The advertising business is highly dynamic and marketers are challenged all of the time to come up with creative approaches to increase brand awareness, marketplace share and sales. It truly is thus important to keep up with new advertising ideas and techniques created over time and this really is where New Wave Advertising and marketing comes in.
According to Hermawan Kartajaya, an extremely regarded advertising and marketing guru from Asia – Indonesia, the famous nine principles of marketing, as all of us have learned to know and applied in our marketing and advertising techniques, must be revised and adapt for the modern day world these days and these new principles will probably be known as New Wave Advertising. Whether or not or not they’ll truly replaced the old terms from now on has not been announced.
Just to point out, The nine principles of marketing and advertising by Phlip Kotler also referred as “Legacy Marketing” are:
Segmentation,
Targeting,
Positioning,
Differentiation,
Marketing-Mix (Item, Price, Location, Promotion),
Selling,
Brand,
Service,
Process
12 C of New Wave Advertising and marketing
The new components or principles has now been termed the 12 C of “New Wave Marketing” and they’re:
Communitization,
Confirming,
Clarifying,
Coding,
Crowd-Combo (Co-Creation, Currency, Communal Activation, Conversation),
Commercialization,
Character,
Caring,
Collaboration
You will have the ability to realize the new terms greater with the illustration beneath and you are going to see that the New Wave Marketing and advertising is really a replacement of terms from the Nine Principles of Marketing.
Segmentation = Communitization
Targeting = Confirming
Positioning = Clarifying
Differentiation = Coding
Marketing-Mix = Crowd-Combo
Product = Co-Creation
Value = Currency
Location =Communal Activation
Promotion = Conversation
Selling = Commercialization
Brand = Character
Service = Caring
Method = Collaboration
These new terms described the principles of Advertising far better than the previous terms and make a lot more sense inside the new globe right now. The alterations in info technologies especially the internet including social marketing has revolutionized how we communicate with 1 one more, making more opportunities as well as threats to all organizations.
The influence in the internet world also contributed for the evolution of Internet Advertising Methods and New Wave Marketing principles and a lot of large successful businesses that applied them have become productive firms.
Just like the 9 principles of Advertising and marketing that requirements adaption towards the new globe, we too should adapt to the New Wave Marketing and apply them to our organization to face this new world.
These New Wave Marketing and advertising principles, when applied, enables companies to reap enormous positive aspects, “getting high impact with low costs” with sustainable competitive advantage more than other people that have not applied it.
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