The digitalization of information and the spectacular diversification of equipment and means of communication have resulted in the greatest breaking of paradigms in the history of humanity.
The digitalization of information and the spectacular diversification of equipment and means of communication have resulted in the greatest breaking of paradigms in the history of humanity.
This drastically affects the way people think, relate to each other and make decisions.
The breaking of paradigms brings about ruptures, which from one day to the next are rendering obsolete the ways we plan, act and monitor what is happening in different products and services markets.
Marketing cannot be handled as it was at the beginning of the 21st century.
All organizations need to be reevaluated.
Marketing cannot be handled as it was at the beginning of the 21st century.
We still see planning based on outdated concepts and hefty advertising expenses decided in an intuitive way, which doesn’t hit the mark. Creativity and a lot of money going down the drain...
Most companies and their executives didn’t realize what’s happening.
Most companies and their executives didn’t realize what’s happening.
The marketing environment is not simply "changing" or "rapidly transforming" as some people say.
Therefore, we’re currently surrounded by "things", for which we don’t yet have appropriate names. And if we don’t have names, it's because they’re still not part of our "reality". We look with wonder upon these "things" and simply consider them to be a “brilliant” and fortuitous idea that someone had.
Some initiatives are successful, but the reasons for their success are not correctly identified.
Some initiatives are successful, but the reasons for their success are not correctly identified.
And those which are unsuccessful are rationalized by intuitive, but erroneous explanations. Fortunately, the causes underlying the breaking of paradigms also provide opportunities to gather a wealth of data (with electronic processing capacity, to conduct complex analyses and use mathematical and statistical models) as had never before been possible.
All marketing intelligence and planning processes need to be reviewed urgently.
All marketing intelligence and planning processes need to be reviewed urgently.
In their failure to understand the complexity of the processes, many executives work by trial and error, which has engendered the worst crisis in the history of marketing.
Companies need to learn how to ride the wave of this tsunami that is inundating the business world, before they drown in wrong decisions and are overtaken by their more alert competitors!
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