In the following few paragraphs, I will share my reflection on how change has impacted the way we do marketing with you.

Let's frame our conversation in the following questions:

  • What does all of this mean to our consumers?
  • How are people reacting to change?
  • Why should we rewrite the marketing playbook?

What doesn't challenge you doesn't change you in simple terms!

How you embrace change conveys your core values, translating into your ability to build meaningful relationships with your audience.

The ability to change to the new demands of today's marketing world without compromising your core values is one of the most important fundamentals that will determine the future of brands.

The following five years will be one of the most disruptive years in culture and business. Bringing innovation to the forefront of everything you do for your company is necessary.

For this reason, brands are flipping the script to survive the economic impact of this year. The solution is straightforward!

We must learn from the past and leapfrog to the future! The definition of insanity best expresses the need for change from Albert Einstein.

“Insanity is doing the same thing over and over and expecting different results.”

The time for change is up! And, change must start with the people.

Consumers are skeptical about brands, and their trust for brands is at an all-time low. That's why we have seen is a groundswell of human storytelling relative to the traditional marketing campaigns.

People want to know what you stand for and what you can do for them and society before engaging with your brand.

A brand campaign would have a lead creative development time of six to twelve months in the very recent past. Then you'd drop the prominent advertising in a very high impact moment and passively watch how consumers would react to your message.

More than ever before, a TV Ad today is the ignition point of a conversation with a consumer, not the end. The consumer journey is no longer linear nor symmetrical.

There is no one size fits all marketing plan anymore!

Here are a few questions for you to consider when building your plan:

  • What is your most important objective?
  • How long does your journey have to be?
  • Who is your target audience?
  • What are the problems you will solve for your consumer?
  • How will your consumers' lives have changed afterward?

Consumers want one thing today. The next day they tell you they want another, then something else. What's hot now in three days it's no longer relevant. Staying relevant at the speed of light is extremely hard, but it is the new muscle we must train.

With this constant change, brand loyalty is a thing of the past! This has pushed brands to one of the most critical inflection points, making it one the greatest transformative moments in the marketing discipline.

The speed and the level of accessibility that technology has brought to our lives is unprecedented, at times becoming overwhelming to grasp, resulting in a disconnection from the youth.

With the desperate urge to reconnect with consumers, the brand recently felt the need to be always on and pushing stuff down to consumers, leading to a negative ripple effect called "Content Shock," a concept coined by Mark Schaefer, a renowned best-seller author, and rebellious marketer.

“It’s when exponentially increasing volumes of content intersect our limited human capacity to consume it.”

In its simplest form, content shock is an overdose of content. With so much happening on social media, brands are almost begging for consumers' attention.

This desperate approach for attention desensitizes their ability to feel the emotions of your message. Consumers will stop paying attention to you, canceling you from their lives!

To avoid this from happening, you must deliver relevant content with a clear point-of-view, but you've got to think differently. You can't solve the same problems the way you used to solve them. If you do what you used to do, you're going to get what you got.

You need to break old norms and rewrite the marketing playbook.

Embrace new ways of creating content formats and integrate new platforms into your marketing mix. I promise you. Consumers do want to connect with you. We are living a fast and furious time, but most important!

Your message must be human, personal, and authentic.



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