{"id":675,"date":"2008-12-02T19:12:04","date_gmt":"2008-12-02T18:12:04","guid":{"rendered":"http:\/\/www.onlinemarketeer.tv\/onlinemarketing\/2008\/12\/02\/my-column-in-the-times\/"},"modified":"2008-12-02T19:12:04","modified_gmt":"2008-12-02T18:12:04","slug":"my-column-in-the-times","status":"publish","type":"post","link":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/my-column-in-the-times\/","title":{"rendered":"My column in The Times: about Kottler, 4 P’s and social marketing 2009"},"content":{"rendered":"

<\/a>\"thetimes_voorkant.JPG\"<\/a><\/p>\n

In the eighties, during my first marketing lessons, marketing and market influence were mainly focused<\/p>\n

on sales. Your product was invented, tested, updated and launched on a small scale to subsequently<\/p>\n

explode through the roof. The P of Place was the predominating P in marketing parlance. When we spoke about traditional marketing, we mainly spoke about mobilising as many channels as possible to \u00e2\u20ac\u02dcpush’ the product. Calculations further guaranteed success.<\/p>\n

A sales pitch was written and guaranteed conditions were stipulated. Of course, in these in-between channels, pull strategies already existed where the final customer was directly alluded to. Marketing was very simple: the customer will take the offer and pay. Then; after sales, after service and<\/p>\n

cross-selling occurred. Then all of a sudden saw the advent of the internet. Customers demanded more transparency, they wanted to be informed before<\/p>\n

they purchased a product in a store. Assisting customers and harnessing new relationships are new phenomena we have often seen in the<\/p>\n

last ten years. The CRM is the perfect tool for modern businesses. Relation marketing is the logical link for the current trend in social marketing.<\/p>\n

In 2009 the consumers won’t be pushed around. Social marketing is a means to support a socially involved organisation, but is also focused on developing a customer relationship. Social marketing doesn’t push a particular product, but will rather enable the customer<\/p>\n

to speak. He will now have the power to ascertain your organisation’s strengths and also be able to see<\/p>\n

if you can serve him through a channel. Deflecting marketing focus away from your core product will<\/p>\n

enable you to establish a social platform. A social what? A platform where you can let the customer<\/p>\n

speak his\/her mind. Today, brands are being made or broken online. Power no longer rests with<\/p>\n

the channel. It is in the hands of the organisation that creates a pleasant, open platform for its future and<\/p>\n

current customers. Traditional retail outlets, where previously you as a customer had to be, have been<\/p>\n

exchanged for communities and platforms where brands and suppliers hope they are shown in a positive<\/p>\n

light. Patrick Petersen is an independent Online Marketeer<\/strong><\/p>\n

\"thetimescolumnpp.JPG\"<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

<\/a><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the eighties, during my first marketing lessons, marketing and market influence were mainly focused on sales. Your product was invented, tested, updated and launched on a small scale to subsequently explode through the roof. The P of Place was the predominating P in marketing parlance. When we spoke about traditional marketing, we mainly spoke […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-675","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-online-marketing-bureau-atmost"},"_links":{"self":[{"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/posts\/675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/comments?post=675"}],"version-history":[{"count":0,"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/posts\/675\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/media?parent=675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/categories?post=675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.atmost.nl\/digitalonlinemarketingbureau\/wp-json\/wp\/v2\/tags?post=675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}