Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories, Master in Digital Marketing Management – UPF-BSM, Acquire specialized knowledge to manage the digital marketing of your organization. Consumers receive more and more messages from brands. The advertising impacts are more and more and come from more and more scenarios, so much so that it is almost impossible to escape them. Consumers cannot prevent brands from interacting with them and from sending them messages, proposals, content … Now brands are in any corner, in any setting and in practically any format. And, as consumers are more and more connected (and they are increasingly so, as shown by the boom in mobile devices and the expected boom of the Internet of Things), more and more connected companies will be. Calling attention in the midst of all this noise is increasingly difficult.
How can brands do it? How can they manage to position themselves in the midst of this growing hubbub and in which Mexico Email List is increasingly difficult to find a voice that really connects with the consumer? The truth is that there are certain elements that help, as the brands have been demonstrating well and as they have been pointing out over the last few months. Consumers want brand dynamics to change. In a world in which social networks are increasingly present and in which relationships are increasingly close, consumers want brands to forget what they did in the past in favor of closer and closer relationships. They want brands to treat them in a more direct, closer, faster and much closer way. It is often said – and it is not a cliché, but rather a statement that summarizes very well the change that has been imposed in the paradigm – that consumers now expect brands to treat them as one more friend. Ultimately, they want brands to lose that stiff tone and get off the pedestal of the inaccessible.
And this implies a much bigger change. Brands have to be much more relaxed and informal, they have to learn to be conversational. In brand communication, elements that previously had nothing to do with what was done or said in company-consumer communication have to begin to enter. Friends, close people, not only know many things about their interlocutors, but also take advantage of special occasions, such as birthdays or special dates, to create a conversation. And, in the world in which brands must now move, companies have to do something very similar.
Brands have to abandon the big demographics, the big container separations, and go to the specific and concrete. In addition to consumers expecting conversations to drop to that level, brands are forced to do so for another reason as well. The big generic ads, those that go to large masses of the population (such as the classic ads of the past, such as, for example, advertising a dishwasher in a general way for housewives), no longer work. Segmentation is increasingly complex and consumers are increasingly demanding of the ads that serve them. They want ads to be exactly about the things they care about, nothing more and nothing less, and they are quite capable of ignoring everything that does not fall into that category.