{"id":3231,"date":"2016-05-23T18:02:39","date_gmt":"2016-05-23T18:02:39","guid":{"rendered":"http:\/\/postcron.com\/en\/blog\/?p=3231"},"modified":"2018-01-26T14:13:57","modified_gmt":"2018-01-26T14:13:57","slug":"philip-kotler-advice-for-online-marketing","status":"publish","type":"post","link":"https:\/\/postcron.com\/en\/blog\/philip-kotler-advice-for-online-marketing\/","title":{"rendered":"27 Lessons from Philip Kotler, the father of Modern Marketing, to apply to your Online Marketing Strategies"},"content":{"rendered":"

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\"Philip<\/p>\n

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To obtain the best results from marketing techniques and apply them to your online positioning strategy<\/strong> there\u2019s nothing better than reviewing concepts<\/em><\/strong> and studying the most prominent authors<\/strong> of that area.<\/p>\n

It\u2019s no doubt that Philip Kotler <\/em><\/strong>is one of them! He is considered the \u201cFather of Modern Marketing\u201d<\/strong>, and provides us with important lessons that can be applied to your digital strategy.<\/p>\n

Before anything else, it\u2019s essential that you understand what relevance <\/em>Philip Kotler <\/strong>holds in Marketing<\/strong> as we know it today.<\/p>\n

Who is Philip Kotler?<\/h2>\n

To sum it up, this great North American Professor is the creator of Marketing as a field of academic study. <\/strong><\/p>\n

It\u2019s quite so! Thanks to Philip Kotler<\/em> universities all around the world now include Marketing in their academic programs. Born in Chicago, Illinois, this renowned author has been the International Marketing chair holder at Northwestern University since 1988<\/strong>, one of the most important business centers of study in the world.<\/p>\n

Below you can see some key information<\/strong> on this Modern Marketing Figure:<\/p>\n

\"Philip<\/a><\/p>\n

Principle Marketing concepts explained by Philip Kotler<\/h2>\n

As we said much earlier, to get the most out of Marketing and bring some real advantages to your business there\u2019s nothing better than reviewing the principle concepts <\/strong>from the mind of the most renowned scholar in the world:<\/p>\n

Marketing Definition Kotler<\/strong>: What is Marketing?<\/h3>\n

As Philip Kotler<\/em><\/strong> explains in his book Marketing Management<\/strong><\/a>,<\/strong> \u00a0\u201cMarketing is an administrative and social process through which individuals and groups obtain what they need and desire by the generation, offering and exchange of valuable products with their equals\u201d.<\/em><\/strong><\/p>\n

What is Segmentation?<\/strong><\/h3>\n

For Kotler and Armstrong<\/em><\/strong>, the authors of Principles of Marketing<\/strong><\/a>, segmentation is acknowledging that you can\u2019t serve all clients with the same level of satisfaction<\/em><\/strong>. This way, in order to provide the greatest satisfaction possible, it\u2019s necessary to define a \u201cTarget Market\u201d.<\/strong><\/p>\n

So, a Target Market \u201cconsists of a set of buyers who have common needs and\/or characteristics to those that the company or organization decides to serve\u201d. <\/em><\/strong>And this precisely points to advertising on Facebook<\/strong>, which offers detailed segmentation through personalized announcements.<\/p>\n

\u00a0What is Positioning?<\/strong><\/h3>\n

According to Philip Kotler<\/strong>, Positioning is making your target audience know exactly how you differ from your competitors. <\/em><\/strong>\u201cFor example, in Starbucks case, you will see that not only do they ensure that the coffee is fresh and that the product has what it takes, but also that they add so much more\u201d.<\/em><\/p>\n

So, as the author points out with the Starbucks example, \u201cTheir position is giving a better coffee, more varieties to choose from and a completely pleasant experience in a place where you\u2019ll enjoy having a coffee\u201d.<\/em><\/p>\n

\"Philip<\/a><\/p>\n

What is Marketing 1.0?<\/strong><\/h3>\n

In an interesting interview (you can find the video further below) Philip Kotler<\/strong> explains that there are 3 types of Marketing,<\/strong> which he defines himself in his book Marketing 3.0 From Products to Customers to the Human Spirit<\/strong><\/a>. The first of these is Marketing 1.0<\/strong>, which is the one that the majority companies currently work in.<\/p>\n

\u201cMarketing 1.0<\/em><\/strong> is noted for reaching clients\u2019 minds<\/em>\u201d, explains Kotler. \u201c1.0 companies do a good job, offer good quality products<\/strong> to people and generate earnings\u201d.<\/em><\/p><\/blockquote>\n

However, as we\u2019ll see below, there also exists many \u201cevolved\u201d ways to execute Marketing.<\/p>\n

What is Marketing 2.0?<\/strong><\/h3>\n

As Kotler explains in the aforementioned interview, \u201cSome companies decide to learn more about to who they are selling their products<\/strong>, set out to fabricate and sell quality goods<\/strong>, to understand their clients<\/strong> through the study of large databases and to offer them a differential service<\/strong>\u201d.<\/em><\/p>\n

This way, thanks to new digital analytical tools<\/strong> that spew out statistics,<\/p>\n

companies can define and analyze their client databases in order to know them better. And he concludes \u201cThrough these they study consumer behaviors and preferences in order to give them the best service possible.\u201d<\/strong><\/em><\/p><\/blockquote>\n

\u00a0What is Marketing 3.0?<\/strong><\/h3>\n

Lastly, Philip Kotler<\/em><\/strong> presents the most advanced form of Marketing, Marketing 3.0: \u201cOnly a few companies work in this instance. At this stage, it comes down to understanding that getting to know the client is much more than finding a person interested in your product\u201d.<\/em><\/strong><\/p>\n

As the author explains, \u201cIt\u2019s understanding that people are in an unstable world with economic and ecological problems which should be remedied\u201d.<\/em><\/strong><\/p>\n

The companies dedicated to Marketing 3.0<\/strong> operate on this unstable and problematic context with the goal of showing that they are interested in improving the situation.<\/strong><\/p>\n

Thereby, Marketing 3.0 <\/strong>doesn\u2019t only aim to sell products in the best way possible but to also to make the world a better place. Marketing 3.0 is providing: product, service and value.<\/strong><\/p><\/blockquote>\n

Finally, the author explains that the majority of current companies that are in Marketing 1.0 <\/strong>and it\u2019s recommended for these companies who want to advance in their methodology that they don\u2019t jump<\/em> directly to 3.0 but rather go step by step<\/strong> and include the 2.0 stage in their \u201cevolution\u201d process\u201d.<\/p>\n

Below you can see the complete interview in which Philip Kotler, the father of marketing manager,\u00a0<\/strong>presents his marketing definition and other fundamental concepts:<\/p>\n

https:\/\/youtu.be\/G-SWWeu4qvM<\/p>\n

Marketing Strategy Definition by Kotler<\/strong><\/h3>\n