How do you strategize with segmentation data

Historical development of marketing

Marketing was born in Germany in 1893 with the invention of baking powder by Dr. Oetker. For the first time, the customer was offered a product through mass advertising that made work easier that had not been needed until then.

Marketing through the ages

As Manfred Bruhn describes, marketing in Germany has gone through various stages of development over the past few decades. From product orientation in the post-war period to competitive orientation in the 90s to network orientation. Since 2010 the focus has been on Web 2.0 and the multitude of social networks.

  • 1950: product orientation
    pure production; due to enormous demand in the post-war period
  • 1960: sales orientation
    from production to sales
  • 1970: market orientation
    Market segmentation; Specialization on individual needs
  • 1980: competitive orientation
    Emphasis on unique selling points
  • 1990: Orientation towards the environment
    Reaction to ecological, political, technological or social changes
  • 2000: Dialogue orientation
    interactive alignment of communication through the Internet, e-mails
  • from 2010: network orientation
    Web 2.0, social networks, word of mouth

Marketing 3.0 - from customer to person

As Philip Kotler explains in "The New Dimension of Marketing", Marketing has evolved from Marketing 1.0 to Marketing 3.0.

Similar to Manfred Bruhn's description, Marketing 1.0 initially focused on product orientation. Customers are seen as uniform groups with similar needs.

Marketing 2.0 already focused on the customer and customer loyalty. The goal was to reach the head and heart of the target group.

Today we have come to Marketing 3.0 or value communication. Marketing 3.0 pursues a holistic approach with value orientation, in which the focus is on people with needs, expectations and values.

You can find more on the subject of communication of values ​​in our book "smart TARGETING".

More blog articles on marketing with values you'll find here