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2021 | OriginalPaper | Chapter

5. Rethinking Operative Marketing: The H2H Process

Authors : Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

Published in: H2H Marketing

Publisher: Springer International Publishing

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Abstract

The H2H Process is a logical evolutionary stage of the evolution of the marketing mix. It does not substitute the classical marketing mix but adapts it to today’s business environment. The H2H Process is highly iterative, nonlinear, agile, co-creative, and adaptive to all kinds of businesses (B2B, B2C, and services) and all kinds of business situations (valid for start-ups as well as incumbent companies) and formats (analogue as well as digital). The relation to a human problem is imperative for H2H Marketing. The first operational task within the H2H Process aims to find a human problem that promises enough market potential and can be solved with the company’s capabilities. To fully understand the human problem, the marketing team must generate insights about the humans who (might) have this problem. Doing so, the team can support the design of a proper value proposition that covers several components including the essential customer experience. Value-based pricing is one of the difficult tasks the team has to conduct in order to get a financial feedback from the customers. H2H Content Marketing is not only used to promise value to the customer but to increase the probability that customers get the value by using it properly in their individual context. H2H Content Marketing broadens the concept of content marketing and uses the principles of the lean start-up method to make it more experiential and more agile. The H2H Process again changes the perspective by responding to the question how customers and users can get access to the company’s service (value proposition as well as content). Omnichannel and Social Commerce represent the latest channel developments. Finally, the chapter summarizes the impact of the influencing factors Design Thinking, S-DL, and digitalization on the H2H Process.

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previous chapter H2H Management: Putting Trust and Brand in Focus

next chapter Finding Meaning in a Troubled World

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