IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. The needs of consumers are changing and, consequently, digital behavior as well. In this context, companies must have considerable digital maturity and a presence in the main communication channels that exist on the Internet. And it is that, now more than ever, the consumer demands online services and asks for a user experience to match. According to the First Perception Study that Spanish consumers have of brands, 52% of users miss a maximum of 2/3 negative experiences before ceasing to be a brand customer.

This wants an organic treatment in  the Zambia Email Lists processes and spaces of contact with the brand, whether in social networks, on the web or in the physical store. The use of the mobile phone has fallen in favor of the computer, and brands have returned to using channels such as email to be closer than ever to the consumer. In this sense, brands must place the consumer at the center of their strategy; taking into account that this must be 100% digital, personalized and include a correct segmentation of your target. New digital tools are the key to achieving this goal. Communication is more important than ever, especially in the “new reality” in which we find ourselves. The marketing industry has changed Trends evolve almost without giving time to teams of professionals to adapt their strategies and brand messages to new realities. From mass emails we have moved to push notifications in applications and to purchase through voice commands. Social networks have taken more and more prominence in the ecommerce sector and coordination between all sales channels is essential to create coherent and meaningful campaigns.

The new marketing is not based on launching independent messages about the brand and trying to capture the attention of the consumer with them, but rather it is about taking advantage of what interests consumers, materializing the brand in them and generating credibility. In other words, the mindset of brand management must be changed. The old model was based on controlling the message by putting the brand and its image at the center of the strategy. The new model seeks to start conversations with consumers about the brand and constantly adapt the message based on the feedback that is being obtained. We become curators or editors of the brands without losing the essence of these, but being aware that who is now at the center is the customer. Brands have to carry out more personalized marketing actions with less information. As humans, we all want to be recognized and remembered and this desire is very real for consumers too. Users appreciate personalized product or content recommendations that are relevant to them. In fact, they have come to expect this type of service because companies strive every day to create new, innovative and adapted experiences for their users.

Optimizing scheduling, regulating the cadence of messages, building and maintaining the relationship with the customer, and getting positioned to gain greater momentum in the last months of the year should be the priorities of the brands. Review the tone and content; communicate effectively; pause those campaigns that are not relevant right now; run automated campaigns that did not allow time before; contact inactive customers, since they have more time and are more attentive to email; and ensuring that the public is informed of the reopening and security measures are essential actions that should mark the daily agenda of the different brands, if they want to adapt to the new situation that is expected.

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