New Faces of Marketing In The Era of The Web: From Marketing 1.0 To Marketing 3.0

Erragcha, Nozha; Romdhane, Rabiaa

doi:10.17722/jorm.v2i2.46

Cited by 37 publications

(30 citation statements)

References 24 publications

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“…These factors result in individuals feeling pressure to become local citizens as well as retaining their local citizenship. Therefore, paradoxes like the two mentioned above result in anxiety and intertwined values in persons' minds (Kotler et al, 2010;Erragcha & Romdhane, 2014). Evidently, these two paradoxes are not the only paradoxes that are important for the rise of Marketing 3.0, but they are the two most prominent ones (Kotler et al, 2010).…”

Section: The Age Of Globalization Paradoxmentioning

confidence: 95%

“…Generally speaking, it is expected that a company that efficiently implements Marketing 3.0 techniques does not only attract and retain a loyal customer basis, but also helps to make the world a better place (Cronin, Smith, Gleim, Ramirez, & Martinez, 2010;Kotler et al, 2010;Rettie et al, 2012;Erragcha & Romdhane, 2014). Furthermore, developing a sustaining brand by solving consumers' anxieties is hoped-for (Kotler et al, 2010;Meffert et al, 2010;Erragcha & Romdhane, 2014). Additionally, Marketing 3.0 aims at saving money in the long run and increasing efficiency by listening to the customers' voice rather than forcing product offerings on them (Kotler et al, 2010;Susilo et al, 2015).…”

Section: Dennis Warrinkmentioning

confidence: 99%

“…Rather, it aims at gaining environmental and societal value by supplying meaning as the future value p roposition in marketing (Kotler et al, 2010). It acts on recent findings that psycho -spiritual benefits are the most essential need of consumers and therefore might represent a crucial, effective differentiation and competitive advantage a company can establish (Leonidou et al, 2013;Erragcha & Romdhane, 2014). Marketing achieves this object by implementing marketing on a spiritual level (Kotler et al, 2010).…”

Section: Objectivementioning

confidence: 99%

“…Additionally, it should be stated that nearly all of these references share the opinion that cocreation with various stakeholders, especially consumers, is a crucial part of this marketing era (Kotler et al, 2010;Malhotra et al, 2012;Erragcha & Romdhane, 2014;Kimmel, 2015;Susilo et al, 2015). Since all these concepts share the same overall goal, they will all be taken into consideration for the further assessment of this paper in order to come up with a comprehensive and critical analysis of what this new emerging marketing era entails.…”

Section: Objectivementioning

confidence: 99%

“…One paradox is, that globalization literates, while simultaneously putting pressure on nations and people globally. (Kotler et al, 2010;Erragcha & Romdhane, 2014). Next to that, globalization is calling for economic integration but is not creating equal economies, creating both globalism and tribalism (Stiglitz, 2002;Kotler et al, 2010).…”

Section: The Age Of Globalization Paradoxmentioning

confidence: 99%

See 4 more Smart Citations

The Marketing Mix in a Marketing 3.0 Context

Warrink

2018

IJIED

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

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Section: The Age Of Globalization Paradoxmentioning

confidence: 95%

Section: Dennis Warrinkmentioning

confidence: 99%

Section: Objectivementioning

confidence: 99%

Section: Objectivementioning

confidence: 99%

Section: The Age Of Globalization Paradoxmentioning

confidence: 99%

See 3 more Smart Citations

The Marketing Mix in a Marketing 3.0 Context

Warrink

2018

IJIED

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Future ICTs: Present Trends for Future Developments

Issa

Isaías

2015

Sustainable Design

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Semantically-Enabled Optimization of Digital Marketing Campaigns

Cutrona

Paoli

Košmerlj³

et al. 2019

Lecture Notes in Computer Science

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Digital marketing is a domain where data analytics are a key factor to gaining competitive advantage and return of investment for companies running and monetizing digital marketing campaigns on, e.g., search engines and social media. In this paper, we propose an endto-end approach to enrich marketing campaigns performance data with third-party event data (e.g., weather events data) and to analyze the enriched data in order to predict the e↵ect of such events on campaigns' performance, with the final goal of enabling advanced optimization of the impact of digital marketing campaigns. The use of semantic technologies is central to the proposed approach: event data are made available in a format more amenable to enrichment and analytics, and the actual data enrichment technique is based on semantic data reconciliation. The enriched data are represented as Linked Data and managed in a NoSQL database to enable processing of large amounts of data. We report on the development of a pilot to build a weather-aware digital marketing campaign scheduler for JOT Internet Media-a world leading company in the digital marketing domain that has amassed a huge amount of data on campaigns performance over the years-which predicts the best date and region to launch a marketing campaign within a seven-day timespan. Additionally, we discuss benefits and limitations of applying semantic technologies to deliver better optimization strategies and competitive advantage.

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New Faces of Marketing In The Era of The Web: From Marketing 1.0 To Marketing 3.0

Abstract: Abstract-

Cited by 37 publications

References 24 publications

The Marketing Mix in a Marketing 3.0 Context

The Marketing Mix in a Marketing 3.0 Context

Future ICTs: Present Trends for Future Developments

Semantically-Enabled Optimization of Digital Marketing Campaigns

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