The wants and the needs in Digital Marketing

Sin títuloThe 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 🙂

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