febrero 2, 2012, Mielina Digital
Everything is marketing, everything in our environment is designed to sell us something; we, consumers are the subject of study of several disciplines which try to understand our behavior and motivations
The book “Kick Ass Business and Marketing Secrets†written by Bob Pritchard defines Marketing as “every action taken by the company, by everyone who works for the company or by any other business or agency representing the company that in anyway comes in contact with a potential or current client.â€
From that point of view every employee of the company is a potential marketer and surely he will be; since one of the first questions in a social meeting is “where do you work†and the next is “how is it?†or “what does your company do?†or even “would you recommend it?†at this point is very evident the need to convince the employee of the brand’s benefits, since they have a certain level of influence among their friends.
But let’s go back to the marketing discipline, a marketer is a highly trained professional who drives business growth, the problem is that the vast majority of them adhere to traditional advertising language only: Reach, Hits and CPM, and ignore completely business language and concepts such as ROI.
They work with measurable things, but those measures are mere approximations, and the results their corporations are interested in are not how much people saw the ad, but the sales increase; in a world where everything is measurable, they fail to measure everything they do and the results of those efforts.
The rules have changed, the mind of the audience has changed, they think fast, they assimilate faster and have a lower recall level; to try to communicate to those new generations by using the traditional approach, which is based on a high recall, no longer works.
World’s biggest brands have defined their identity in simple terms: a simple logo, a short slogan and a simple world that resumes the CPB or Consumer Purchasing Benefit:
Apple “Think Different†= Innovation
Nike “Just Do It†= Motivation
According to the aforementioned book:
“This kind of one word equity is the most priceless asset in the world of new technologiesâ€
