While marketing has changed in shape and form over the years, what has remained constant are its basic principles. It’s still about creating a demand in the marketplace and then deploying adequate expertise and techniques to enable a brand achieve its objective. The concept of marketing, therefore, hasn’t changed. What’s changed is the context.
At the Mumbai round of the Pitch CMO Summit 2010, held on November 16, keynote speaker Sanjay Behl, CEO, Reliance Big TV, explained how marketing had evolved over the years from the traditional 4Ps of the Nineties to a more contemporary approach, which was about People, Purpose, Perspective, Protection and Participation.
Behl took the audience through the three phases of marketing – the pre-Nineties era (Marketing 1.0), the post Nineties era (Marketing 2.0), and the current 2010 era (Marketing 3.0).
While the traditional 4Ps (Place, Product, Price, Promotion) were relevant in the era of Marketing 1.0, Marketing 2.0 was about People, Positioning, Productivity and Profit. “We saw the opening up of the economy in this phase, Exim policies were relaxed, there was rise in consumerism and the economy was booming. With all the growth opportunities, the focus for marketers was on ROI,” Behl pointed out.
“Marketing 3.0 is what defines most brands and marketers do today,” he added. He then went on to explain the five biggest trends impacting Indian and global brands…
1- Touch world
Press a button and get any information you want. There were 6.5 billion people having a mobile phone and almost one-third of the world was currently present on the Internet, explained Behl. “Data bandwidths are exploding, and it’s just not about penetration, which is increasing. Very soon you will see High Definition content on the Internet… Earlier, we had 80-85 per cent of the bandwidth on email, but now, video streaming has increased dramatically,