Anti-marketing is not a business strategy, or at least it does not originate from the company. Anti-marketing is born in the customer as a defensive strategy for the consumer and that sometimes has disastrous consequences for the company. In the past, what did we do when we felt cheated after buying a product or were treated badly when presenting a service? At best, we would call customer service or write a letter, and at worst, we would tell our friends and family to vent and warn them not to consume
Every day we are bombarded with hundreds of marketing inputs that seek our attention, but if we do the exercise of trying to remember five advertisements that we saw the day before, we will understand the difficulty of retaining them in our memory. Of course, the “marketers” will tell us that the brand is institutionalized subliminally in the unconscious, contributing a positive factor to the purchase decision, arguing that there will be a “recall” in relation to their products or services, those of neuromarketing will tell us that their stimuli of colors, packaging, smells, desing and a good emotional approach, will motivate us to decide.
All of this sounds fine to me, but to what extent is change being taken into account? The future cannot be conceived as a straight line thinking that tomorrow will be an extension of today, we must Austria WhatsApp Number List think exponentially, the changes will be rapid, continuous, unexpected and explosive. The truth is that today’s consumer is not yesterday’s consumer and their level of defense, saturation, social memory, repudiation, criticism, is increasing and their perception of time and reality is also changing. The way we think, how we capture and synthesize information, our correlations with the social and the world is not the same since the massification of the internet that profoundly modified us. For me it is important the hidden connections and events that seem unrelated but are actually the conductors of the energies of the future, the rhythm of these connections leads to notable psychological changes in the population. Some studies even claim that new technologies are altering the chemistry of our brains.
The market is becoming global as a large village but subdivided into small tribes or segments whose main catalyst is the internet, social networks, blogs, forums, etc., where their differences, aptitudes, tastes, preferences, sexuality, etc. are highlighted. . Today it is common to find a group of friends, acquaintances, followers, with several different nationalities and languages but belonging to the same conceptual harmony of life that communicate, share information and look for purchase alternatives that provide them with value, satisfaction, identification, image, within of your existential focus. Distance becomes relative, time becomes desynchronized and it is the marketing task to get at the same moment, understand and tune in with the target market groups or niches.
Companies and large structures that try to cover a large number of consumers, without taking into account the tunings and the power to respond to change, using their traditional systems thinking that what worked will continue to work are wrong, marketing must understand and know how to manage the change.