Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles

Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles

Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain), María Pilar Martínez-Ruiz (University of Castilla la Mancha, Spain) and Alicia Izquierdo-Yusta (University of Burgos, Spain)
DOI: 10.4018/978-1-4666-7357-1.ch102
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Abstract

This chapter examines how social and economic changes of recent years have led to a new consumer profile. Furthermore, it explores how current responsible concerns regarding consumption, as well as a greater concern for welfare sustainability and the environment, are affecting purchasing behavior. With these ideas in mind, this chapter analyses how organizations have to evolve towards a new marketing paradigm in order to link to their customers emotionally. In this regard, the evolution of the marketing concept is reviewed—departing from a Marketing 1.0 paradigm, passing through a Marketing 2.0 paradigm—in order to understand how the so-called Marketing 3.0 emerged. The chapter concludes by analyzing the different rules that guide this new approach and how companies in the distribution sector are applying them in their daily activities.
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The New Economic And Social Context: Defining The New Consumer Profile

We are experiencing a time of significant changes. The world is going through a period of rapid and unexpected turbulence. The recent financial meltdown has increased the level of poverty and unemployment, thus reducing the rate of growth of developed countries. Meanwhile, economic power has been shifting to countries in the East, which are experiencing higher rates of growth. Moreover, climate change and rising pollution are forcing countries to limit the emission of carbon dioxide into the atmosphere, which is also imposing a higher burden on business.

These changes have a profound impact on the economic and social context. But it is true that their effect have been enhanced by two other factors such as: new technological development and the globalization process.

Technological advances have brought about huge changes in consumers, markets and society in general. Thus, since the end of the last century, information technology has been introduced into the market and further developed into what it is considered as a new-wave technology.

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