- Kevin Roberts, head of advertising agency Saatchi & Saatchi, said not so long ago. Say the same thing, our Russian entrepreneur (and God forbid, some kind of "advertiser"), he would have been ridiculed. And having heard this maxim from the mouth of the head of a leading global advertising agency (for those who are not familiar with the advertising market, I will say that Saatchi & Saatchi is one of the largest network agencies, with 140 offices in 76 countries), everyone has pricked their ears. The quote has become self-replicating in social networks at the speed of combat nanorobots.
But generally, I must say that a huge number of people in the world already understand this. what this? And the same thing: that the management has died, that the marketing has died, that the strategy has died. Understand how everyone understands cows, walking along a narrow corral for slaughter. But they cannot express it in words, only a bellow comes out of my mouth.
But let's get a little distracted and talk about other matters.
Like a nuclear reaction in an atomic bomb, the growth rate of a human population has always been proportional not to the number of people living on earth, but to the square of that number. Scientists proved this even in the 20th century, which is confirmed by the data of modern anthropology (human population growth: from several tens of thousands of individuals in the Upper Paleolithic to two billion in the 1930s). But from these calculations it can be concluded that the hyperbolic population growth in a greater or lesser extent reflects the logarithmic acceleration of evolutionary processes. We are witnesses of this to you: since the 30s of the last century to the present day, human evolution has made a no less noticeable step than in its entire previous history. Then, i.e. as far back as the twentieth century, scientists who were involved in computing the human population in the days of Paleolithic or the birth of Christ did not escape the temptation to extrapolate to the future.
According to these calculations, by the 30s of the 21st century, the Homo sapiens population should strive to infinity. Obviously, in practice it is impossible. Apparently, we are the last generation of people on earth, whose rate of increase in population was proportional to the square of the people currently living.
The catastrophic scenarios of the future are a separate conversation, and in this article we are of little interest. And what is interesting to us is this. If we assume a hypothesis (which, by the way, is confirmed by the entire history of a person’s stay on earth), that the population growth somehow correlates with the speed of evolutionary processes, then we must admit that ...
And we must admit that we do not understand where the evolutionary process will lead us already by the 30s of the current century. Just as we do not suspect what the population will be at that time. It is clear that the formula stops working. For the first time in the history of Homo sapiens.
First. Behind. All Story.
Business strategies work when you deal with expected risks. The Japanese automaker can compete with the US, he knows how much to invest in R & D, so as not to lose the “battle” for Russia, Europe or South America, what should be his advertising budgets, he can build long-term forecasts and sales plan. But all this is possible when you are within the framework of the existing paradigm. And then comes Tesla, which creates a new paradigm. And, damn it, not a single person in the world today knows what the auto industry will look like in 5-6 years.
Some say that by the 30s (others say about the 50s) of the current century, the technological singularity will come, the point of no return of humanity, when the rate of evolutionary changes begins to increase according to the hyperexponent.
And now let's go back to "our sheep": management, marketing, strategy.
What will be the transition of humanity to other principles of population growth and other principles of evolutionary change for business? Or for what business will be. In short, very short, very, very short, then: the management has died. Marketing is dead. The strategy is dead.
And this is not a forecast for the future. This is a statement of fact.
In a situation where the savvy and the mind of a person becomes more important than his professional skills (because skills become obsolete very quickly), you cannot rely on business processes and management. In a situation where your marketing tools are becoming obsolete faster than you learn them (not to mention getting genuine expertise), you cannot rely on marketing. In a situation where you can not plan anything longer than a month in advance, the strategy can not exist.
You see it all yourself, but you do not want to accept this new reality. The reality in which people management (HR in the broad sense of the word) becomes more important than management of rapidly aging business processes. The reality in which it is more important not a deep examination in one programming language, but fast learning of new languages and, more importantly, new technologies. The reality in which there is no absolute faith in one or another Internet marketing tool, because if it works today, this does not mean that it will work tomorrow.
And now even closer to what I want to say.
But first, another small cue to the side. I am the head of the Texterra agency. We do internet marketing. And what I will say now is hitting our business with direct fire. I clearly understand this. In the present conditions of the modern market (and then this trend will be even more obvious), the main reason for the success in marketing and internet marketing in particular is the product itself. If you sell a good product, if your product is in demand, your website will develop very quickly. You will receive search traffic. Your advertising in contextual systems will be financially beneficial. Your activity in social networks will affect sales. You will easily be given all the new and new peaks.
Marketing success depends so much on the product itself that it is already possible to equate them. Your product is your marketing. Your marketing is your site. Further understood yourself? Yes, that's right: your product is your site. Well, or your site is your product. Then someone like more.
The site is no longer an expression of your business and your product, it is your business and your product. The site is no longer a place for communication with the client, it is the communication itself. The site is no longer an online showcase for your product, it is your product itself.
Your website is a product designed to meet specific audience goals. And you need to approach the work on the site just as you work on your product. The distance between the product and its expression online has decreased to a minimum; in the perception of your audience, this distance is not at all.
And if we say that personnel is becoming more important than business processes, then you need to recognize that the existing approaches in Internet marketing, which we currently use, including ourselves, are backups that will be less and less every year. resilient.
What will be important in the future for attracting, retaining and returning customers? Contextual advertising? Search traffic? Work in social networks? No, no and NO. The most important thing left for us after the death of management, marketing and strategy is
Empathy is the ability to sincerely empathize with another person, his problems, his state of mind. Empathy causes a sincere desire to help. Empathy is what should be the new driver of the post-post-industrial economy. Empathy is something that should replace marketing and advertising in an era when strategy has died. Marketing is dead. Management is dead.
Well, well, empathy is empathy, and how should this be expressed in practice? I have no answers, I can only guess. And I have such assumptions.
Given the ever-increasing level of the emergence of new technologies, manufacturers will be forced to concentrate even more on production, and this should lead in the next decade to a division of the global market into "producers" and "sellers".
"Sellers" will sell more and more heavily (from the redundancy of the proposal, above all, but not only). Because for sales, communications must become more "sensual." The new integrated post-advertising post-post-industrial post-era is an advertisement that does not combine “offline” and “online”, it is an advertisement that works with the maximum amount of human feelings.
Empathy, the strengthening of connections between people at all levels, is a simple human reaction to an ever-increasing level of chaos.