Marketing - Messaging

In his recent book Marketing 3.0, Philip Kotler differentiates key shifts in marketing messaging that have taken place over the past half century and that continue to evolve today. Message shifts that has considerable significance for practice owners who seek a competitive advantage in challenging markets.


He defines marketing 1.0, 2.0, and 3.0 as an evolution in messaging from being product -centric to consumer-centric to a centricity that touches the hearts and spirits of others. 


It represents a shift from the what of practice beyond the how of practice to new fertile territory that considers the why of practice. 


It is the why that touches hearts. It is the why that challenges a practice's integrity, its mission, vision, values, and beliefs. It is a why that challenges old marketing strategies, tired "me to" marketing messages, and the web content of virtually every practice website in the nation. 


It is no longer about the alphabet of credentials following the names of professionals or the self-aggrandizement of providers all claiming to be "uniquely qualified", and "special" complete with evidence and outcomes. It is now simply about the value (not necessarily quality) brought to the community serviced. It is about how the values of the organization aligns with the values and priorities of the people it serves. It creates an environment in which there is little place to hide. An environment in which integrity it everything. Its about walking the talk all of the time. 


In my experience in the sectors of institutional practice, private practice, and nonprofit humanitarian organizations, Marketing 3.0 rings true. For the few truly progressive practices it is the crystal clear tone of opportunity; for most others, it is the final tolling bell that marks a passing. 


Does your market messaging speak of opportunity or passing?


All the Best!


Bob


(c) Copyright 2010 
Performance Builders