Customer Orientation: Unicist Conceptual Marketing


The 4th Industrial Revolution is the first industrial revolution that introduced a paradigm shift focused on the generation of market value.

It fostered adaptiveness and customer orientation in businesses. It made Industry 4.0, the Internet of things and artificial intelligence possible.

To ensure the reliability of business processes, this new stage requires managing their complexity by dealing with the root-causes of business functions.

It increases their adaptability and their speed of growth and improves their profitability in an environment of customer orientation and sustainability.


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Concept Based and Objects Driven Marketing

The discovery of the functionality of human intelligence, made at The Unicist Research Institute, allowed discovering and managing the root causes of buying processes. The management of the root causes allowed defining the methods to develop segmented marketing objects and catalysts that significantly accelerate selling processes.

This process included the discovery that human actions are driven by the concepts people have, and that buying decisions are triggered by the conceptual short-term memory (CSTM).

This allowed developing the conceptual segmentation that drives buying decisions and building marketing objects to influence them. Their use increases notoriously marketing effectiveness.

Conceptual marketing is based on managing the root causes of buying processes and the use of catalysts and marketing objects to influence and accelerate buying decisions.

Conceptual Marketing in the 4IR

Marketing takes place in the mind of the potential buyer. Therefore, it is necessary to know how the buying process works before a marketing strategy can be defined.

The discovery that the concepts people have stored in their long-term memory drive their actions. This allowed developing a conceptual segmentation model that permits finding the buying arguments and developing the complementary selling arguments to drive buying decisions.

first choice marketing

Concepts define the root causes of buying processes and also drove to the development of marketing objects and catalyzing objects to drive buying decisions using binary actions.

Conceptual segmentation gives access to the buying argument of potential clients and allows defining clusters that increase notoriously marketing effectiveness. The use of marketing objects and catalysts allows building an empty space in the market and ensuring the functionality of binary actions to influence buying decisions.

Conceptual Marketing became significant with the appearance of the technologies of the 4th Industrial Revolution. Although Conceptual Marketing is extremely effective in all marketing processes, it is unavoidable when it is possible to use the tools of the 4IR.

Some of the companies that use business objects and catalysts 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 Unicist Market Segmentation

Segmentation is needed when there are differentiated products or services, when there are innovations being proposed or when the business is developed in competitive environments.

Conceptual B2C Segmentation

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Conceptual B2C Segmentation

The Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market.

It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  • Having the functional concepts that are defined by the operational attributes of the product/service.
  • Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  • Having the essential attributes of the product/services that define the concept of the value proposition.
  • Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Conceptual B2B Segmentation

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.

Conceptual B2B Segmentation

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:

  • Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
  • Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
  • Having identified the type of relationships the potential customer establishes with its providers.
  • Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
  • Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.

Unicist Virtual Marketing

The objective of unicist virtual marketing is the generation of prospects. It is based on the building of empty spaces in the market and the installation of the value propositions as first choice options. This technology was developed to be applied to differentiated or innovative value propositions.

It requires generating the expectancy of the solutions that satisfy existing needs and latent needs based on an environment of trust and credibility.

The different types of products require the use of different types of marketing models:

  • Innovation Marketing to manage innovations that introduce changes in the processes.
  • First Choice Marketing to manage differentiated products and services.
  • Image driven Marketing to manage products and services generated by knowledge industries.
  • Demonstration driven Marketing to manage specific differentiated applications.

Unicist Virtual Selling

The virtual selling technology was developed to sell differentiated or innovative value propositions. Low price propositions might be considered a differentiated proposition.

Its objective is to generate a buying intention of the prospect. Depending on the type of value propositions the closing process might or not require a personal action. Virtual selling is based on the preexistence of an empty space that has been opened by the virtual marketing process.

The Virtual Testing Rooms were developed to experience the use value of differentiated or innovative products/services.

Their objective is that the clients be able to emulate some aspect of the solution without needing to buy it.

To be able to do that, it is necessary that the testing rooms establish a pleasant, empowering environment where the prospects can evaluate the solution.

Unicist Binary Actions (UBAs)

Influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes. The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

Unicist Binary Actions

Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution.

The binary actions require using marketing drivers and catalysts in a synchronic way that accelerates buying processes.

Unicist binary actions are driven by the development of marketing actions according to the segments of the products and services proposed and the segments of buyers. 

Unicist Marketing Objects

The unicist marketing technology has been developed to include the use of objects in the buying process in order to ensure the critical mass of the processes.

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 to shorten the time between the marketing stimuli and the buying action
  3. These objects allow saving energy in the marketing processes which makes them more efficient

The Use of Segmented Marketing Objects

Unicist Conceptual Marketing is an approach that includes the use of business objects and a unicist conceptual segmentation. It increases the marketing effectiveness, accelerating the buying processes and saving energy.

It includes the use of:

  • Commercial Objects
  • Semantic Objects
  • Semiotic Objects
  • Branding Objects
  • Catalyzing Objects

Unicist Artificial Intelligence

The Unicist Artificial Intelligence implies the integration of data-based AI and fundamentals-based AI.

On the one hand, the categories defined by fundamentals-based AI provide the autonomous universes that are needed to minimize the subjective biases of data-based AI.

On the other hand, data-based AI allows quantifying the specific structure of fundamentals-based AI to establish the aspects of the categories and segments of entities to build solutions.

When the quantity of data does not suffice to develop data-based AI, the use of  non-destructive testing is used to provide the quantitative information to manage the categories and segments of fundamentals based AI. 

Unicist AI uses the rules of the unicist logic and allows developing solutions and learning from the pilot tests of their implementation until their functionality has been confirmed.

Digitization in Marketing in the 4IR

Digitization is the core aspect of the new stage in marketing, but it requires being integrated with conceptualization and personalization in order to develop expansive, profitable and sustainable marketing processes.

The concept of digitization is self-evident and means managing the information of businesses in digital format to increase the efficiency of business processes.

But to digitize in the sense of the adaptiveness of processes introduced by the 4IR it is necessary to have the concepts of the business functions that allow developing adaptive systems.

Therefore, the conceptual design of the business processes is what makes digitization possible by managing the root causes of buying processes. This requires managing the conceptual segmentation of the market.

When this process has been defined, it becomes necessary to clarify how the needs of the people who participate in the processes are satisfied.

Personalization is the concept that needs to be introduced, which implies organizing the subjective aspects of marketing processes and ensuring that the needs of the roles of the participants of the processes are satisfied. It requires the use of catalyzing objects to accelerate and ensure the efficacy of marketing processes. 

The Unicist Research Institute