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:
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.
The main applications of this technology deal with the development of global and regional virtual marketplaces, the development of segmented virtual marketing processes, the development of segmented big data information, the development of object driven marketing campaigns, the generation of commercial communities and the development of maximal and minimum strategy driven actions, among others.
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.
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 Virtual Object driven Marketing empowers the adaptiveness of marketing processes. It has been developed to include the use of objects in the buying process to ensure its critical mass.
These objects produce basically three noticeable effects:
1) They allow having the necessary critical mass to trigger the buying process.
2) They accelerate the marketing process, which shortens the time between the marketing stimuli and the buying action.
3) 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.
The Unicist Semiotic Research methodology (USR) is applied to evaluate websites, documents, proposals, advertising and any other virtual communication where people are being influenced.
The USR methodology is implemented through the activity of two types of groups:
a) The internal Knowledge Groups, which are necessary to define the implicit weaknesses included in the conceptual design of the value propositions.
b) The Unicist Semiotic Groups that integrate members of the environment to detect the perception of the implicit weaknesses of the value propositions.
While denotations define the operational straightforward communication, connotations define the essential and subliminal aspects of any communication.
The Unicist Semiotic Research methodology is necessary to be used to organize virtual communication processes, to use virtual business and commercial objects, develop Internet marketing and manage virtual marketplaces.
The unicist 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.
Unicist Corporate Universities (UCU) were designed to build asymmetric complementation to accelerate the B2B market growth of innovative, knowledge and functional products and services. They are the natural approach to expand the boundaries of supply driven markets that are based on high value propositions.
Corporate Universities that provide the conceptual knowledge that underlies the value propositions are a natural tool to develop asymmetric complementation. This programs need to provide actual conceptual solutions for the problems the market needs to solve.
Complementation building is the core of any commercial action. But the use of virtual communication, including social networks, requires building an asymmetric complementation based on the capacity of influencing the environment through differentiated value generation and delivery. Complementation requires being driven by a value adding ethics. The final purpose is the generation of added value, which becomes possible when the necessary reliable knowledge is available and its functionality allows earning the necessary value that allows growth.
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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