In the beginning was marketing:
The digital and we all apprehend everyday is a new era for all management sciences and marketing in particular.
Brian Solis (@briansolis) speaks quite nicely of digital Darwinism. Businesses and trades must evolve to survive in a market that is delivered to the “hyper-competition” and “over-solicitation” of consumers in a context of globalization.
I think we are all convinced that we can not ignore this paradigm shift initiated by the internet in the 90s. Today we live with the data a Dan Simmons hegemony, a new market governance or even a new one. consumer science that should be considered. Bruno Teboul (@brunoteboul) in his book “Absolute Marketing” speaks of societal evolutionism.
Without wanting to do a course on the history of marketing, which has become an academic discipline that tends to prove its evolution, we can agree in 2014 on the definition of Philippe Kotler, the founder of marketing management, according to which “marketing is the all the studies and applications that aim to predict, observe, arouse, renew or stimulate the needs of consumers while continuously adapting the productive and commercial apparatus “(source wikipedia).
This definition favors a managerial approach of the discipline, extension of the marketing mix school, by applying a market analysis model considered as “arbitrary”, the 8 P: Product, Publicity, Price, Promotion, Process, Productivity, People, Place and Physical environment. Central to the application of marketing management, the marketing mix is complemented by three other concepts forging the foundations of the discipline: differentiation, segmentation and the product life cycle.
To demystify marketing if we try a holistic definition, it works to identify, understand and influence a market by responding to a need by increasing the reputation of a product, the development of the act purchasing and consumer loyalty.
The advent of the internet and data:
A new way of interaction between the company and its market has upset the fundamentals of marketing. The genome of the medium used, internet, explains the explosion of the different possible interactions with the market. Whether by the diversity of terminals used – tablets, smartphones and computers – or by the environment of exchange as tools that represent social networks, blogs, forums or the Internet of first generation, internet For years, it has generated more uses than markets are able to assimilate according to the 16 th research report of the Association of National Advertisers (2013).
Experts agree that the Internet has stripped the marketer of its power in the 90s. To cope with the interaction rules imposed by this new channel and compete with pure players, brands have given to users passing thus from a traditional “one to many” pyramidal influence mode to a more “neuronal” mode, from one to one.
If we take another, more prosaic prism, Procterian marketing has for years been applying the “three moments of truth” model theorizing the three contacts between the market and the business of promotion, distribution and the product. This approach of marketing considers the consumer as a “rational” agent, it places the reasoning at the center of the decision. This concept was stolen by google in 2011 with the Zero Moment Of Truth (ZMOT) represented by the first contact with the product carried by the digital ecosystem. Now before or after the media stimulus – or even with showrooming * after a first contact with the product at the point of sale – the majority of consumers go through the internet to form an opinion on the product.
The Internet influences more than eight out of ten consumers and transforms it into a consumer. More expert, hyper solicited, organized in network, solidarity, the customers dictate their law to the companies and push the rational in the consumption to its paroxysm. This hyper-competition demonstrates the fragility of conventional models based on price and pushes retailers to innovate to grow: crosscanal, webtoshop, drivetostore, etc.
This shift from consumer to consumer is pushing traditional models of consumer behavior analysis to their limits. These reasoning methods on an isolated consumer reduce any economic phenomenon to the behaviors of the individuals who form the target without considering group effects or interactions between individuals. These new phenomena, like that of the “swarm”, illustrate the gregarious nature of the human being, even in his consumption behaviors.
New offers manage to free themselves from these dictatorships based on a better knowledge of consumer behavior. Two axes of investigation disrupt marketing, the first marketing of “emotion” whose importance in decision-making was brought to light in the seventeenth and eighteenth century by scientists like Antoine Gombaud or Nicolas Bernouli. The second axis and the one that interests us is the behavioral marketing also called increased marketing or hyper markéting based on the interpretation of the data generated by the interactions between the market and the computer and digital ecosystem of the company: website, mobile applications , social networks, point-of-sale transaction, etc.