Benefits of Object Driven Marketing
Unicist object driven marketing increases +25% the marketing effectiveness, accelerating the buying processes and saving energy based on the use of business objects and a unicist ontology based segmentation. These objects produce basically three noticeable effects:
Unicist Behavioral Marketing allowed developing a profiling technology that begins with the hard characteristics of a segment and integrates with the functional segmentation, the psychological, the conceptual and the lifestyle segmentations to define the customer profile.
The main applications of the Unicist Customer Profiling Technology deal with the development of potential customer profiles, the development of segmented marketing objects, the development of a life-style driven marketing and the definition of a conceptual segmentation to define segmented marketing actions, among others.
This allowed dealing with different segments based on predictors and characteristics that can be observed.
These technologies are provided as a service (TaaS) and the solutions are developed by the clients or by Unicist Think Tanks that are integrated with members of the client.
It defines the root-causes and root-drivers of the buying processes including the conceptual and the functional and psychological drivers. The fact that unicist concepts and fundamentals define root-causes, was confirmed after more than 20 years of research and application in the social, institutional and individual fields. Its predecessor was Dr. Ishikawa with the root-cause diagram that manages fundamentals to deal with root-causes in the industrial field. The Unicist Approach has an extreme added value in marketing. It allows managing root-causes to develop structural expansive solutions.
It defines the concepts that drive the actions of the different segments of the market and the segmented proposals and actions to be developed. The unicist conceptual design is used to ensure results in adaptive environments by managing the fundamentals of the solutions, defining the necessary functions that are integrated as a unified field, and ending with the definition of a dynamic process architecture. It includes the design of the roles that participate and the different types of business objects that are used to achieve the necessary results. The conceptual design ensures the functionality of a solution.
The concept of technologies as a service was developed to make unicist business technologies accessible to all companies, because there is no need to invest in technologies since they are paid by the results they produce.
The hard segmentation is the starting point of the unicist segmentation model. It defines the context (category) that allows influencing buyers’ decisions.
It is defined by the benefits that are generated by the characteristics of a product.
This segmentation is used to define the type of relationship an individual has with a product/service.
The conceptual segmentation is used to describe the structural attributes of a product and the different segments the product generates.
Lifestyle segmentation is used as a catalyst in marketing. Lifestyles sustain, accelerate or inhibit marketing processes.
It should be considered that each segment needs to be managed as an “independent” universe in terms of marketing, although it is interdependent with other segments.
The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continues with 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.
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:
1) Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
2) Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
3) Having identified the type of relationships the potential customer establishes with its providers.
4) Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
5) Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.
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 they allow beginning with a “simple” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.
Customer profiles are operational descriptions of the characteristics of a segment. These profiles are built based on the unicist structural segmentation models that allow influencing buying decisions using commercial, semantic and semiotic objects. The unicist customer profiles allow focusing on specific segments of a market and expand through their influence on adjacent groups of potential customers. The objective of using the unicist profiling technology is to transform the information obtained from the market segmentation into operational data.
The Unicist Behavioral Marketing Technology requires the definition of the different segments that integrate a market. It should be considered that each segment needs to be managed as an “independent” universe in terms of marketing, although it is interdependent with other segments. The output of the Unicist Market Segmentation is the Customer Profiling, which allows building adequate marketing objects to accelerate buying processes.
The Unicist Profiling Technology is the natural complement for Big Data Analytics that increases significantly the accuracy of the commercial results by defining each structural profile as an independent universe. This integration is very convenient when dealing with commodities but necessary when dealing with products and services that have significant subjective value.
The Adaptive CRM is based on the use of adaptive automation to influence potential customers and clients considering the stage where they are. It allows empowering the use of Big Data through the use of unicist segmentation and segmented actions. It has been developed to manage market growth. It uses unicist segmentation and commercial objects to increase the influential power using the feedback from the environment to grow.
The Unicist Logical Tools are based on a triadic approach that allows dealing with the dynamics of the business functions that allows building structural solutions and makes the management of adaptive systems possible. There are different types of tools to develop strategies and architectures. The available tools are:
The Unicist Research Institute has developed Business Objects that allow emulating the organization of nature minimizing the energy consumed to generate value.
Unicist Business 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.
Some of the companies that use business objects 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.
The implementation process of unicist technologies is developed using unicist concepts and fundamentals to define the root-causes of the problems that are being solved and the root-drivers of the solutions. The R&D groups, integrated with members of the clients, use a prototyper provided by The Unicist Research Institute. This process is managed by the Unicist Corporate University that assumes the responsibility of providing the unicist technologies to the participants, guides the development of the solution and ensures its functionality. If needed, the development of the solution can be outsourced to a Partner of the Unicist Confederation.
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