Changing trends, lifestyles, and usage habits constantly drive the development of new marketing strategies. Reviewing the evolution of marketing, it can be categorized into distinct phases: production era, sales era, marketing era, brand era, consumer era, future era, and globalization era. After moving past the product/production, sales, and marketing phases, Bose outlines the development of marketing between 1850 and 1990 in four main periods, emphasizing the final phase as “customer-centric marketing.” This stage owes much to technological advancements, the proliferation of the internet, and globalization.
Evolution of Marketing:
- Marketing 1.0 – Product-Centric Era: Dominated by a product-oriented sales approach, this era focused on mass production, epitomized by Henry Ford’s assembly line concept in the early 1920s. The idea was simple: produce and sell everything manufactured.
- Marketing 2.0 – Customer-Centric Era: The rapid dissemination of information and technology shifted the focus to customer preferences and demands. With the internet’s rise, the transition from Web 1.0 to Web 2.0 introduced interactive platforms, giving birth to social media. For instance, by 2010, Facebook surpassed 500 million users globally and was regarded as the most successful Web 2.0 application.
- Marketing 3.0 – Human-Centric Era: This modern marketing era emphasizes a “human-centric” approach, appealing to both the mind and heart. It marks a transition where consumers actively participate and engage with brands, shaping their strategies. The hallmark of this era is storytelling, where brands involve consumers as narrators, fostering deeper connections.
Example of Human-Centric Marketing: Pampers’ Welcome to Parenthood
Procter & Gamble’s Pampers brand exemplifies a successful human-centric Marketing 3.0 campaign with its Welcome to Parenthood initiative. The campaign aims to engage new parents emotionally while providing practical support.
Campaign Highlights:
- Pampers launched a 14-episode web-based video series featuring new parents discussing baby care topics such as diapers, potty training, and sleep routines.
- Videos were shared on Pampers.com and its Facebook page.
- The project was co-sponsored by Abbott, the producer of Similac and Beech-Nut baby products.
Key Features:
- Content over Promotion: Instead of aggressively promoting Pampers diapers, the series offers advice and assistance for new parents, creating content that resonates deeply with their audience.
- Social Media Engagement: Pampers uses platforms like Twitter to share user experiences, family stories, and joyful moments with children, avoiding direct product promotion.
- Practical Resources: The Pampers website focuses on providing valuable information about baby care, parenting, and child-rearing rather than solely showcasing products.
Campaign Results:
- The series garnered over 20 million views within three months.
- Positive perceptions of the brand increased by 15%.
- Purchase intent grew by 10%.
- Parenting bloggers highlighted the series, and user-generated content added significant value to the brand.
This campaign illustrates how a well-executed human-centric marketing strategy can yield remarkable results.
Sources:
- Hakan Okay, Good Marketing Practices (Istanbul: Mediacat, 2010)
- BOSE, R. (2002), “Customer Relationship Management: Key Components for Its Success,” Industrial Management & Data Systems, Vol: 102, No: 2, 89-97.
- Uğur Batı, Strategic Brand Management (Istanbul: Brandage, 2013) 161-162.