In a constantly changing marketing landscape subject to
unpredictable interactions between market forces, it is necessary to be updated
on emerging trends and practices in the field of Marketing. According to a Philippine
Marketing Association (PMA) official, it is crucial to be always a step ahead
and to always ask “what’s next” in order to maintain competitiveness.
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| Hermawan Kartajaya |
“It’s every marketing
professional’s responsibility to be aware of new developments and trends in
marketing to be able to grow and sustain the business and even become globally
competitive,” explains Gwenn Albarracin, PMA President, adding that practices
aren’t always timeless and professionals may be employing strategies that are
no longer applicable or may need certain tweaks to be effective.
She
shares that there are a lot of promising new theories in the field that may change
or re-define marketing practices. Among which are ‘Marketing 3.0’ and ‘New Wave
Marketing’ espoused by the Founder and CEO of MarkPlus Inc. – a leading marketing
professional service firm (Consulting, Education, Research, Media) based in
Indonesia and Malaysia – Hermawan Kartajaya.
“Kartajaya
perceives changes in the business landscape as an indication that marketing has
turned from vertical to horizontal; that it should no longer be viewed from a
top-down perspective but should be seen as a level playing field instead,” adds
Albaraccin.
Described
as a unique combination of practitioner and theorist, Kartajaya has written
several international books and has even co-authored some with the Father of
Modern Marketing, Philip Kotler.
His co-authored book, Marketing
3.0: from Products to Customers to the Human Spirit, explains that there are
three forces that set forth the birth of Marketing 3.0: The Age of
Participation and Collaborative Marketing, The Age of Globalization Paradox and
Cultural Marketing, and The Age of Creative Society and Human Spirit Marketing.
It also describes Marketing 3.0 as the period by which practices are very much
influenced by changes in consumer behavior and attitude.
He
will be among the speakers in the upcoming Asian Marketing Conference to be
held on July 19-20 at the Makati Shangri-La Hotel. Albaraccin says that
Kartajaya’s insights will be helpful in understanding how practitioners and
business owners can adjust strategies and practices in response to political,
technological, socio-cultural, economic changes in the business scene.
As
one of the “50 Gurus Who Have Shaped the Future of Marketing” by the Chartered
Institute of Marketing United Kingdom, sharing theories and experiences has been
a fact of life for Kartajaya, “I have been speaking in several marketing
conferences since 1995 in US, Asia, Europe, and Australia. In fact, I have been
in the Philippines several times already for various speaking engagements.”
He
claims that global marketing practice has a lot of shortcomings. “There are
generally a lot of bad practices that we should slowly do the correction. I
hope that the attendees of the upcoming Asian Marketing Conference will be part
of correcting these bad practices and become aware that Marketing is shifting
from ‘vertical’ to ‘horizontal.’”
Albarracin
encourages marketing practitioners and key decision-makers to take part in this
opportunity to learn from globally-renowned experts and interact with fellow
practitioners. “As marketing professionals, we need to play an active role in
advancing our knowledge of the craft and be able to better conquer its
challenges,” she concludes.
For more information about the Asian
Marketing Conference, kindly visit www.asianmarketingconference.com
or call +632 634-5722.
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