1. Initial summary
The following lines will present some characteristics that experts consider to be most important about the most significant changes and advances in marketing practices in current scenarios, immersed in the computer and information age.
These pages incorporate two perspectives of authors that for personal judgment are presented as essential because they are current documents, we are talking about the book Marketing moves, written by the professor in international marketing Philip Kotler, the second of them is about the book Maxi-marketing, a work that addresses the new way of doing business within a global context and the interactive and personalized relationship with customers.
It is an exercise that consists of concatenating both approaches at the points where they converge from our perspective, and deciding on the approximation of those aspects that from the scope of the new economy allow us to have a comprehensive vision from these works.
2. Introduction
In the first place and by way of contextualization, we will talk about the genesis of what until today has been considered the information age, we will talk about the network of networks, as Marshal Macluhan mentions in his work The Global Village, “when talking about the web is talking about the medium and the code itself ”.
Well, the internet was developed as a system to reach all the computers of the United States Department of Defense in a network so that, if an attack occurred, the surviving computers could continue to communicate and exchange data without requiring a "master computer Hidden somewhere.
Very soon, universities and similar institutions eagerly seized on this new technology, using it to exchange ideas and reports on their research. For their part, hobbyists and enthusiasts began exchanging facts and views through “newsgroups” or special interest forums.
From a marketing point of view, the most important development was the emergence of the World Wide Web, a network made up of tens of thousands of instantly accessible pages spread throughout the system, all linked by a cross-reference system called Hypertext.. At the beginning of the 90's, programs like Netscape appeared (known generically as web “browsers” that allowed to bring to the screen not only simple texts, but also attractive typography and photographs, even with audio and video.
Nowadays, an advertiser can establish an "address" through a site or server page, and then add the number of pages they want to it. Internet explorers have access to all of this by simply clicking on a word with the mouse. or key phrase.
In essence, there are three types of advertisers on the web: those who sell a product a catalog of products, directly, those who try to establish a brand, and those who combine the two functions (such as an airline that seeks to establish its brand and at the same time sells tickets).
On the other hand, the web offers two powerful attractions for advertisers: the fascination of interactivity and a relatively low advertising cost independent of the size of the audience.
In other media, getting twice the number of readers, viewers, or listeners almost always costs twice as much. But the cost of a page on the Internet is similar to the cost of a spectacular advertisement. This type of ad is there and costs the same, regardless of the number of people who see it. If by chance a fair or other similar attraction is installed nearby and the road fills with vehicles, the ad will be seen and read by many more people without costing us an extra penny.
In essence, the same thing happens when we establish an advertising site on the web. Up to a point, you pay the same regardless of the number of people who are interested in visiting it, therefore the cost divided by a high number of visitors can be very low.
So in the following lines we will try to present a general overview of how marketing strategies should and are adapting to this new way of doing business.
3. Development
"Clients are sensitive to price, there are new competitors, new distribution and communication channels, internet, wireless commerce, globalization, deregulation, privatization… the list goes on" (R., 2009)
Marketing evolves as does the other media that are around it - strategic marketing to holistic marketing (Universidad Interamericana para el Desarrollo, 2009) - and companies stop concentrating on their product characters to concentrate on customer characters including to all participants, who must collaborate in the value creation process.
The holistic theory implies seeking the understanding of the phenomena from the multiple causes that interact between them. How to see marketing and the consumer from a holistic perspective? The marketer must practice this profession considering the contexts, complexities and an object of study that can only be understood in its relationship with other systems and, if that were not enough, within a dynamic model. (Inter-American University for Development, 2009)
Holistic marketing effectively develops and manages a superior value system in which contributions to the offering and all products are integrated and integrated at a high level of quality, service and speed.
The new ideas come from the exploration of the client's cognitive space, the company's competence space and the collaborators' resource space, seeking the satisfaction of the current client.
The benefits that a client seeks to find are in two dimensions:
From product-based offers to results-based offers and contribution.
From mass market offerings to personalized market offers (Stan Rapp, 1996).
New models of marketing and customer interaction are created which consist of digital and physical offers, intangible and tangible offers, feature and intelligence offers, content offers.
The internet has great value for the customer, because it allows a large amount of information to be stored as well as being able to search and find it when the person needs it. Companies use this communication model to create a greater bond between the customer and the brand so that they can learn more about them.
Through these portals we can make purchases directly to the warehouse and the most impressive thing is that it arrives at the house and discounting directly from the consumer's form of payment.
" Business leaders are focusing on the potential impact of the internet on the market and on future business conduct " (Philip Kotler, 2002)
The internet like other technological changes have contributed to many people talking about the new economy and the old economy. The new economy could appropriately be called the economy of now or the next (R., 2009).
