When they spoke to me about past crises, everyone told me that it doesn't look like one, and this one doesn't exclude them. But feeling today Kotler, protagonist of the conference "advertising is served" organized by MIP from my friend Andrea Boaretto and by Prof. Giuliano Noci, I understood that something is changing and that in the future we will know how to react better and faster. And it's not just about experience. Why?
If tomorrow, during a master's degree in economics, you were told that in the face of a serious financial crisis, such as the current one, there were some answers, some models to apply, what would you think? I would think that if the crises are all different, such a response will not be an effective solution. Unless it's true that crises are all different.
I tell you how I think!
Crises are similar to each other. And they will be for a long time to come. They break the ties between finance and the economy. And they will still do it because our society is dramatically based ONLY on this.
= the foundations of the next crises will not change!
The broken link between finance and the economy is then reflected in society. Who tries to give answers immediately to survive. Today it decreases and controls expenses. Become "constipated" to investments. Look for new ways of buying and saving. It transforms and becomes rational and pragmatic. Create a new social system based on a new relationship between economy and finance.
= the answers YES will change again because there will be the need to study new ones, suitable for the context and for the change that the crisis brings with it.
And today we are learning that Marketing is thinking a lot about making a strong contribution to the recovery of the market.
From Kotler's answers I understood this contribution and its importance. The companies that, distracted by the fear sown by the media, have cut investments and above all stopped analyzing the market and creating answers looking to the future, are essentially dead. And if they survived they will live for a little while longer. Those who have been able to interpret the crisis by creating their own future by investing and using marketing as a driver of research and development will be able to rest assured.
In a nutshell, I believe that these turbulences that momentarily divert and obscure the path of progress have today been able to modify and re-evaluate the relationships between consumer, product, service and company. It won't apply to all markets. Some have not even noticed the crisis. But something very important is changing. And certainly marketing has already intercepted it and perhaps in the future, in another era with today's experience it will be able to anticipate new trends. Let's take for example the topic of co-creation. In some last post I wrote that in the distant future we will build our products by controlling the production and distribution chains and this will be valid for cars, clothing, watches and much more. Co-creation is an intermediate step that is still poorly integrated into companies today. But if we thought about tomorrow. To the future. To a scenario where production and co-creation were integrated and created products and services.
In the end, however, I'm still not convinced of what I wrote!
I am convinced that in this society crises are the product of a system made up of power and money. We need wars. Now we also need crises. And let's hope viruses never help. And with a play of sounds and accents I leave you with the title "the crisis is served".
Thanks for the inspiration to Prof. Kotler "the great old man" and to friends Giuliano Noci and Andrea Boaretto who once again gave us a day of pure brainstorming.
