It is no surprise to anyone to say that marketing has changed more in the last 10 years than in the rest of the history of its existence. New technologies have caused a radical change in the consumer world through new media, channels, products, etc. causing a radical change in the new business approach of brands from the way they communicate to customer service, which implies new ways of managing such an important asset.

However, there are two issues that have not changed: the amount that companies invest in marketing continues to be considerable and grows each year, and the need to “demonstrate” these investments and their return to other instances of the company. The reality is that the intense change in the marketing environment continues to be a Philippines WhatsApp Number List  reflection of a “new world” of business where innovation and the breakdown of business paradigms hitherto unthinkable are becoming the norm in a new scenario of successful brands. . Thus we find that Uber, the largest taxi company in the world, does not own vehicles; Facebook, the most popular medium in the world, does not create any content; Alibaba, the most valuable retailer by market capitalization, has no inventory and Airbnb, the world’s largest accommodation provider, does not own any real estate.

These companies and many others have started incorporating the brand-building process directly into their business strategies, moving away from the erroneous view that still persists in many companies that the brand is the responsibility of the marketing department. They have managed to build with technology at its core a strategy where the brand manifests itself in a way that consists of all its points of contact. A brand is the sum of all the interactions that consumers have with it and it is here where these powerful brands have managed to become relevant by processing information in real time to adjust, improve and offer better products and services, which leads them to lead the markets where they operate.

The big question, to which at least I still don’t have an answer, is what is the formula for success in such a complex and rapidly evolving environment as marketing is today? The first, most obvious approach is the need to work on the perfect combination of technical and creative elements in the development of strategies and relevant experiences for the consumer. Which undoubtedly implies positioning and working with digital beyond a simple communication channel, providing its own business and marketing strategies, always consistent with the physical world. A second element, which seems coincidental and relevant for success is innovation, being incorporated into all the processes of a company from product strategies to channel development or even in the way in which customer relationships are managed. Another element is the evolution towards increasingly global approaches in terms of the brand and its value proposition, with local implementations in action plans, media or channel positioning. Finally, the management of complexity in terms of channels, media, products, consumer behaviors, etc. It requires tools and processes that facilitate both management and decision-making and provide consistency to the brand, guiding both its objectives and implementation.

Undoubtedly, today marketing is an analytical science, each day it is more supported by data that allows us to effectively identify purchasing patterns, what consumers want, the experiences they appreciate or the innovations they value, which in the end translates into successful strategies. Gone are the investments based on intuition to give way to an analytical science, associated with the big data concept, which allows to obtain a guide in this complex and exciting environment.

Consumer knowledge, together with innovation, will undoubtedly allow the brand proposal to be modulated to make it more relevant, generating connections that go further and connect more effectively with the consumer, which is undoubtedly happening at the present time. for working on experiences and communication to achieve differentiated and relevant positions. Despite this more analytical reality in the world of marketing and branding, it should not be forgotten that the emotional component associated with the “story”, or storytelling, and creativity has not diminished, on the contrary, it has gained greater importance when incorporating the consumer in the process through digital interactions.

Undoubtedly, an element of enormous relevance is how the management of marketing and the brand have become a dynamic process that changes at the same speed as consumer preferences, the product cycle or business models do. which leads to the adaptation of ways of doing things.

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