In many cases, it may have had a certain basis, but in many others it may not, depending on who was behind it. The fact is that it is increasingly difficult to do “bad” Marketing (that has results) due above all to the changes that we consumers are experiencing today. With this opinion article: “The new Marketing and its Marketing problem”, we are going to share our vision as professionals in B2B and industrial Marketing and Sales in the last 20 years and having new zealand phone number material experienced first-hand the evolution of “something” that is increasingly less of a department or tool and is more of a transversal mentality of an organization that wants to value its way of relating.
Some time ago someone told me that he “didn’t believe in Marketing or its results” and after talking to him he realized that he had been doing Marketing for 30 years (although he didn’t call it Marketing), exactly since he started his successful company. This is because in order to “survive” and be successful he has had to relate without any doubt. Whether through the product, service, personal empathy, but his clients have rewarded him by buying from him for 30 years.
For us, this is good marketing, the kind that lasts, is reliable, has values and does not inflate. It does not rely on misleading advertising, the short term or miracles to use it. We talk about common sense, empathy, relationships, but above all, helping and being profitable.
It is often said that “Marketing has a marketing problem” and it makes sense too. Marketing professionals must be self-critical; perhaps we have not been able to “sell” or explain the concept well, or perhaps some have appropriated it to reach a goal in any way.
What is clear is that from the birth of Marketing until ten years ago, the environment was much more predictable and less changing. Things had an inertia and were calculable, the consumer had little power, therefore Marketing and Advertising achieved Sales just by appearing repeatedly, but did they really penetrate the consumer's mind as a relationship or as a mere one-off opportunity?
Today we are talking about a new marketing whose main need could be to reinvent a word with very diverse expectations. Since the emergence of the digital era, we are at a point where building long-lasting relationships in hypersaturated channels has become essential, but even so, the main change is not motivated by internal "theories" of Marketing but by the omnichannel consumer revolution.
A consumer who has taken over brands (with their power of prescription), with much more power than before and who cares about the way things are done, a consumer who is bothered by being impacted by things that do not interest them or do not HELP them, a consumer who wants experiences and not products. A consumer who wants to solve things at the right time.
In the face of all this, the "misnamed" Marketing can continue bombarding with messages at inopportune times, abusing privacy, it may want to continue sending dubious messages or it may want to continue thinking in the short term but... will consumers allow it?
The other day we heard that 40% of everything bought on Black Friday had been returned in the following days. Has this helped anyone? Certainly not the consumer, but not the company? … either.
We can no longer call this Marketing because it does not help, it does not solve or build in the medium term, it simply forces things.
