Technology is changing our lives, but it is only a tool that we should use in our favor. We are witnessing the evolution of the marketing concept that successful companies are taking advantage of, favoring consumers.
In the Jalisco Talent Land edition of 2019, the formula is repeated to attract the best national and international exponents in the field of innovation, entrepreneurship, science and technology. And the presentation of Gabriel Richaud, General Director of IAB Mexico was a conference that could not be missed; If you did not have the opportunity to attend, do not worry, I decided to make a summary of that 2 hours paper.
Marketing in the age of data. The Internet has been the trigger for changing the relationship between companies and consumers. Within 10 years, internet penetration has doubled and growth rates have now settled down.
The smartphone earns relevance and becomes more important in terms of connection. Digital formats continue to grow, the digital advertising guideline represents in Mexico about one third of the total media investment.
What is happening with electronic commerce? Internet is not a way, it is a platform in which content and media evolve and converge. We are evolving to interactive marketing, in this concept, companies have to adapt to consumers, creating technology that facilitates the lives of people. Technology, data and content are the 3 necessary tips in these new transformation models.
The big brands are being eroded by new players prepared for D2C environments. In the digital environment we are currently experiencing, complete industries are being transformed, business models are rapidly becoming obsolete as well as traditional communication strategies. Therefore, it is essential that the role of Marketing evolves to create, communicate and exchange offers that have value for customers, partners and society in general, taking advantage of the interactivity and personalization offered by digital platforms.
The process has not been easy for companies; from a limited vision of the use of digital platforms, through fashions, learning to fail or simply lack of knowledge of the Management team, which has caused an aversion to change or serious disappointments along the way.
