Reconfiguration towards Integral Marketing

By Ingrid Mota
Twitter: @ingridmotta

New technologies, connectivity, the digital behavior of people and the synergy that consequently brands must create according to the changing needs and purchase tastes of their current and potential consumers, make the departments of marketing go through a reconfiguration that keeps them in the game of consumption.

Although organization charts had not changed for decades, today and in a personalized way, it is recommended that brands create their own business models to achieve consistency in their marketing strategies.

Indeed, marketing in the era of information technology allows the use of increasingly punctual and real-time tools, which allow messages to be more assertively segmented, directing them towards the "target" we want to reach.

And what seemed impossible, is now a "must" within organizations. Sales and marketing teams must (now!) work in unison to achieve business results and thus avoid joining the large group of companies in free fall that we see every day.

According to Marc de Swaan, Frank den Driest and Keith Weed, three fundamental steps for the new marketing machinery to guarantee success in the results are the following.

  • The challenge: How marketers must generate "engagement" with the consumer in the digital age, which has radically changed their behavior. What strategies, structures and capacities should they adopt?
  • Market research: Data analysis through the use of bigdata, brand strategy, Cross Marketing, falling in love with the employees and sales force of the brand. All of them are essential tools to ensure that the new business strategy achieves better performance in the market.
  • Strategy implementation: knowing the insights of consumers and our product will provide a great brand experience that will translate into higher sales, agility in business operations, consumer infatuation and a strong sense of belonging to the brand by the sales force.

Towards the New Structure of Marketing

Marketing has become extremely important in business.

That is why it can no longer be left solely in the hands of marketers, and not only because many companies could count on the well-known "opportunity surfers" heading the marketing areas, but also because the specialization of information requires talent from different complementary specialties.

Thus, the new configuration in the marketing area must be made up of executives from:

  • • Information technology
  • • Market intelligence
  • • Finance
  • • Consumer attention
  • • Sales
  • • Marketing
  • • Advertising Agencies, Market Analysis and Public Relations
  • • Strategic partners
  • • among others

Companies that want to maintain validity and business viability must evolve towards the reconfiguration of their marketing and keep their employees in all areas trained and qualified. This will make it easier for them to take advantage of this new dynamic of consumption and thereby be able to live up to business needs, and to avoid endless decline in this competitive era with such diversified consumers.

The relevance of the new dynamics of consumption within the digital age means that, as always, the consumer is the king and is the one who decides how he deserves and needs to be served.