Improving the marketing system
We are not lucky. The time in which we live is characterized by a very low market situation. But this is half the trouble. The second half of the trouble is that we have caught time with a high conjuncture and we do not want to believe that it has ended. However, the fact is that it really ended. This is due to the fact that the world economy is now in a downward stage of development.
The downward stage involves more active work with consumers, because the downward stage makes consumers passive. Work with consumers is conducted through marketing. Former marketing, which consisted in the search and satisfaction of needs, is no longer as effective, because there are fewer needs than before and they have to be created the same way as consumers have to be created.
All this indicates that new times require new marketing, marketing that aims to create needs and consumers. We need to take a deeper step and begin to create needs, and not just satisfy them. What creates needs? Ideas are what creates needs and requirements. Accordingly, marketing in the new understanding is the creation and dissemination of ideas, or rather new ideas, which means that we need marketing that is aimed at creating and disseminating new ideas.
Why create new ideas? Everything is simple – new products are needed for new ideas. Old ideas, as a rule, are implemented, which means that no goods are needed for them. Why is that? To understand this, you need to read business articles. Old marketing for creating and distributing new ideas is not very good, it was created to work with needs, not with what creates them. For this, only noomarketing, which works with ideas, is suitable.
The transition to noomarketing involves improving the marketing system, upgrading and rebooting this system. This may be a point, partial or full upgrade of the marketing system, which will affect all areas of marketing activities. The goal of the upgrade is to make the marketing system more effective, and not just to improve, to bring the marketing system to the requirements of the new time.
It is very important to do the upgrade gradually and wisely, as the maturation of the new understanding of the essence and role of marketing in new conditions. You should not be afraid of this, because a new understanding significantly expands the potential, provides new opportunities and increases the level of competitiveness. The only party that will suffer from the fact that you will carry out an upgrade is competitors. It will be unpleasant to competitors to know that you become stronger, more efficient, more competitive.
First of all, the improvement of the marketing system should concern the system of analysis of market opportunities. The upgrade of this system needs to be carried out first of all, because everything is tied to it. If earlier the marketing system was aimed at finding ready-made market opportunities, now it should be aimed at finding ideas on the basis of which it is easier and cheaper to create new needs and new consumers.
An upgrade of this system will significantly improve the effectiveness of marketing activities. In parallel with this, it is necessary to upgrade the system of marketing research, because within the framework of marketing marketing they acquire a slightly different meaning. If earlier information about consumers and their needs was collected and analyzed, now it will be necessary to collect information about what ideas are implemented in consumers.
In other words, a completely different information is now needed, which is analyzed and systematized in another way. Also, the marketing research scheme and research tools will look in another way, in particular, the questionnaires through which surveys are made will look completely different. In principle, they are no longer needed, because such an instrument as “big data” appeared.
Next is the upgrade of the marketing environment analysis system. The importance of this system is connected with the fact that only it allows you to know what is happening around and respond adequately to what is happening. The upgrade itself is necessary due to the fact that what is happening around you need to look no longer in terms of needs, but in terms of the ideas that these needs evoke. For some ideas there may be a favorable environment, but for others it may not be very much and this should be monitored in order not to lose the market.
By the way, it is necessary to upgrade and market concepts. Within the framework of noomarketing, a market is a collection of people in whom an embedded idea, and not a collection of consumers. This must be taken into account in order to work with the real market, and not with the ephemeral one, because the work will already be done not with the consumer, but with the idea that makes people consumers
. It must be borne in mind that an idea is first created, and only then a new market is created on the basis of this idea. An upgrade of market understanding implies the construction of new models of markets, in the center of which lies the idea, not the consumer, and the transition to new methods of market segmentation.