By Stéphane Amarsy,
Chairman of the board of Splio + D-AIM
Only companies with an agile organizational structure will survive in a rapidly changing environment and capitalize on the boom in new technologies.
The marketing revival
The world of marketing has been radically transformed. While it was once all about linearity, stability and control, the digital era has made everything so much more complex. Marketing has become non-linear, unstable, more predictable and totally measurable—even in real-time.
Meanwhile, companies have changed their understanding of consumers. As behaviors were seen as rational, the prevailing belief was that communications—especially one-offs—were the only way brands could get their products and image across. Today, however, consumer irrationality has finally been recognized. Paradoxically, this does not prevent us from predicting their choices. Each one must be treated as a separate individual using the most relevant techniques, such as mathematics or neuroscience. This approach will pave the way for omnichannel and hyper-personalized communication.
The changing needs of marketers
In an ever-changing world of new technologies, cultures, expectations and behaviors—both personal and professional—only the most agile organizations will succeed. Survival depends upon the ability to make decisions, challenge assumptions and continuously improve.
With collaborative, cognitive, emotional and augmented intelligence, the smart era is redefining our relationships with each other, businesses and life in general. Whether based on the principles of enhanced intelligence or enhanced communication, AI is aimed at creating genuine value and efficiency.
Going back to how this break with tradition began, it would seem that those previously in charge of marketing often came from sales. They had excellent interpersonal skills and their expertise lay in sensing and identifying client expectations. As marketing today has truly objective information, it no longer relies on such qualities. And guided by data, the needs of marketers have radically changed.
Letting go of traditional approaches
In recent years, numerous challenges have been overcome by adopting new technologies. During the Industrial Revolution, machines provided the growing need for labor. Now we must meet the challenges of the digital world and customer-centric marketing. It would be reckless to continue using traditional approaches as we move forward into the future.
The time for one-to-one marketing has finally arrived. It’s no longer just a pipe dream; now it’s a reality. But we must accept a new paradigm and move from a product-centric to a customer-centric approach, which requires a deeper understanding of who these customers are.
The end of a common vision has given way to an era of fragmented reality. Everything has become relative and in constant flux. We must settle for this fragmented knowledge and find a way to make the most of it.