Unicist Marketing Strategy: a Functionalist Approach
The research on the functionality of human intelligence, developed at The Unicist Research Institute, allowed demonstrating that people’s actions are driven by the concepts they have in their mind. This led to the development of unicist marketing strategies that use conceptual marketing technologies.
Conceptual marketing is based on managing the root causes of buying processes and the use of binary actions, catalysts, and marketing objects to influence and accelerate buying decisions.
This is synthesized in the marketing strategies that are based on the products or services that are being marketed, on the development of competitive strategies -based on the market and the competitors- and on the unicist conceptual segmentation that allows defining profiles and market clusters. The use of these marketing strategies increases notoriously marketing effectiveness. Learn more
They include the development of the unicist functional design that uses:
- Binary Actions to ensure results
- Business Catalysts to expand businesses and accelerate processes
- Business Objects to optimize processes
The Use of Binary Actions in Marketing
Binary actions are two synchronized actions that expand markets while they ensure their results. Therefore, influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes. The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.
Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution. Some examples will help to grasp the idea:
- The active function and the energy conservation function of the intelligence of a tree drive its growth and survival.
- Lift and propulsion make airplanes take-off and fly.
- The cover and the back-cover define the functionality of the packaging of a book.
- The music and the lyrics of a song define its aesthetics.
Binary actions in marketing:
- Empathy + Sympathy = Commercial Influence
- Latent Needs Satisfaction + Urgent Needs Satisfaction = Sales
- Marketing + Sales = New Customers
- Buying Argument + Selling Argument = Complementation
- Aesthetics + Credibility = Desirability
- Brand + Product Differentiation = First Choice Positioning
The success of sustainable marketing fully depends on the use of binary actions that include catalysts.
The Use of Marketing Catalysts
Marketing Catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing.
Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable.
Some examples will help to grasp the idea:
- The GE Open Innovation works as a catalyst for the GE Business
- Special offers are sales catalysts
- The direct publishing alternative is a catalyst that expands the business of Amazon.
- The Deep Blue chess-playing supercomputer versus Garry Kasparov in the 90’s was an equity catalyst for IBM
These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies. The levels of acceleration catalysts introduce in marketing processes depend on the specificity of their functions:
- Generic Catalysts accelerate the marketing processes of products included in a brand. Their acceleration is low.
- Systemic Catalysts accelerate marketing processes of a category of products or services. Their acceleration is medium.
- Specific Catalysts accelerate marketing processes of specific products. Their acceleration is high.
- Conjunctural Catalysts accelerate marketing processes of specific products in specific segments. Their acceleration is very high.
It was demonstrated that while 100% of the successful marketing actions were sustained by binary actions and catalysts, 100% of the failures had insufficient catalysts. The use of binary actions and catalysts is a must in marketing.
The Use of Marketing Objects
The unicist marketing technology has been developed to include the use of objects in the buying process in order to ensure the critical mass of the processes.
These objects produce basically three noticeable effects:
- They allow having the necessary critical mass to trigger the buying process
- They accelerate the marketing process to shorten the time between the marketing stimuli and the buying action
- These objects allow saving energy in the marketing processes which makes them more efficient
Some examples will help to grasp the idea:
- (IBM) – Commercial Objects are implemented to install ideas in the mind of the potential customers.
- (ROLEX) – Branding Objects are commercial catalysts that may have a conjunctural, specific, systemic or generic functionality.
- (ABB) – Semantic Objects are used to install meaningful knowledge in the market.
- (O’REILLY) – Semiotic Objects are installed to guide and influence buying processes.
Unicist Functional Design
The unicist functional design is based on anticipating, planning, designing, and managing business processes and their consequences using binary actions, business objects and catalyst to ensure results. Unicist functional design is the unicist logical approach to design solutions in adaptive environments.
The unicist ontological approach is based on the emulation of the intelligence of nature. It allows designing maximal strategies to generate growth and minimum strategies to ensure results in adaptive environments.
Functional design introduced an upgrade in the design of adaptive business processes. While empirical design is based on the knowledge of the know-how of businesses, functional design is based on the integration of the know-why with the know-how.