Make no mistake, the number 1 goal of companies and brands is to sell but … times have changed. How it is sold and what it uses is no longer exactly the same and it no longer works in the same way. Consumers no longer expect the same things and they no longer want brands to deliver the same messages to them. Consumers have changed and how brands relate to them has no choice but to do so as well. In a chapter of Mad Men, the series that has become one of the best references to understand how marketing and advertising worked in the past, Peggy, one of the protagonists, decides to create a kind of revolt in a store to attract consumers’ attention to a product. Two housewives will try to do with the product in question and will make the Morocco Phone Number List whole supermarket interested in it. Would you achieve the same results today by doing the same? In the past (and in the past we are not talking about a hundred years ago, it is actually something much more recent), brands had certain elements that helped position and sell. Using a famous person worked, casting a catchy slogan too (after all, there weren’t as many media outlets as there are now and it was much easier for something to actually be seen hundreds of times and ‘stick’) or make a brand-name proposal . Not so long ago, certain brands and certain products were seen as a kind of status symbol and as a way of telling the world what one was. For this reason, you wanted an expensive car, a house with certain conditions and that particular designer’s shirt.

Consumers are no longer seduced by simple messages or strategies designed only to sell and sell.
But these ideas are no longer valid today, and brands have to work much harder and in much more varied areas if they really want to connect with potential buyers. Consumers no longer use just those messages and ideas to position and sell and sell no longer work. Selling has become a long-distance race and one in which brands have to wake up in areas that until now they were ignoring.

Part of this change in what to say to consumers is strongly marked by the change in consumers themselves. The evolution associated with demographic changes has a direct impact on how the messages that should be served to connect with them should be. Millennials have entered the market with force as consumers (they are the generational replacement and are the group with the largest demographic weight in some markets) and have made companies have to assume their demands as key elements for brand management. Millennials don’t ‘buy’ the same values ​​as their parents or grandparents and they expect companies to meet different goals, with different ideas, and serve different questions when it comes to connecting with them.

To this must be added another more contextual element that has arrived at the same time as the millennial boom. Brands have to face a present in which there are more and more messages, more and more noise and in which it is more and more difficult to stand out. As the internet has become more popular and as mobile devices have become increasingly common in consumers’ day-to-day lives, reaching them has become a much more delicate matter and one, in addition , in which the elements of the past cannot be relied upon to achieve this.

And that’s where brands have moved from simply selling to the much more complex environment of the present.

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