Marketing, as it was known, is dead
Posted: Mon Dec 23, 2024 9:35 am
We have all heard about marketing at some point in our lives. It is a relatively new discipline that was born from the mixture of economics and psychology to understand consumer behavior and market existing production. The first marketing book would be published in 1915 by the author Arch Willkinson Shaw. Not so economics or psychology, which are disciplines that are older, the first having a long history since it is said that Plato was the first analytical economist, and the second that saw its birth in the mid-19th century thanks to the appearance of the experimental scientific method.
In the beginning, it was closely associated with the advertising and promotion area that was part of the sales department, being a tactical tool to market products and services. That is why today there are comments that associate marketing exclusively with an advertising spot or that when they see an advertisement that sells smoke they say that it is good marketing.
Because of its initial application in advertising in organizations, marketing was also associated with creativity and art and with people who developed ideas to persuade the market in the media, but at the same time removing data, science and technology from this space.
Marketing Myths: Some of the marketing myths are based on:
Thinking it's a tactical thing.
Thinking that it is only associated with advertising or communication.
Thinking that it is something that has nothing to do with technology, science or data.
But nothing could be further from the truth.
Current reality of marketing: Marketing understood in all its scope is one of the most strategic parts of the organization and encompasses its entire scope. Referencing the definition of the American Marketing Association, marketing is: "It is the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, clients, partners and society in general." Hence the name strategic marketing, endomarketing, digital marketing, trade marketing, neuro marketing, customer experience, employer branding and other ramifications of marketing that are seen in study assignments today. Today, marketing has gone from being an accessory and tactical element of the sales department to sitting at the strategy table at the highest level and being present in a large number, if not all, of the company's activities.
Innovation and the future of marketing: In any case, the transformation has not stopped because there is an increasing need for agility, a more technological environment and better methods for making decisions, which is why innovation is part of today's marketing jargon, to the point that the scope of marketing functions has expanded to much more diverse areas such as: Data science, artificial intelligence, machine learning, innovation, management of value offers, cost and pricing model, mobile marketing, marketing with artificial intelligence, social media advertising algorithms, growth hacking, etc., etc.
A very near future scenario for marketing: In the very all india phone number near future, personal virtual assistants such as Google Assistant, Alexa, Siri or Cortana will be the intermediaries between the end consumer and companies and will come to manage absolutely all of people's agendas and decision-making space while serving as a filter to keep out those things that do not add value to their users. Therefore, one of the premises of marketing will be how to properly understand the algorithms of personal assistants so that we can persuade them to present a valuable offer to the end consumer. Just talking about this very small scenario, traditional marketing will definitely have many challenges to achieve the new skills to obtain results.
Given this perspective, it is clear that marketing, as it was known, is dead and a new discipline called growth marketing has emerged, which is the union of several combined disciplines such as: Data Analysis, Systems Programming, Statistics, Research, Consumer Behavior, Psychology, Marketing, Agile Methodologies, Product Management, Business Models, Costing and pricing, Strategic planning, Inbound marketing, Trade marketing, Mobile marketing, Digital marketing, Customer Experience, User Experience, Growth hacking.
What we are saying is nothing new. It is part of the global trends that are happening today. Today we know that the necessary elements for professional success in the future are associated with: Polymathy, Prospecting and Critical Thinking. And in marketing, the combination of disciplines is nothing more than polymathy to be able to handle complex environments.
In the beginning, it was closely associated with the advertising and promotion area that was part of the sales department, being a tactical tool to market products and services. That is why today there are comments that associate marketing exclusively with an advertising spot or that when they see an advertisement that sells smoke they say that it is good marketing.
Because of its initial application in advertising in organizations, marketing was also associated with creativity and art and with people who developed ideas to persuade the market in the media, but at the same time removing data, science and technology from this space.
Marketing Myths: Some of the marketing myths are based on:
Thinking it's a tactical thing.
Thinking that it is only associated with advertising or communication.
Thinking that it is something that has nothing to do with technology, science or data.
But nothing could be further from the truth.
Current reality of marketing: Marketing understood in all its scope is one of the most strategic parts of the organization and encompasses its entire scope. Referencing the definition of the American Marketing Association, marketing is: "It is the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, clients, partners and society in general." Hence the name strategic marketing, endomarketing, digital marketing, trade marketing, neuro marketing, customer experience, employer branding and other ramifications of marketing that are seen in study assignments today. Today, marketing has gone from being an accessory and tactical element of the sales department to sitting at the strategy table at the highest level and being present in a large number, if not all, of the company's activities.
Innovation and the future of marketing: In any case, the transformation has not stopped because there is an increasing need for agility, a more technological environment and better methods for making decisions, which is why innovation is part of today's marketing jargon, to the point that the scope of marketing functions has expanded to much more diverse areas such as: Data science, artificial intelligence, machine learning, innovation, management of value offers, cost and pricing model, mobile marketing, marketing with artificial intelligence, social media advertising algorithms, growth hacking, etc., etc.
A very near future scenario for marketing: In the very all india phone number near future, personal virtual assistants such as Google Assistant, Alexa, Siri or Cortana will be the intermediaries between the end consumer and companies and will come to manage absolutely all of people's agendas and decision-making space while serving as a filter to keep out those things that do not add value to their users. Therefore, one of the premises of marketing will be how to properly understand the algorithms of personal assistants so that we can persuade them to present a valuable offer to the end consumer. Just talking about this very small scenario, traditional marketing will definitely have many challenges to achieve the new skills to obtain results.
Given this perspective, it is clear that marketing, as it was known, is dead and a new discipline called growth marketing has emerged, which is the union of several combined disciplines such as: Data Analysis, Systems Programming, Statistics, Research, Consumer Behavior, Psychology, Marketing, Agile Methodologies, Product Management, Business Models, Costing and pricing, Strategic planning, Inbound marketing, Trade marketing, Mobile marketing, Digital marketing, Customer Experience, User Experience, Growth hacking.
What we are saying is nothing new. It is part of the global trends that are happening today. Today we know that the necessary elements for professional success in the future are associated with: Polymathy, Prospecting and Critical Thinking. And in marketing, the combination of disciplines is nothing more than polymathy to be able to handle complex environments.