«The old mass marketing will still be used, but it isn’t as good as the new marketing. The former does not make distinctions and includes everyone, while marketing 3.0 works with segments and details, almost at an individual level». The prophecy made by Philip Kotler, who was the most celebrated theorist of old marketing, has no half measures and it is based on a few, very specific innovative elements.

For instance, as he explained during the PKMF in Milan, the use of tools such as neuroscience, allowing to «map the user’s preferences directly at a neuronal level, with no need to ask “What do you prefer”». And above all storytelling, which uses both short form marketing and long form marketing: «Thanks to the Internet, we no longer have space constraints and we’re generally more willing to read. Content management – the ability to create stories – has thus become essential».

More generally, according to Kotler, «marketing will become more mathematical, more digital, more artificial intelligence». The marketing talent people will be younger, because younger people grew up with the digital age: «I want to hire a 20-year-old person who has played with the games, we call them ‘the Millennials’, the new generation», he says. And he concludes: «The future of marketing is already here. We already have the tools. Our hope is that we will be able to actually make the right message for the right person, at the right time, with the right price. And that is perfection».