New life to old marketing

SWOT's, 4P's, STP's and the like have long subsidized effective marketing strategies, fostered efficient action plans and generated effective results. Good weather! Considering the speed of time, that worked very well back in the so-called "old days", about 2 or 3 years ago. That's right! We live in a time where yesterday is already the old days. And why doesn't it work anymore? Because before we could analyze markets and scenarios, segment by geography and demography, position for defined "target audiences", create products for generic demands, distribute homogeneously, price by margin, loyalty, forecast sales and be happy forever. Now the reality is another Who has done a recent market research and no longer got the answers they used to? The volatility of relationships, the uncertainty of the future, the crisis of ethics, the technological increase, the new generations, the scarcity of resources, the sustainable discourse, the unsustainable practice, the customization without scale, the products created and discontinued in the blink of an eye, the new demands invented at the snap of a finger and a little more of other contemporary phenomena no longer allow us to draw any long-term predictability (or not that long). This can be considered a threat, an opportunity or, whatever, an obligation to reinvent the way of dealing with all these variables. The brand is no longer a dictator From this perspective, it no longer works to create an offer from the perspective of the brand, to publicize it and wait for the world to come and buy. Mainly because the probability of the world not wanting to buy your offer the way you think it should be, is immense. You have to see, hear, feel, prove and understand the needs of the world in order to create relevant offers. Only in this way are there possibilities to sell to those who your brand has managed to conquer through RELATIONSHIP. Relevance creates reference Today, the general public has at its disposal an infinite range of competing offers and only allows itself to be faithful and to relate to the brands it considers a reference or authority in that market, segment or niche. But to be a reference or authority, the brand must deliver relevance. It needs to meet expectations and, above all, to surprise. Here, we have arrived at the starting point for strategic repositioning of new marketing: relevant content to create relationships with the audience. This is how we reposition New Concepts as an agency of ideas, actions and results. Ideas A brand's relevant content is built by creative concepts, exquisite design and interactive sharing platforms. These ideas gain reach potential and generate audience through convergence between conventional and new digital means of dissemination. Actions Here, traditional marketing becomes even more rejuvenated. Before, the logic was just to create an image for the brand, publicize it through the media, generate an audience and encourage the public to buy the products offered. Now, the new marketing has new variables. Promotional actions, direct marketing, e-mail marketing, digital interface channels, etc., become more interesting when based on relevant content that demonstrates the reference and authority of the brand. The probability of the audience converting into contact becomes exponentially higher when it recognizes such authority. From then on, customized and automated actions for the nutrition of pertinent content convert the contacts gained into relationships of affinity, trust and credibility. Results In this new model, the result is much more easily measured, as it is possible to quantify the audience generated, the conversions of audience into contacts and the turnover from the relationships generated. Another important result is the possibility of better understanding the audience, not only by occasional surveys, but by almost real-time knowledge of the habits and customs of clients, through the various interactions that the systematic relationship generates. Thus, a brand new marketing, totally rejuvenated, presents itself for the new strategies demanded by the new time, which can also be good weather. It's up to you.