With more
technology advances,
faster access to larger
content stockpiles
will be inevitable


New business model
will evolve connecting
cloud and crowd


Consumers don’t pay
for platform e.g.
newspaper, they pay
for news (content &
editorial )and not
paper.

In future people will increasingly
consume content and editorial on
digital platforms.

Publications will save on printing
and distribution cost provided they
find a way to create value for
people to pay for the content and
editorial on digital devices.

People
empowerment will
shift control from
marketing forever


As relationships are
valued and limited by
nature , we will evolve
from being a Content
Creator to a Context
and relevance Creator

Content alone will
no longer be king.

Context and
Relevance will be
equally important.

This will force
marketers to
make a radical
shift from target
customers and
target consumers
to people

Interruption will be
replaced by
engagement and
attention will be the
new currency for
marketers

The distinction
between digital
and non digital will
wane as people
spend maximum
time connected to
IP devices

In this networked
society , every aspect
of human behavior
that was spent in
offline world will shift
to online world

What it will mean
to us in future is
that, we will
become people of
screen and Click on
the link generation

This always
connected
generation will
change the way we
look at four Ps of
Marketing forever

Products in future will
be about Bundle+++
and Up-sell


Product choices in
future will be made
basis emotion and
experiences and
product centric
mentality will give
way to a service and
experience mentality

Brands will create
virtual /augmented
experiences like
virtual travel trips in
future enabling people
to experience the
depth of ocean with
family and friends

Access is where the
money is in future and
business models will be
build around access


Immediacy
Personalization
Authenticity
Attention
In future people Interpretation
will pay for….. Accessibility
Embodiment
Find ability and
Scarcity

Phase1 – Music goes digital from LP to CD. World of music Phase2 – Challenge for
doesn’t change much same model of conceptualization, marketer as distribution
creation and distribution becomes free

Distribution models of future
will change beyond recognition

Phase1 – Books goes digital from Britannica to Phase2 – Content becomes decentralized that
CD. World of Books doesn’t change much changes centralized concept of Britannica

Education opened‐up
learning to multiple
delivery methods-
in‐campus, distance
learning ,e‐Learning
and m-learning

Promotion will be
about We and not
Me in future


Promotion in future
will be increasingly
about creating tools
that connect and
not campaigns that
isolate people.

World of marketing will
be completely reversed
from days of marketing
1.0 to marketing 3.0


Marketing 3.0

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