MARKETING AS AN EVOLVING DISCIPLINE Emerging paradigms and managerial implications

Joelle BARTHEL Jean-Pierre BAEYENS

24.01.2015

International Marketing Trends Conference - Paris 2015

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THE EVOLUTION OF THE MARKETING CONCEPTS

Keith!

Bartels!

Wilkie & Moore!

Vargo & Lusch!

Kotler!

Before! 1900! 1910! 1920! 1930! 1940! 1950! 1960! 1970! 1980! 1990! 2000! Today!Future!Authors!

Product Oriented! Sales Oriented!

Marketing Oriented!

Marketing Control!

Discovery! Conceptualisation!

Integration! Development ! Reappraisal !Reconceptualisation ! Differentiation ! Socialisation !

Pre - Marketing!

Founding the field!

Formalising the field!

A paradigm shift! A Fragmentation of Mainstream!

Marketing as a social and economic process!Marketing management!Formative marketing!(Neo)Classical

Economics!

Production! Product! Sales! Marketing! Societal! Holistic!

Review of literature Trend analysis Delphi study Results

Marketing to manage the environmental imperative ?!

Sustainability Marketing ?!Marketing 3.0 ?!

Various marketing periodization schemes have been established over the last decades in order to conceptualize the evolution of the discipline.

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THE OBJECTIVES

Review of literature Trend analysis Delphi study Results

This paper aims to define how the upcoming years will shape the marketing discipline by -  Analysing emerging macro environmental and consumer trends -  See how these evolutions could impact the marketing discipline -  Merge the key insights into four main streams to provide managerial

recommendations for marketers

!“Every discipline needs to be reexamined in its fundamentals, given the huge impact of 21st century globalization and technology on our global market, economy and society.(…)”

“(…) I hope that all marketers taste this rich souffle of new ideas and add their own contributions.” - Philip Kotler

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A TWO-STEP METHODOLOGY

Review of literature Trend analysis Delphi study Results

CONSUMER & MACRO TREND ANALYSIS

(HOW ARE THE CONSUMERS AND THE

ENVIRONMENT CHANGING ? )

DELPHI ANALYSIS TO GATHER EXPERTS OPINION

(HOW DO THESE CHANGES IMPACT THE

MARKETING DISCIPLINE ? )

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THE TREND PYRAMID

Review of literature Trend analysis Delphi study Results

THE EVOLUTION OF TRENDSPOTTING

1930 1980 Today

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THE TREND PYRAMID

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SELF FOCUSED SUSTAINABLE CONSCIOUS EFFICIENCY SEEKING FRUGALITY WELLBEING & BALANCE INDEPENDENCE MORE POWER

SPIRITUAL

EMOTIONAL

SOCIAL

MACROENVIRONMENTAL

Marketing 3.0 -“From Products to Customers to the Human Spirit” !

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THE TREND PYRAMID

Review of literature Trend analysis Delphi study Results

Self-focused Sustainable conscious

Efficiency seeking

Restraint budget

Wellbeing and balance

Highly independent

More powerful

THE NEW CONSUMER

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THE DELPHI STUDY

Review of literature Delphi study Results Trend analysis

•  7 Experts!•  Phone or face-to-face interviews!•  Two rounds!!

•  Collect the opinion of experts having already several years of experience and knowledge in the field. !

•  Valid instrument for qualitative forecasting in the medium term.!

The Delphi method!

The process!

The first round !- BRAINSTORMING!!•  What does the marketing of the future

look like? !•  Opinions / comments on the trend

pyramid!•  How these consumer trends will

influence the marketing discipline in the medium term?!

FIRST ROUND

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THE DELPHI STUDY

Review of literature Delphi study Results Trend analysis

Concepts agreed upon:!!•  A demassification of marketing ! A myriad of communities will lead to the emergence of micro niches serving different consumer tribes.!•  A more customised marketing! Big Data makes it possible to be extremely consumer centric.!•  Marketing for selfies! Considers the fact that consumers become increasingly individual and self-focused.!•  Less loyal consumers! This is likely to be induced through a limited purchasing power, instant satisfaction as well as the ease to use a priory unknown product.!•  A higher specialisation in diverse areas! The next generation of marketers will further need to diverge into different fields of specialization.!!Concepts which should be specified according to different regions or consumer groups.:!!•  Sustainability marketing ! Likely to be only valued by a western elite as it widely remains a luxury problem!•  The effect of spending restraint on marketing! Consumers buy less and companies limit their budgets. (emerging versus developed economies) !

SECOND ROUND

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SO WHAT?

Sustainable conscious Efficiency seeking Restraint budget Wellbeing and

balance

Highly independent

A more customised marketing

Marketing for selfies

A higher specialisation in diverse areas

1. 2. 3. 4. Trends as an imperative

Conscious marketing

Personalized user experience

Humanizing the digital lifestyle

Review of literature Results Trend analysis Delphi study

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RECOMMENDATIONS

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Trends tell us about changes in style, behaviour and taste !

From the fashion sector to other consumer sectors!

Ever-faster moving society!

INSPIRE, INVENT, INNOVATE!

“The future trend is that marketing teams are becoming empowered to see themselves as creators.” !

Shorter product life cycles!

Rita J. King!

SPOTTING, UNDERSTANDING AND PRE-EMPTING TRENDS AS AN IMPERATIVE

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RECOMMENDATIONS

Review of literature Results Trend analysis Delphi study

Spending restraint, resource scarcity, convenience, utility !

CONSCIOUS CONSUMPTION!

CONSCIOUS MARKETING! MARKETING 3.0!

“The way we’re going to reach people is going to help them cut out a whole load of that bombardment from their lives and they’ll only see what they need to see.”!

Eric Pakurar!

“In the future, marketers will probably aspire even greater values, trying to touch consumers’ spirit” - Kotler!

“Utility replaces possession”!

PROMOTING CONSCIOUS CONSUMPTION: IT IS TIME FOR "CONSCIOUS MARKETING" TO ELIMINATE WASTE

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RECOMMENDATIONS

Review of literature Results Trend analysis Delphi study

“If you don’t have a great customised, personalised user experience at the center of what you do looking forward, you’re going to lose out.”!

The rise of self centeredness and individualism!

The rise of tribes: communities united by common values aims or beliefs!

MARKETING FOR SELFIES!!

A DEMASSIFICATION OF MARKETING!

Andrew Markowitz!

PERSONALIZING AND CUSTOMIZING MARKETING VALUE PROPOSITIONS, ACCESS BY CUSTOMERS AND COMMUNICATION

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RECOMMENDATIONS

Review of literature Results Trend analysis Delphi study

“Algorithms and experimentation will replace psychology and vision as the heart of marketing”

MICRO RELEVANCE AT A ONE-TO-ONE LEVEL!

Passive digital devices, integrated sensors, artificially enhanced intelligence and connected living places!

CURATION ENVIRONMENT : “Provide the right thing to the right person at the right time”!

BIG DATA!

J. Walker Smith!

HUMANIZING THE DIGITAL LIFESTYLE AND THE POWER OF DATA

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CONCLUSION

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•  Vast scope of the topic •  Delphi Study: Limited expertise and

opinions originating from geographical diversity

•  Further strategic or operational

insights could add useful value for deeper practical application

•  Helicopter view on the topic in order to create the playing field for further studies

•  Solid insights about leading

trends, challenges and opportunities

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