Marketing today
Introduction
At present we can note how competitive the companies are, regardless of the environment in which they develop or to the target market they point, this is mainly due to the demands of the environment and also of the customers, the latter are more empowered andinformed, making marketing more complex and forcing companies to constantly reinvent themselves, as well as better use the benefits of products and services.
In the 60s and 70 million people who had their basic needs covered, hungry for all kinds of products and services made new marketing techniques emerged, it was not difficult to innovate, the advances in some sectors were quite common, in a nutshellWords everything was sold, day by day in the market new products appeared and this generated that companies began to improve the offer to differentiate themselves from competition.
Developing
Some years later the promotion was the basis of marketing and in a short time the new products could no longer differentiate from each other and this led to the beginning of what kind of products the consumer could sue to manufacture and sell them at much more pricesCompetitive, and the problem was generated, not everything is sold anymore, which is why it begins to refine much more in the offer, this generates new needs in consumers.
Strategic marketing in the 80s ceases to be perfect and gives way in the 90s to a more tactical marketing, this generated by an economic crisis which was generated at the beginning of this decade, developed countries were affected by a crisiseconomic and financial originated by the outbreak of the real estate bubble in Japan, and the low differentiation between products. Companies did not show the medium and long term, market research and consumer, replaced strategies for effect actions and immediate results. But this way of doing marketing could not last long, although many organizations were subject to promotions and gifts in exchange for buying products.
But the brand image begins to be increasingly relevant, and begins to be a differentiating element for consumers. The most visionary companies begin to focus on making their brands more attractive and providing them with their own personality, so that the consumer feels identified with them. This is how we go from the importance of the product to the brand, that is, we go from a marketing marketing to aspiration marketing. What translates into the appearance of a consumer who wants to feel, to be a participant in and become.
Marketing in recent years is no longer focused on the sale of products or services, begins to enhance and value the relationship between consumer and brand. Communication begins to be increasing.
In the 21st century the consumer wants to participate in the whole process, of the brand and even more wants to be part of the company, it is then that the word marketing is mutating between various concepts that arise following specialization (Street Marketing, BuzMarketing, social marketing, neuromarketing, etc.).
Without a doubt, the appearance of the Internet became the main cause of the change in advertising. In the 90s the Internet was used as a showcase, unidirectionally and with static and informative content. People from all over the world can access our information, and the advances on the network were increasingTotally the course of advertising and marketing of the 21st century.
The Internet becomes a perfect element to give the consumer what it seeks, that is: interact, be informed, choose better and own content, look for its brands, etc., In other words, the obligation for the free choice of contents is changed.
It is possible to understand that a well -communicated idea can reach millions of people in a few minutes and touch the feelings around the world. In short, the Internet has been far from the protagonist of the social, cultural and economic changes of the 21st century. Everything is within reach and emotions is what moves their decisions and what triggers their actions. The consumer has the power of information.
In the years I have been studying this beautiful career, I have evidenced that people consume emotions, experiences that provide something new, and if a brand fails to contribute, they will look for them in another.
Developing
Today the consumer is considered the center of all activity. Organizations must generate positive experiences to their clients with the intention of generating loyalty. We are concerned about what moves the client to feel identified with one or another brand. This is why it is essential.
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