This article in the LinkedIn is a ¨must read¨. It is an interview with Chairman of VaynerX and CEO of VaynerMedia Gary Vaynerchuk, on the future of Luxury Brands in a Millennial World.
In the chat, Gary V. makes an opportune analysis about how the World is currently changing in terms of communication, …and how the system is not doing it yet. In this way, he speaks about some private conversations with company directors that are still ¨hooked on the past¨ by generational traditions, by education, or simply by comfort. People that still bet for traditional communication platforms investments as tv or print advertising, when the new generations do not watch tv or read newspapers any more. This is a total statement for a system that is in a complete process of renovation (transformation), and where the ¨past awards¨ in advertising are now getting useless.
We are in a current World where vanguard brands are beginning to redirect their ¨shots¨ into the digital platforms as social network sites, influencers and video games. All the rules are being rewritten, there will be soon a new establishment completely different to this current one as we know it, and probably the current lack of the new generations´education helps for all these things. In a few years (probably right now), whoever does not build a proper digital context, will be ¨out of the photo¨. The biggest evidence is that hackers now are becoming the most important tools to win elections.
There is a practical hint for all these things in the big circus of Formula One. They just made it public 3 days ago, with their new unveiled corporate logo. An image that ¨breaths¨ the video game industry, and that makes people can guess where the things are going on right now. I think it is a proper strategy for the sponsorship attraction
..At the same time, just six days before, driver Fernando Alonso was becoming the first Formula One driver to branch out into eSports, after launching his own team ahead of the Abu Dhabi Grand Prix. The ¨olden days minds¨ would think about what the need is for one of the best payed drivers; the vanguard ones support the idea of ¨adapt or die¨.
The thing is, I would say that we will probably see soon (not far) the extinction of the company sales networks as we know them now, something that today still sounds crazy for directives (..I have some similar battles as Gary Vaynerchuk too). In this sense, who will need them having in their hands digital communication platforms that allow the companies to keep in permanent touch with their clients?. Effective influencers and formed community managers will replace them, trust me.
The close-future that is already absorbing us will also build proper direct distribution channels between manufacturers and their clients, that will make disappear the physical shops as we know them too (even online current intermediaries as huge Amazon will be in risk of extinction when companies develop their own ¨portals¨). And probably just the corporate client attention centers will subsist. otherwise we would deeply enter the ¨Capital dictatorship¨ era.
With just these two ¨strategic¨ advances, we will be in the disposition to say that companies will be SELF-SUFFICIENT soon.
Who will need ¨marketing¨ in this context?.
Well, in my opinion a product will always need to be ¨desirable¨, whenever the Century we are in. And here is when the word ¨events¨ enters action. In the same way as the Formula One needs the races to sell video games, the whole Worldwide industry will need events and public relations to make their products ¨attractive¨ (that´s my duty). Influencers are fed events, and social network contents are fed events too. Rihanna would never be capable to sell her ¨RiRi¨ fragance without her concerts, and her facebook would never be collapsed by never-ending followers without the videos from those concerts. ¨Events¨ is where everything begins: the influencers are build in events, the contents are based in events, and the products are alive through events. Call it ¨concerts¨, ¨rodashows¨, ¨presentations¨ or just ¨parties¨, for whichever sector you want to imagine: computers, clothing, food, tourism or banking.
And one more thing, this is what worries me the most: this process of social lack-education that Gary Vaynerchuk was mentioning in his interview, will make the influencers even more stronger than what they are currently. They will be more ¨trustable¨ according to the blind non-education, which means in the future they will not have to ¨hide¨ their subliminal messages as they are still forced to today. I guess people soon will ask them directly about what to buy and what to not buy, …and in this moment, the whole system as we know it today will fall down. Directives will have to follow the commands of their influencers. This is scary.