Introduction
Ontology, as defined by philosophy, delineates the “being” of entities in the real world. Unicist ontology shifts this perspective by defining things based on their functionality. It views the real world as an adaptive system where functionality determines the nature of entities. It involves envisioning the real world as an adaptive system, which in business, is self-evident. Managing the causality of marketing through the unicist approach necessitates the expertise of a unicist marketing oncologist,.
About Marketing Ontologists
Unicist marketing ontologies are a specialty of unicist business ontologists. Their objective is to manage the nature of marketing processes, defined by their functionality. They address marketing processes to uncover the concepts underlying buying decisions, the comfort zones that define the framework of marketing processes, and the institutional values that drive B2B marketing and sustain the brand in B2C processes to ensure their effectiveness.
The activity of unicist marketing ontologies involves identifying the root causes of the functionality of marketing processes through their participation in these processes.
The causal approach to marketing requires an understanding of the root causes of buying decisions, which are based on the concepts people hold in their minds and the framework of the marketing processes.
In B2C processes, this entails identifying the concepts underlying buying arguments and the comfort zone that defines the framework of users’ experiences.
In B2C marketing, it also includes establishing the institutional framework that sets the necessary asymmetric and symmetric relationships.
Unicist marketing ontologists need to access the roots of buying decisions, which involve understanding the extrinsic functionality of products and services in each market segment defined by comfort zones, and the catalysts needed to open possibilities and close sales.
Depending on the type of business, product, or market, their work can be supported by any of the following technologies:
- Unicist ontological reverse engineering to find the functionalist principles and binary actions that apply to a specific product, service, and market.
- Unicist ontological reverse engineering to identify the concepts underlying buying decisions and the comfort zones that define their framework, based on the development of pilot markets.
- User experience studies to confirm the validity of the identified concepts.
- The use of semiotic groups to identify the clusters of comfort zones in the market.
- The use of the Unicist Conceptual Designer to design products/services, develop marketing processes, catalysts, and marketing objects.
- The use of available market information to uncover underlying functionalist structures, including existing data developed through quantitative research, qualitative studies, focus groups, etc.
Analysis
- Unicist Ontological Basis: By applying the principles of unicist ontology, unicist marketing ontologists focus not merely on the observable aspects of marketing but delve into its functional essence. This shift from traditional marketing strategies to a more profound, causal understanding mirrors the adaptation seen in fields like behavioral economics and complex systems.
- Functionality and Causality: Central to this approach is the identification of the root causes that drive consumer behavior and market changes. This isn’t just about what customers do, but why they do it—unpacking the underlying concepts and motivations.
- Technological Support: The use of specific technologies such as unicist ontological reverse engineering, user experience studies, and semiotic groups facilitates a deeper understanding of market segments and consumer psychology, enhancing the predictive and strategic capabilities of marketing efforts.
Practical Applications
- Product Development: Insights derived from unicist ontologies can direct product development to better align with the intrinsic needs and expectations of target markets, leading to products that resonate more deeply with consumers.
- Marketing Strategy: By understanding the fundamental drivers of consumer decisions, strategies can be tailored to trigger the desired responses, increasing marketing effectiveness.
- Market Segmentation: Advanced segmentation techniques, based on comfort zones and underlying buying concepts, allow for more personalized and effective marketing campaigns.
- Brand Positioning: Establishing a brand’s identity within the institutional frameworks and value systems of its target audiences can enhance loyalty and brand equity.
Synthesis
Unicist Marketing Ontologists are individuals interested in identifying the roots of marketing processes to enhance their effectiveness. They aim to add value to the market and increase the value of the products they handle.
Accessing the root causes involves uncovering the know-why that underlies the actions and opinions of the participants in marketing processes. Their core work consists of discovering the functionalist principles that drive buying decisions and the binary actions that enable these decisions.
The ultimate responsibility of unicist marketing ontologists is to ensure the quality of marketing processes, measured in terms of their effectiveness.
