Time passes and the fundamentals of modern marketing are changing. About 100 years ago, a business had absolute power over marketers. Companies could do whatever they wanted as they played a major role. They owned everything that allowed them to create a product. They were the masters of the situation. Marketers were only links of this chain. The share of marketing accounted for no more than 3-5% of the contribution to the ultimate success.
Production-oriented marketing 1.0 dominated. Marketers were actually service personnel for engineers, designers, technologists, and even workers. Any worker who created a product was more important than the marketer.
The Role of a Marketer
Today, more and more students want to be marketers. Everyone knows that to become an expert in this sphere, it is necessary to practice much. It’s possible by getting help of professionals of editing and proofreading – it will be easy to work and study. It is not surprising. The share of marketing contribution to business success has grown:
- In the second half of the 20th century, its share was already about 50%.
- The position of a marketer has strengthened. Consumers needed not just a product but a product that suited them best. Consumers began to need not just cars, but sports cars, limousines, SUVs. Only marketers knew what they needed.
- Anyone who did not take into account the opinion of marketers produced a product that was not of demand.
- Marketing has become a major business process. The rest of the business processes only served it. Many companies became bankrupt because they ignored marketers.
The Era of Marketing 3.0
The relationship between business and marketers reached the apogee in XX – XXI. In many industries, the share of marketing was 75-80%. Marketers have got a key advantage over the company as a whole. Without marketing, production and the whole company became unnecessary. If earlier the “money-commodity-money” scheme worked, then the “money-demand-goods-money” scheme began to work. As a result, marketing has become independent.
The changes associated with the transition to the era of marketing 3.0 will touch everyone. Only companies that know the basics of modern marketing will survive. For example, the legend of the mobile phone market Nokia had to leave. It was able to return to the market only after a reboot.
You can become a victim of marketing 3.0 or you can master it and be among the winners. In China, there is still a dominance of the epoch characteristic of marketing 1.0 and 2.0. As soon as China begins to move into an era of marketing 3.0, only companies that switch to marketing 3.0 will survive. The list of companies that have already been affected by the change is quite large.
Ideas Are the Basics of Modern Marketing
The fundamentals of modern marketing are ideas. Before, marketing was based on studying and meeting the needs. Now marketing is based on what creates needs and requirements. Ideas that are embedded in people create their needs and requirements. Ideas turn people into consumers.
A company should know how to generate interesting ideas. Otherwise, it won’t be able to attract consumers. Products and services in the modern world are just ways to realize ideas. Marketers play the role of generators and implementers of ideas.
Only marketers who know the basics of modern marketing can create demand. If there is no demand for the company’s products, it will not be able to sell well. There are two ways to master modern marketing. Marketers should read marketing articles and get expert advice.