Does marketing have a classic that can cross the times?

In the two fields of humanities and science, people have different feelings about the classics, and they swim in the humanities. We are more likely to stand up to the classic mountains. The classics of the humanities are often born in a certain era. Once the time has passed, the craftsmanship The peak is often gone. Chinese classical literature has Tang poetry, Song poetry and Yuan Qu, and the West has classical music and classical painting. The highest peak of Chinese poetry must be in the Tang and Song Dynasties. No matter how the future generations climb, we can only sigh the intransigence of the Tang and Song Dynasties. Similarly, the future generations of the West have never seen Beethoven and Mozart again. In the era of digital cameras, we can no longer expect another Rembrandt or Delacroix.

Once our thinking switches from humanity to science, we will have a different understanding of the classics. In the eyes of scientists, the classic is not a mountain that is difficult to climb, but more like the lightning that is occasionally crossed in the long night, and can only illuminate the road ahead in a very short time. The basic theory of science seems to be perfect for a while, but it will soon be broken and upgraded by generations. It seems that the end of exploration will never be seen.

Here, let us recall the moment when the classic physics building depicted by physicists will be tilted: (classic) physics The building still stands, looks still so majestic, so unbreakable, but the atmosphere suddenly becomes extremely dignified Up, a feeling of depression from the rain is spreading in people’s hearts. The new century is coming soon, people don’t know what is going to happen, and history will go where. Looking at the horizon, people can see two small black clouds faintly, so small and inconspicuous. No one knows that they are about to bring a storm and wipe out everything from the old world.

However, before the storm came, let us look up and look at the sky of the golden age as the last nostalgia. The golden light shines on our faces, and everything is dyed in sacred colors. The building of classical physics is so majestic and radiant in its radiance, and it reminds me of Zeus and the gods in mythology. The unchanging palace on Mount Olympus. Who would have thought that this shocking magnificence was the last glory of the oblique projection on the vast empire. (The above is taken from: “God throws the dice?”)

This is a review of literary performance and the core of science. This review tells us that even the classics of Newton and Einstein may be the empire’s sunset, let alone the marketing theory and marketing practice with a narrower scope and shorter time.

The marketing theory community has created some valuable theoretical tools. But it is somewhat like the previous archaeology of molecular biology, far from being built on a solid foundational discipline. If there is any “classic” in historical marketing theory, it may not be those 4P, positioning or IMC theory. It is a quantifiable consumer research method and a method based on ROI data measurement. The former’s thinking model has gradually become today’s data-based insight, which may evolve the content communication strategy of KOL and segmented media. As for the theory of IMC and positioning, it is destined to be eliminated with the technological development of the human brain by AI technology.

In the past 100 years, humanities have driven marketing practices more and more, leaving a lot of classic advertising and marketing cases. In the next 100 years, the combination of big data, artificial intelligence, professional KOL and IA shopping guide will change the marketing field from the bottom operating system level, and marketing practice will be guided by technology.

The aging of a person’s thinking, the usual characterization is that they are no longer willing to accept subversive views, and are more willing to stay in the comfort zone to adhere to the existing ideas. But in the face of a new round of switching, our most sensible attitude may be to maintain the innocence of an old scientist, not the humanistic feelings of the mountains.