The consumer changes every day, not necessarily the brand, but in his way of acquiring goods and services through new communication channels, and this is how he encourages companies to adjust to these new forms of interaction.
If before, mass media strategies were used to reach all consumers in a targeted manner in the mass media, whether by schedule, socioeconomic segments, age and gender, that is now history.
…
By Ingrid Mota
Twitter: @ingridmotta
Just as from childhood we are instilled with the sense of nation, which derives from love for the land where we were born, where our history is kept with successes and errors, struggles and conquests. Similarly, consumers develop a sense of belonging to luxury brands that make us do the impossible to be part of them. …
By Ingrid Mota
Twitter: @ingridmotta
We call positioning the mental space in which a product or brand and its benefits are placed in the mind of the consumer.
However, in this world where technological change has become constant, repositioning is a fundamental tool to ensure that a product remains competitive again and again in the mind of the consumer, and continues to be relevant. …
By Ingrid Mota
Twitter: @ingridmotta
What is a price? It can be understood as several things, for example, it is the point where supply and demand coincide. It is also a sign of competitive conditions in a market. But, importantly, the price of a product is part of the essence of the marketing and it constitutes the most quantifiable part of the process: it indicates the value that the consumer is willing to pay for a product or service.
Being part of the 4 P's of marketing, the price is determined by different variables such as the product itself, the promotion that will be given and the place where it will be sold (square). …
By Ingrid Mota
Twitter: @ingridmotta
In terms of health, depression is a mental illness or disorder characterized by sadness, low mood, loss of interest in everything, and decreased mental function.
In the 1980s, depression ceased to be a medical problem exclusively to become a success of the marketing, thus imposing a fashion. Those who suffered from it had access to a chic and very cool world. …
By Ingrid Mota Twitter: @ingridmotta
The word karma means 'action' and can occur on three levels: physical, verbal or mental. It is a simple law of "cause and effect" where our actions leave imprints or impressions on the mind, which, over time, produce different results. In marketing, whether or not you believe in karma, this will not make any change so that every action you do towards your consumers, will be returned to you, either positively or negatively. …
By Ingrid Mota
Twitter: @ingridmotta
A target audience, a calendar and a budget would be the necessary ingredients for the perfect recipe for a media plan. At least that's how it would be in the last century.
In short, we will no longer hear phrases such as: "the advertising it must reach 80 percent of young women between 18 and 35 years of age with children under 5 years of age”. Fortunately, market segmentation and targets allow us to be much more efficient than that, and achieve a much more powerful impact through the different social channels. …
By Ingrid Mota
Twitter: @ingridmotta
How many times have you or have you been questioned about the results of your spending on marketing, its return on investment, how much it motivated the purchase of your product and modified the customer's purchasing behavior.
There it is convenient to remember the cliché that says that “time is money”.
Certainly every minute in the conception of the product, the weight spent for its arrival on the market and its return can be measured, but it is important to question the efficiency of the technology used in this type of measurement. …
By Ingrid Mota
Twitter: @ingridmotta
Nothing more creative to generate high-impact terms than the marketing. How many times in a meeting has it not happened to you that you notice that you already have to update yourself on acronyms and bombastic terms to name really simple things.
The Customer Relationship Management (CRM) It is a case of these that I mention to you, which is actually an old concept with a new outfit. What was previously known as a customer database has been maintained and has evolved as one of the main marketing tools. …
By Ingrid Mota
Twitter: @ingridmotta
Occasionally reality surpasses planning and many times this is the result of a strategy of marketing.
Let me explain about it.
Let's imagine a market where you have a product or service and you can offer it with standard packaging at a standard price. However, you have the idea to add marketing to it, and what happens? You manage to increase your sale due to the market creation effect of marketing. That is, it does a boost in the market. …
