Why Quantum Marketing?
Hervé GONAY
Founder of Think Tank Ensemble B2B
" It is estimated that about one third of the gross domestic product of developed countries is derived from quantum-mechanical technologies. It's time for marketing to get started too. "
I've always liked marketing. As a former Chief Marketing Officer at Oracle and SAP, founder of software publishers and President of the think tank Ensemble B2B, I get up every morning wondering how to make the marketers' work easier. The multiplication of technologies makes this task exciting. Solutions to collect digital data, to analyze them, to trigger automatic actions, supported by big data, artificial intelligence, unlimited storage in the cloud... Marketing has means that we did not dare to hope for twenty years ago.
However, I have noticed in recent years, like many observers, that the traditional model (marketing mix or "4P" *) which refers to developing a marketing strategy and winning market share is no longer appropriate. Worse still, it is no longer able to give companies the visibility they so badly need in an increasingly uncertain market.
Because I am an engineer by training, that I studied at Nasa with the designers of the Apollo program who put Neil Armstrong and Buzz Aldrin on the moon, I chose to study the issue from a scientific point of view.
I have hypothesized that a buyer - the smallest unit in the market - has a particle as its physical counterpart. At the beginning of the 20th century, however, it was discovered that every particle is governed by laws (known as quantum laws) that are at least surprising, in flagrant contradiction with classical laws. Surprising but true to reality, to the point where their application has paved the way for major technological innovations (transistors, lasers, photoelectric cells, etc.). Then I realized that quantum principles can also describe, by elegant analogies, the behaviour of these "elementary market particles" that are buyers. They enlighten their motivations, their decision-making processes, the indeterminacy they display... They encourage a new approach, in response to the limitations of the traditional model.
Here is a presentation of it, in the form of superimposed marketing and quantum physics exploration. During this adventure, you'll be accompanied by marketing experts who will give you an authoritative opinion, while the first companies to experience quantum marketing will give you their testimonials at every step of the way.
Have a good quantum journey !
4P: abbreviation for "product, price, promotion, placement", referring to the elements of the "mix-marketing" defined by Jérôme McCarthy in 1960 and popularized by Philip Kotler in the 1990s.
