Walking towards new marketing
Posted: Tue Dec 17, 2024 6:01 am
Due to its interest, I have considered it appropriate to reproduce a large part of Angela Mendez's article in the Expansión y Empleo supplement on the changes taking place in marketing. This article contains the opinions on the new marketing of important professionals and professors in the field.
"We are experiencing the end of the brand monologue," says Víctor Alejandro Gil, sociologist and CEO of Cool Insights, a firm specializing in consumer trends research. Although consumers have not stopped evolving and maturing since the beginning of the consumer society, the rules of the game have changed, and drastically: now business owner data they are the ones who speak, who search and who choose.
This is the basis of new marketing, which has evolved more in five years than in the last ten years. For Javier Rovira, professor of strategic marketing at ESIC, we must not forget that "marketing arose from the need to provide an outlet in the market for excess production. But now, in this society, companies have to focus their efforts on creating incentives that generate profitable demand."
What has caused this change? Gil points out two causes that particularly affect the communication of companies: the attitude of the consumer and the consolidation of the Internet. “We have gone from being a passive and naive subject, who gave maximum credibility to the messages launched by brands, to another who knows the springs of marketing, who distrusts and quarantines all the commercial information that reaches him, and who uses new technologies to cooperate with other consumers when validating the veracity of what companies propose to him, as well as to generate his own opinions and evaluations related to consumption,” says the sociologist.
You may also be interested in: Customer service in 2.0 environments, from the Call Center to the Multichannel Contact Center
German Pineiro's BlogRovira shares this point of view, but in addition to the rise of new technologies, he attributes the change in consumer behaviour to the economic and social situation we are experiencing. “The high unemployment rate and the specific situation in Spain are causing a change in values”, especially in the middle class, who say they have gone through a period of great consumption that is not necessary. “Consumers are tired of being offered so many things and having to pay for something they really do not need and do not value”, Rovira points out.
"We are experiencing the end of the brand monologue," says Víctor Alejandro Gil, sociologist and CEO of Cool Insights, a firm specializing in consumer trends research. Although consumers have not stopped evolving and maturing since the beginning of the consumer society, the rules of the game have changed, and drastically: now business owner data they are the ones who speak, who search and who choose.
This is the basis of new marketing, which has evolved more in five years than in the last ten years. For Javier Rovira, professor of strategic marketing at ESIC, we must not forget that "marketing arose from the need to provide an outlet in the market for excess production. But now, in this society, companies have to focus their efforts on creating incentives that generate profitable demand."
What has caused this change? Gil points out two causes that particularly affect the communication of companies: the attitude of the consumer and the consolidation of the Internet. “We have gone from being a passive and naive subject, who gave maximum credibility to the messages launched by brands, to another who knows the springs of marketing, who distrusts and quarantines all the commercial information that reaches him, and who uses new technologies to cooperate with other consumers when validating the veracity of what companies propose to him, as well as to generate his own opinions and evaluations related to consumption,” says the sociologist.
You may also be interested in: Customer service in 2.0 environments, from the Call Center to the Multichannel Contact Center
German Pineiro's BlogRovira shares this point of view, but in addition to the rise of new technologies, he attributes the change in consumer behaviour to the economic and social situation we are experiencing. “The high unemployment rate and the specific situation in Spain are causing a change in values”, especially in the middle class, who say they have gone through a period of great consumption that is not necessary. “Consumers are tired of being offered so many things and having to pay for something they really do not need and do not value”, Rovira points out.