Demarketization: a new approach to marketing

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In contrast to the traditional marketing model, a new, more humanized proposal has re-emerged: demarketization.

For a long time, traditional marketing, marked by excessive advertising, connections between brands and the public without much creativity and with an excess of scarcity triggers, was a strategy that worked.

Consumers gradually began to tire of being bombarded with so many advertisements, but this model continued to be replicated across all platforms. With the help of algorithms and artificial intelligence, it seems that the amount of ads has become even greater.

What is “demarketization”?
This movement gained ground in Brazil with the publication of the book “Desmarketize-se”, by João Branco , by Editora Gente. Branco, who previously held the position of CMO at McDonald's, experienced this change in mentality directly, especially when he realized that the fast food restaurant's traditional campaign strategies were not capturing the interest of new generations.

Thus, the idea of ​​demarketization has as its main israel phone number list objective to develop a marketing strategy so efficient that it doesn't even seem like marketing . This is only possible through the construction of authentic brands, with structured values, clear purposes and that know how to listen to and learn from their customers.

Furthermore, this concept understands that the value of a brand also lies in the relationship it establishes with its consumers, which is why it is necessary to position itself in a more humanized way and open space for customers to contribute to the improvement and development of products and services.

This means that the era of “perfect brands” is coming to an end. Now, the public values, identifies with and connects more with those that demonstrate vulnerability. They want to see the values ​​of companies being put into practice, a closer and more personalized contact between brand and consumer and they want to feel included, respected and considered.

The role of influencers in demarketization
Individuals, such as digital influencers, are considered the main vectors of demarketization. They know how to develop authentic advertising that “doesn’t even seem like marketing” to connect the brand with society.

According to a survey by Opinion Box, 75% of respondents said they had made a purchase after receiving a recommendation from an influencer on social media. This data highlights the exponential growth of this market. Currently, it is estimated that there are around 500,000 digital influencers in Brazil, and if we consider those with less than 2 digits, this number could reach up to 10 million.

Therefore, it is important for companies to abandon the idea of ​​traditional marketing and increasingly direct resources towards establishing authentic, inclusive, creative and intelligent relationships with their audiences. They need to understand the difference they make in the lives of their consumers and disregard ready-made formulas and traditional marketing models, without treating their customers as a uniform mass.