While marketing and physics do not seem to have much in common at first glance, the two domains have surprising similarities. Visionary Marketing (on behalf of Getquanty from our ideas and reflections), exercises the exercise of observing marketing from a quantum physics perspective.
What is Quantum Physics?
Born at the beginning of the 20th century, quantum physics is a scientific field focused on the infinitely small.
What is Quantum Marketing?
Quantum marketing is inspired by quantum physics and uses its principles to explain precisely the phenomena observed in marketing.
Overcoming uncertainty with weak signals: from theory to practice
According to Philippe Cahen,"Marketing as we learned in the 1960s was about identifying consumer needs and implementing actions to meet those needs. Today, marketing is short-term promotion ". As a disruption factor, digital has rewrote the cards by opening the way to all possible futures: ubisation, cloud, Big Data, B2B e-commerce, etc., the possibilities offered by these technologies are so numerous that it is finally impossible to anticipate the future in a rational way.
Some of the weak signals that we perceive are signs of a possible future. A retailer who is attentive to his customers' criticisms, curious about technological developments and the price of certain tools and components, will be able to seize these signals as an opportunity to reshape his logistics to meet the new requirements, when a deaf retailer with weak signals will let himself be overtaken by his competitors.
Uncertainty and quantum marketing
Quantum physics is opposed to the determinism of classical physics. Determinism is a notion according to which any event that occurs without cause is impossible.
Would our marketing certainty be wrong?
When the first work on quantum physics began at the very beginning of the 19th century, physicists were dubious because quantum physics went against existing rules.
Measuring the Subject: Critical Improvements in Physics and Marketing
In addition to uncertainty, quantum marketing shares another peculiarity with quantum physics: measurement, which makes it possible to verify whether or not reality corresponds to forecasts. Measuring is a difficult task, and in both areas there are limits. In science, for example, it has been discovered that a particle does not behave in the same way if it is observed or not. Is this the cause of inadequate observation tools? Or the very fact of observing is the reason for this change in behaviour?
What can we learn from all this?
It is impossible to question a prospect without changing his or her perception: the best way to know the status of a prospect is to conduct a survey and rely on probabilities.
This is exactly how quantum physics works: from the determinism of classical physics, quantum physics is based on probabilism.