“Companies need to retain most of the skills and competencies that have helped them be successful in the past. But without pretending to grow and prosper in today's economy. " (Stan Rapp, 1996)
In the digital economy, each company covers two types of markets: the physical market, that is, the market itself, and the virtual market, that is, the commercial space, thus managing to operate a company focused on the customer, because they recognize that customers are more important. than products, equipment and plants (Philip Kotler, 2002).
The problems presented in previous theories in marketing and in the distribution strategy model are found and analyzed.
Companies must make seven major changes to their business and marketing judgment if they are to operate successfully in the digital economy.
I. From goods for the elites to goods for all.
II. From manufacturing and selling to perception and response.
III. From the local economy to the global economy.
IV. From the economy of diminishing returns to the economy of increasing returns.
V. From business control to market control.
SAW. From mass markets to markets of one.
VII. From just-in-time to real time (R., 2009).
The concept of marketing and sales is replaced by the concept of holistic marketing or maxi-marketing, which integrates the three types of management: demand management, resource management and system management. "By doing this, companies can conduct their marketing activities on four platforms: market supply, marketing activities, business architecture and operational system" (Stan Rapp, 1996).
Consumers can now compare prices of competitors on websites, they can also mention how much they want to pay for a service or, companies also benefit from new media, publishing and informing consumers of their products online as well as receive information about what they want.
The companies believe that it is possible to expand and share value and it is considered that each group contributes to the creation of value that is, the markets created by the companies where they offer personalized services to a large number of clients using the internet, therefore these ideas said Previously, they come from the exploration of the client's cognitive space, which have two types of needs: existing and latent, where this space offers commercial opportunities to the seller and guides them to discover latent demand opportunities. Evaluate the company's space of competence, where the spaces of competition can be described in the extension of the company, which includes the infrastructure company, innovation and commercialization of products and customer relations.
When it is said that marketing has become satisfying the customer's need, and earning their credibility and trust, we speak directly that this is our center of attraction, this is where we must reach in different ways. Since the strategy that the client must adapt to the product is in vain, the new strategy focuses on the fact that the adaptation must be inverse, from the product to the client (Philip Kotler, 2002), due to the great competition and the wide market we must allow that customers interact with the product and, through communication strategies, inform us of how, where and when they want the product.
New options are generated whose alternatives that customers can select to meet their needs in a specific context or during a specific period of time. “Sellers can develop an option map by following three steps 1) assess the customer's consumption chain, 2) understand the customer's learning experience, and 3) develop offers” (R., 2009).
In general, strategic planning fails for two types of reasons: inappropriate strategy and poor implementation The strategy may be inappropriate due to inappropriate information gathering, the true nature of the problem has not been understood, it is unable to achieve the desired objective, it does not fit the organization's resources with the environment or is not feasible.
Likewise, there are three important factors that are shaping current markets: value for the client: operating as a company focused on the client, essential: creating new skills in the market to be better, collaboration: concentrating on balancing the interests of the participants (Stan Rapp, 1996).
In the analog economy, most companies operate in three different companies: innovation, customer relations, and the operations and infrastructure company, thus achieving that business capabilities have been substantially changed in the criteria of the companies to do so. big, make it better, make it fast, and make it different (Philip Kotler, 2002).
4. Conclusion
Like it or not, the market has changed dramatically. Demographic and lifestyle changes along with radically new communication technologies have dealt a tremendous blow to the body of marketing practices and the conventional approach to brand loyalty.
New concepts are emerging everywhere that need to be taken into account: the service economy, the information society and its famous superhighway), the torrent of extensions to product lines, new distribution options, the changing demographics of society, the shift from mass marketing to personal relationships with customers.
However, it must also be said that there are still opinions that question the triumph of these innovations and attribute greater weight to the fears and reservations that users of the web and its multiple tools still experience, given the informal conditions in those that are given online trading.
The good news is that there are already proven or very promising new ways to meet these challenges: innovations by companies and organizations fully aware that living in this new era requires new thinking and new paths to success.
5. Bibliography
Philip Kotler, DC (2002). Marketing Moves. Paidós Ibérica, SA
R., RC (April 11, 2009). Competing In The New Economy. Retrieved 2011, from Confidential Marketing Report: www.RobertoCerrada.com
Stan Rapp, TL (1996). maxi-marketing. Mexico: McGraw-Hill.
Inter-American University for Development. (2009). system Unit. Retrieved on April 12, 2011, from The holistic approach to consumer behavior:
