Marketing must review itself. Since the 60s, Marketing started to respond to needs and day by day moved to create dreams to satisfy the esteem and self-actualization needs. Meanwhile the world has changed and the economy is moving to other frontiers, while the economic crisis is drestroying the consumers behaviours, affecting also the luxury market, the dream-land of dream-makers.
Philip Kotler in his marketing 3.0 argued that the main problems for consumers are related to social and environmental issues and invites industries to reorganize their business model to respond to that needs.
What we are approaching now is something different from a simply shifting of priorities. The joblessness is increasing on monthly base, the possibility to spend has been erasing and more and more people are focusing their attention to the primary needs. The problem is again “to eat”. This means people will point their attention only to those product that really help them to achieve this goal.
So in the next years, as Jeremy Rifkin guessed, we have to change radically the consuption models and commercial life. This change will have a deep impact on how, where, when and way we’ll produce. Rifikin, talking about the 3D Printers, says that this technology will let people to make their objects at home, without the need to buy from a shop. Also the energy technology will let you indipendent from buying energy and the collaborative local production can resolve a part of the food buying needs (as it happens in Denmark).
Jeremy Rifkin writes that in this scenario [the lateral scaling of the Third Industrial Revolution] “allows small and medium size enterprises to flourish. Still, global companies will not disappear. Rather, they will increasingly metamorphose from primary producers and distributers to aggregators. In the new economic era, their role will be to coordinate and manage the multiple networks that move commerce and trade across the value chain.”
The local production will permit to cut the cost of products, to engage the local business and automatically to increase the job needs. Only the “non local” products will be moved between this ecosystems.
The marketing have to shift in this direction: to incentivate the local production, to analyze the gaps and to move the “foreign” products where they are required. The communication will be only information, because the demand is spontaneously generated.