Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. ACL Direct Promo · We know about Relationship Marketing , Czech Republic Email List We are experts in loyalty and incentives · We like to create unique experiences The digital revolution is causing a change in information consumption habits and the emergence of new communication channels. The question that arises is: is marketing facing a new paradigm, or are they simply new challenges in an increasingly digital world? Be that as it may and despite all its possible transformations, its ultimate purpose is and will always be the same: to facilitate the sale of a product.

When did we start talking about marketing? There are those who affirm that its origins go back to the beginning of the 20th century when it began to be used in certain North American economic circles to refer to the need to promote the commercialization of a product in the market. Others choose Philip Kotler as their main forerunner in the 1970s. However, our ancestors, more than 3,000 years ago, already had their strategies to promote their products. In the brothels of ancient Pompeii, buried by Vesuvius in 79 BC, frescoes of erotic scenes have been found that served as a catalog of the services offered.

Marketing has evolved a lot since then, but the concept remains the same: making it easier to sell a product or service. What has really changed are the tools and techniques that we have to carry out the same task, mainly a consequence of the adoption of new habits by society, in most cases due to the emergence of new spaces and / or technologies through of which we relate:

The way we consume the information, among which the publicity sneaks
The process and place where not only the purchase decision takes place, but also
the purchase choice itself
The channels we use to interact
The influence that society exerts on us when it comes to projecting lifestyles, which leads us to a consumption whose objective is simply to try to evoke a certain image to other people. An image highly conditioned by the trends, generally biased, of our closest social environment, or rather, more related.
At no time have we talked about the characteristics of the product itself, which may be more or less differential with respect to those of other brands, against which we compete in the mind of the consumer. Nor of the price, which is but an inherent part of the product as it is one of the main functional attributes that compose it, despite the various pricing strategies that are put into practice today. The reason is none other than the will to focus the issue on the marketing concept itself, to facilitate the sale of a certain product, without taking into account its most functional characteristics.

Currently we are, without a doubt, in a new disruptive moment in the way people want to be informed and induced (remember that this is what marketing is about) to buy a certain product. But, can we really speak of a paradigm shift or is it just another phase of the transformation that new technologies have progressively brought about in our way of knowing, seeing, feeling and loving?

The printing press, radio and television were, in their day, new technologies that originated what today we call mass communication, which revolutionized the way of marketing a product, as did distribution, which managed to concentrate consumers already their purchasing decisions in large spaces where countless brands placed their products. And there is the turning point that makes up a paradigm shift, the assumption of a new habit by the majority of society. Internet as a technology allows the conjunction of the above in a single platform, complemented with all the potentiality of information systems, where any message, wherever it comes from, remains and can grow and be distributed to unsuspected limits.

Based on this, if we can affirm that marketing faces a new paradigm where the perception and preference that we have with brands, especially with those that base their positioning on emotional affinity with the consumer, will be conditioned by experience and feeling. real that they generate in people. Because in a social environment of increasing transparency and opinion, advertising campaigns, however creative and suggestive they may be, will not be enough to give a brand the desired personality, as has happened until now.

Impact on traditional advertising media

At this point, I would like to make some reflections on the future of advertising. If we observe the evolution of advertising investment in the last 10 years, it can be seen that it is the traditional print media that are most accused of the emergence of the Internet as an advertising medium. And we are not talking about a transfer from magazines or newspapers on paper to their digital counterparts, but to non-reproducible formats on paper, in the hands of pure online businesses such as Google, Yahoo or Facebook.

With regard to television, Google has already expressed its intention to compete with distributors and networks, broadcasting through a decoder, of which they may already have a prototype, with audiovisual content expressly selected by the viewer and easily linked to infinite resources available on the net. Then, as is happening today with the written media, the Internet will go from being one more screen to a new audiovisual medium with functionalities that will respond to the latent demands of tomorrow’s consumers. In this case, one of the survival paths of traditional media would go through the development of new technological platforms that combine the soft component (television content) and hard (television), and they can compete as equals with platforms born from the digital revolution. Integration strategies in the digital value chain, similar to those that Amazon is trying with its Kindle eBook or Google with the Android and the Nexus One, its own operating system and mobile device.

Regarding external support, the digital transformation process has already started. Billboards and OPIs are progressively being replaced by remotely connected digital screens that will be able to adapt to the needs of the type of person passing by at any time of the day. And if we combine all this with geolocation, feasible from the moment we carry a mobile on us (and give our permission), we could design campaigns with specific impacts in time and space, for each individual in particular. The question will be whether the owners of the physical medium will continue to manage the advertising with agencies and advertisers, or whether a new content distribution platform with a greater capacity to process real information, such as a telecommunications operator, will control the advertising business.

Curiously, radio, a medium that seemed doomed to ostracism, has managed to take advantage of the Internet boom to date, managing to increase its audiences by going beyond the geographical limits imposed by radio frequency. I say to date because it is still a medium where the listener still cannot choose, when applications such as Spotify, with 7 million users as of July 2010 (320,000 paid), or portals such as lastFM, do allow it.

In recent years, the Internet has become the scene for the emergence of new advertising models, based on the generation of huge network economies in which size does matter, such as the Google search engine, social networks (MySpace, Facebook, Linkedin Twitter,…) and virtual marketplaces. Models that feed off each other and whose capacity, or rather, the power to manage consumer habits still has a lot of ground to explore and consequently, many sectors – including advertising to transform.

After these reflections on the challenges faced by traditional media, I would like to emphasize once again that the transformation of marketing will not be given so much by the channel used, be it an iPad, a mobile phone or futuristic glasses with neuronal sensors, but for the availability of information, opinion and, therefore, prescription power, in the hands of any consumer. Who knows if in the not too distant future, commercials as we understand them today will disappear, integrated into the structure of the company, and the figure of the consumer-prescriber will emerge, which will generate sales through his recommendations among his vast network of followers. , in the purest style of a tupperware agent. To what extent would the mass media and large distribution companies as we know them make sense then? At this point, we have entered the realm of fiction, from which marketing is escaping today.

In any case, and as we have been saying from the beginning, no matter how much transformation a chrysalis undergoes, its purpose is always the same: to become a butterfly.


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