The other day it came out in the forum the eternal discussion about whether Marketing does create needs or not, and for the first time I thought about this under the Digital Marketing perspective and me personally, I see it like this:
The NEEDS are the structural part of the marketing:
– they don’t change with the exogenous issue: society evolution, e.g. 10 centuries ago people needed protection as we do now
– they don’t change with the endogenous issue: marketing evolution, e.g. with the 4 P’s people had the same needs as we do now with the digital 4 C’s
The WANTS are the circumstantial part of the marketing:
– they do change through the society evolution, e.g. 10 centuries ago people covered their protection needs with a stick , now people go to the internet and in one click, pay for an insurance to cover their protection needs.
– they do change through the marketing evolution, e.g. 50 years ago people wanted a push, now people want a pull.
So in my opinion, this is why the social component is critic in Marketing, and now more than ever in Digital Marketing. Because it studies pre-existing human needs to deliver product and services that cover them. And successfully linking both is an art. The art of Digital Marketing 🙂