Virtual Marketing is based on the use of virtual communication, semantic objects and commercial objects to build an asymmetric complementation that allows expanding markets. It requires establishing a virtual collaboration context that sustains a positioning that has to be consistent with the positioning of the virtual environments where the marketing actions occur.
Unicist Global Network Marketing uses public and private Social Networks to build the asymmetric complementation that provides the leads and relationships that allow expanding businesses based on a symmetric complementation.
To develop these actions it is necessary to have the support of a Website that works as a “gravitational object” and not only as a “commercial catalyst” to sustain the positioning. Therefore this action is only possible for organizations that are able to position as leaders or innovators in a niche or segment.
The use of adaptive automation (flexible robotics) is basic to make Unicist Virtual Network Marketing possible. It allows managing the virtual communication and the semantic and commercial objects based on the feedback obtained from the market to transform the asymmetric complementation into actual business.
For Unicist Virtual Network Marketing to be legitimate it is required that the commercial propositions have a differentiated value.
B2C Unicist Object Driven Marketing:
The definition of Customer Profiles
The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.
The Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market.
It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.
- Having the functional concepts that are defined by the operational attributes of the product/service.
- Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
- Having the essential attributes of the product/services that define the concept of the value proposition.
- Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.
The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.
This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.
B2B Unicist Object Driven Marketing:
The Use of Company Profiles
The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.
The B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.
The use of B2B marketing implies:
- Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
- Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
- Having identified the type of relationships the potential customer establishes with its providers.
- Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
- Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.
B2B Customer Profiles
Supply driven markets are based on innovations that are not driven by urgencies.
Therefore an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.
Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.
The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.
The benefit of using B2B Customer Profiles and Object Driven Marketing is that it allows beginning with a “cheap” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.
Unicist Object Driven Marketing
The Unicist Object driven Marketing empowers the adaptiveness of marketing processes. It has been developed to include the use of objects in the buying process in order to ensure its critical mass.
These objects produce basically three noticeable effects:
- They allow having the necessary critical mass to trigger the buying process.
- They accelerate the marketing process, which shortens the time between the marketing stimuli and the buying action.
- Saving energy in the marketing process which makes it more efficient.
There are 8 central aspects that sustain the use of Unicist Object Driven Marketing technologies to foster market expansion. Unicist Object Driven Marketing is supported by the use of commercial objects, semantic objects, semiotic objects and functional, psychological, conceptual and lifestyle segmentations as well as adaptive CRMs.
1) Unicist Commercial Objects
Unicist commercial objects are adaptive systems that have been developed 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 and not just respond to the demand of a market.
2) Unicist Semantic Objects
Semantic objects are linguistics communications, in written or verbal format, that have the power to install meaningful knowledge in the long-term memory of an individual. Semantic objects are “adaptive systems” based on messages that use figurative communication to build meaningful knowledge.
3) Unicist Semiotic Objects
Unicist semiosis is integrated by the existence of a semiotic object, an interpretant that defines what is signified and a representamen, representing the signifier. The purpose of a Unicist semiosis process is to define a semiotic object that can be used as what underlies a sign to stimulate predefined actions.
4) Functional Segmentation
Functionality is defined as the capacity of something to fill an individual’s need. Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.
5) Psychological Segmentation
It is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology establishes the limits of an individual’s context.
6) Conceptual Market Segmentation
The conceptual market segmentation describes the nature of a product as perceived by the market. Conceptual market segmentation describes the concept implicit in a product or service, which means understanding the nature of what is being bought defined by the purpose, the active function and the energy conservation function of the product’s functionality.
7) Lifestyle Segmentation
Lifestyle segmentation underlies human behavior. They establish the parameters of normality and the “ethical mask” of a society. Describing the lifestyles of a country permits establishing the limits within which segmentations can work.
8) Adaptive CRM
The Adaptive CRM has been developed to allow an increase in the market share. It is based on the use of unicist segmentation and commercial objects to increase the influential power using the feedback from the environment in order to grow.
Virtual marketplaces in B2B are based on the integration of virtual professional relationship building approaches with personal relationship management to expand sales or build new market channels.
This technology was developed to deal with supply driven markets, differentiated value propositions and innovations. Virtual marketplaces are a marketing approach that becomes feasible due to the era of participation that was triggered by the expansion of social networks.
The building of virtual marketplaces requires integrating the market segmentation with the segmentation of media to use segmented marketing objects to influence buying decisions.
Virtual Marketplaces are the most effective marketing approach that requires the use of segmented commercial and semantic objects and the use of catalysts and brand power to ensure influencing the buying process.