36 evidences for tomorrow: Thank you Marketing!

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A little history …

At the end of the 90s, the beginning of the 2000s, marketers and communicators saw in the emerging Web a magnificent complementary tool to ensure the communication of brands – a vertical tool, like the classic media that they dominated with their massive investments.

While WWW began to buzz with a multitude of small conversations, first on the forums, then on the first blogs, French teenagers rushing to the Skyblog platform, founded by Pierre Bellanger …

As early as 1999, however, four American researchers, Rick Levine, Christopher Locke, Doc Searls, and David Weinberger had observed it as obvious: “Mar-kets are conversations” – “Markets are conversations”.

Le Cluetrain Manifesto then posed the framework of a marketing where thanks to Internet, ” consumers are getting smarter faster than most businesses “. In 95 theses, the authors of this Manifesto of the obvious paved the way for connected marketing – 21st century marketing.

Then everything accelerated

Facebook, YouTube, Twitter, LinkedIn, Instagram, Pinterest, TikTok, etc. ; and marketing has been able to adapt as underlined by the Scientific Council from the Adetem in his two Manifestos of 2013, then 2020: “Everything goes quickly, very quickly. Or rather no: everything is going faster and faster! “.

The last 20 years have seen the emergence of a new consumertor – which we will call ” empowered consumer ”, or“ consumer actor “, a consumer better informed, and above all more critical, more active… but not only!
Because it is above all to a citizen more and more concerned by environmental problems that we address, through their health, sustainable development, respect for others – including the subcontractors of subcontractors to the other side of the planet – respect for animals… and who clearly wants us to respect it in return!

The health crisis has played a formidable – in the double sense of frightening and gigantic – role of catalyst and accelerator: nothing has really changed and yet nothing is as before! Or rather, it is strictly no longer possible to act as before, without taking into account the new expectations and new behaviors of citizens.

In summary

Two milestones have deeply marked our society in general and marketing more particularly: the rise of the Web and the recent health crisis. Both reveal major societal changes. Two milestones… and two manifestos.

The Manifesto of Evidence, co-signed Levine, Locke, Searls and Weinberger, previously mentioned; and 36 evidences for tomorrow, thank you Marketing, last opus of the Scientific Council of Adetem.

36 obvious facts, the first of which sets the tone:

« Yes, the consumption remains a blessing. Thank you Marketing! “.

But also: “Marketing is the compass of a world in rupture and in perpetual acceleration”, “Sustainable marketing is the antonym of planned obsolescence”, “The Marketing director is a human who speaks to other humans . The AI ​​and its algorithms should take the seed! “

36 evidences to discover on the site of theAdetem, on the articles published on LinkedIn… but also to comment throughout the year, in the many events of the association.

Presentation of the New Manifesto of the Scientific Council of Adetem : Adetem Scientific Council – Yes, consumption is still a benefit. Thank you Marketing! – Adetem



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