Post by account_disabled on Mar 6, 2024 5:06:19 GMT -5
Jorge Esteve, Director of New Business at The Brand Nation , published a column some time ago in Theslogan about what he considers 360º Brands, focused on consumer 2.0. The structural idea of the text is that we live in a new era: «New ideas, new supports and new initiatives have taken over from traditional advertising. Many companies currently continue to practice one-way marketing towards anonymous consumers, without taking into account the multiplication and interactive transformation of the media, nor the changes in consumer behavior. create relationships Modern business management prefers to retain current customers through long-term mutually beneficial relationships than to attract new customers for each commercial operation. Among the new rules of the game Esteve highlights: — atomized markets — 'always on' customers — progressively more interactive media and channels — greater consumer involvement in the purchasing process For this reason, branding strategies must change towards the creation and strengthening of intense and lasting relationships, in what.
Esteve calls R4C relationships: «Complicity, Trust, Commitment and Cooperation». Only brands that implement these measures will achieve the competitive leadership that being a '360º Brand' entails. For the Director of New Business at The Brand Nation, one of the keys in this sense is the entire phenomenon of Consumer Generated Media (with the acronym CGM, there is an interesting analysis here ). Also understood as media generated by the consumer, there is no doubt that they represent a novel interactive and two-way marketing tool where the consumer becomes the creator and Industry Email List disseminator of their own message. And Esteve concludes: «For these reasons, big brands no longer advertise, they interact by creating 360º experiences and involving their customers in their development. The objective of a 360º strategy is the maximum use of the means of contact on the different channels, to intelligently connect the public with the brands, building, at the same time, a solid and permanent capital.
We must be aware that even the American Marketing Association has modified what it understands by marketing to incorporate 'new' attributes, especially in relation to both value creation and relationship management: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. I am convinced that 'traditional' marketing based on the four Ps is almost irrelevant today. We live in the era of mass consumption (Amazon is an example), but, at the same time, we want to go to that store where they know us and advise us based on our latest queries and purchases ( Amazon is also an example thanks to t Berry in the eighties. The ultimate objective is to identify the most profitable customers to establish a close relationship with them that makes it easier to understand their needs and, thus, manage the company's resources to create the best possible experience and maximum customer value.
Esteve calls R4C relationships: «Complicity, Trust, Commitment and Cooperation». Only brands that implement these measures will achieve the competitive leadership that being a '360º Brand' entails. For the Director of New Business at The Brand Nation, one of the keys in this sense is the entire phenomenon of Consumer Generated Media (with the acronym CGM, there is an interesting analysis here ). Also understood as media generated by the consumer, there is no doubt that they represent a novel interactive and two-way marketing tool where the consumer becomes the creator and Industry Email List disseminator of their own message. And Esteve concludes: «For these reasons, big brands no longer advertise, they interact by creating 360º experiences and involving their customers in their development. The objective of a 360º strategy is the maximum use of the means of contact on the different channels, to intelligently connect the public with the brands, building, at the same time, a solid and permanent capital.
We must be aware that even the American Marketing Association has modified what it understands by marketing to incorporate 'new' attributes, especially in relation to both value creation and relationship management: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. I am convinced that 'traditional' marketing based on the four Ps is almost irrelevant today. We live in the era of mass consumption (Amazon is an example), but, at the same time, we want to go to that store where they know us and advise us based on our latest queries and purchases ( Amazon is also an example thanks to t Berry in the eighties. The ultimate objective is to identify the most profitable customers to establish a close relationship with them that makes it easier to understand their needs and, thus, manage the company's resources to create the best possible experience and maximum customer value.
