Marketing Humano IV: Collaboration key

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We started this fourth installment of "Human Marketing" recalling the four "C": Believe, Trust, Collaborate and communicate. Today we focus on a major "C", to collaborate.

Is forced reference to Kotler and their 10 beginning of the new marketing”, it cites collaborative marketing and defines it as a marketing it evolves from transactional (1950) and relational (1980) and whose central axis is the collaboration with the client-the person- to jointly create new and unique ways to generate value.

We remember that in the beginning of the marketing, known as transactional marketing, the company defined and created value for consumers. The arrival of relationship marketing meant that the company should attract, develop and retain profitable customers.

But the great success of the "C" to work is that finally the company has people -customers- when designing and distributing their ideas. The company invites outsiders to jointly develop ideas which can then generate new services or new products. Only in this way phenomena are understood as Wikipedia, the largest collaborative encyclopedia that exists. Only in this way it means that we can choose the same model watch 15 bracelets of different colors. Only thus understood that exists in food stores can choose black chocolate with chili, with orange, with raspberry, with mint, with cinnamon, and over a mountain flavors.

People are no longer satisfied with buying a watch, we want a personalized watch, it is almost exclusively our.

The reality of web 2.0, a phenomenon collaborative by excellence, It has facilitated more direct contact between companies and people thanks to blogs, social networks and the increased use of storytelling as an element of emotional communication. If I try a new flavor of chocolate, I enter the web or blog manufacturer and give you my opinion. That costs me 30 seconds, when 20 years ago it involved a process of weeks.

If a brand convinces me for a very low price but bring me other values, for me it will be a simple commodity, but it will never reach the brand category, because it will lack the emotional bond.

This new approach to the business of business involves an increasing approach to people or customers, an area of ​​continued collaboration and positive. It is an opportunity that neither companies nor individuals should miss, one of the most human aspects of marketing.

But still we go beyond. The collaborative spirit should be moved from the address client-company collaboration between people.
The true human marketing, collaborative, It poses a humanist universal principle of collaboration between people based on knowledge, respect, synergy and spirit of personal development, growth and learning.

Let us not only at the enterprise level or market, the new marketing is not just about a change of direction, but moving to new dimension, relational and conceptual.

We will be pending mention the last "C", communicate the. Without fail next week. Do not forget to follow the debate on Twitter with the hashtag #marketinghumano

Guillem Recolons and Paul Adam / Personal brand consultants

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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