Concept Based and Objects Driven Marketing
The discovery of the functionality of human intelligence, made at The Unicist Research Institute, allowed discovering and managing the root causes of buying processes. The management of the root causes allowed defining the methods to develop segmented marketing objects and catalysts that significantly accelerate selling processes.
This process included the discovery that human actions are driven by the concepts people have, and that buying decisions are triggered by the conceptual short-term memory (CSTM).
This allowed developing the conceptual segmentation that drives buying decisions and building marketing objects to influence them. Their use increases notoriously marketing effectiveness.
Conceptual marketing is based on managing the root causes of buying processes and the use of catalysts and marketing objects to influence and accelerate buying decisions.
Conceptual Marketing in the 4IR
The installation of Conceptual Marketing only requires the installation of a unicist market lab integrated by members of the marketing and commercial divisions of a company to provide solutions that are used to empower the commercial functionality and the use of CRM.
A Unicist Market Lab is a marketing solution factory that uses expert systems and unicist artificial intelligence to manage the root causes of buying processes and build catalysts to accelerate the speed of growth and DDA-actions to ensure results.
Conceptual Marketing became significant with the appearance of the technologies of the 4th Industrial Revolution. Although Conceptual Marketing is extremely effective in all marketing processes, it is unavoidable when it is possible to use the tools of the 4IR.
Some of the companies that use business objects and catalysts are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.
Unicist 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
Functional Types of Marketing Objects
Unicist marketing objects are encapsulated adaptive systems that produce predefined results that can be inserted in work processes to increase productivity and quality and to save energy. From a functional point of view there are different types of objects:
- Driving Objects
To drive marketing process to generate buying decisions
- Catalyzing Objects
To accelerate buying processes by generating the need of a solution and making it accessible.
- Entropy Inhibiting Objects
To inhibit the entropy of marketing process and build customer loyalty
- Inhibiting Objects
To inhibit dysfunctional aspects of marketing actions
- Gravitational Objects
To integrate value propositions into existing trends.
The Use and Examples of Segmented Marketing Objects
Unicist Conceptual Marketing is an approach that includes the use of business objects and a unicist conceptual segmentation. It increases the marketing effectiveness, accelerating the buying processes and saving energy.
It includes the use of:
- Commercial Objects
- Semantic Objects
- Semiotic Objects
- Branding Objects
The Use of Unicist Commercial Objects
Unicist commercial objects are implemented to install ideas in the mind of the potential customers. This implies that they are designed to sustain the marketing process of products and services that are being proposed. Example:
The Use of Unicist Semantic Objects
Semantic objects are used to install meaningful knowledge in the market. They are necessary to sustain differentiated or innovative value propositions. Example:
The Use of Unicist Semiotic Objects
Semiotic objects are installed to guide and influence buying processes. Double dialectical actions (DDAs) are a sort of semiotic objects that allow driving and catalyzing buying processes. Example:
The Use of Unicist Branding Objects
The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Their purpose will have been achieved when the potential buyers enter a comfort zone where the commercial objects can work smoothly. Branding objects are commercial catalysts that may have a conjunctural, specific, systemic or generic functionality. Example:
The Use of Catalysts to Accelerate Marketing Processes
Marketing catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. The 4th Industrial Revolution increases notoriously the market orientation but demands the use of catalysts to ensure market growth.
While 100% of the successful marketing actions were sustained by catalysts, 100% of the failures had insufficient catalysts. The use of catalysts is a must in marketing.
Alliances and Co-marketing as Catalysts
Levels of Acceleration
The levels of acceleration catalysts introduce in processes, depend on the specificity of their functions.
- Generic Catalysts accelerate the functionality of institutions or organizations. Their acceleration is (+)
- Systemic Catalysts accelerate the functionality of functions and roles. Their acceleration is (++)
- Specific Catalysts accelerate the functionality of processes. Their acceleration is (+++)
- Conjunctural Catalysts accelerate the functionality of conjuncture driven processes. Their acceleration is (++++)
The use of Marketing Catalysts requires DDAs (Double Dialectical Actions)
Influencing adaptive environments requires the development of synchronic double dialectical actions (DDAs) to influence each adaptive function of the environment. These actions are evident in everyday life.
The integration of selling actions with the buying decision process is an example of DDA. Another example is the integration of learning with teaching processes.
Double dialectical actions are driven by the development of marketing actions according to the segments of the products and services proposed and the actions that depend on the segments of buyers.
Digitalization in Marketing in the 4IR
Digitalization is the core aspect of the new stage in marketing, but it requires being integrated with conceptualization and personalization in order to develop expansive, profitable and sustainable marketing processes.
The concept of digitalization is self-evident and means managing the information of businesses in digital format to increase the efficiency of business processes.
But to digitalize in the sense of the adaptiveness of processes introduced by the 4IR it is necessary to have the concepts of the business functions that allow developing adaptive systems.
Therefore, the conceptual design of the business processes is what makes digitalization possible by managing the root causes of buying processes. This requires managing the conceptual segmentation of the market.
When this process has been defined, it becomes necessary to clarify how the needs of the people who participate in the processes are satisfied.
Personalization is the concept that needs to be introduced, which implies organizing the subjective aspects of marketing processes and ensuring that the needs of the roles of the participants of the processes are satisfied. It requires the use of catalyzing objects to accelerate and ensure the efficacy of marketing processes.
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