Krisanis, in the “industry” of services in schools, it must be recognized that quality service remains a capital for reliable competition. Even in the era before the internet was growing rapidly, this “industry” had made service its breath and heart “business.” Because, even though there is no internet, whether or not a service is good or not, care can be spread by word of mouth. Through quality services, it is expected that school brands will get the impression of WOW service that ends in brand advocate. Now, talking about WOW marketing in the current era, it turns out that the development was very significant. Theoretically marketing that WOW actually has experienced a dynamic revolution from marketing 1.0 to marketing 4.0.
First, marketing 1.0 is marketing that focuses on products or commonly called “Product-Centric Era”. Here the manufacturer focuses on making good products. Marketing activities are directed in accordance with the wishes of the producers. Consumer desires are not considered. Second, marketing 2.0 is customer-focused marketing, also called “Customer-Centric Era”. Here the manufacturer looks for customers and then learns their need and want. Marketing activities are directed in accordance with the wishes of the customer. Third, marketing 3.0 is marketing that focuses on “humanity”, also called “Human-Centric Era”. Here the manufacturer pays attention to the product and the customer. Marketing activities are directed not only at the functional and emotional side but more to the spiritual and human spirit. Businesses need to pay attention to their “humanitarian” activities. Fourth, marketing 4.0 is the latest integrated marketing. Can be called complete marketing. Marketing 4.0 is called “Human-Centric Era plus Digital.” A marketing approach that integrates products, customers, human spirit values, and digital conversation.
Then, the question is how to link point marketing tools 1.0 to. 4.0 above with school marketing in this increasingly competitive WOW marketing era? Krisanis, for writers, marketing 1.0 can be directed at a product based oriented approach. That is, the orientation is more towards preparing physical forms such as school buildings, facilities and infrastructure, supporting facilities as well as sides of artificial physical and other material improvements. All of this boils down to the provision of product based oriented, which is increasingly complete and representative so that customers are interested. Marketing 2.0 can be focused on customer based oriented. For example, student education services based on communication taste for customers. This means a service strategy that focuses on creating a supportive atmosphere that creates unforgettable impressions and meanings. A service that activates sensory, emotional, rational, and social feelings. Marketing 3.0 is based on transforming services from a vertical to horizontal marketing model, exclusive to inclusive and individual to social. At this stage the brand owner of the school must be able to produce graduates with character characteristics because of the concept of tools that have values and have universal values. In short, graduate output is expected to have a strong GDP. And, finally, marketing 4.0 is characterized by the collaboration of marketing 1.0, 2.0, and 3.0 plus conversations on digital platforms. This means that brand owners need to stimulate customers not with one-way tools. Along with the rapid internet and information openness because customers are getting smarter, then inevitably the promotional conversation forms must also be multichannel and multiplatform based on ATL (above the line) and BTL (below the line).
Well, Krisanis integrated school marketing 1.0 to 4.0 can be used as a reference as well as a reference for brand owners in schools to be more meaningful and remain stand out in the era of competition to get new students who are increasingly hypercompetitive.
(Writer: F.X. Rudy Prasetya,S.S.,M.Med.Kom., Teacher, Lecturer & Trainer School Marketing)
