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Strategic Marketing that Gives Meaning to Digital Marketing: The Diverse and Cross-Cutting Approach that was Overlooked
Disruptive strategies that add real value. In a world where coherence is key, we explore strategies such as product placement in videos, scripted and produced actions with influencers, and brand presence in video games. We also emphasize the importance of out-of-home strategies, such as public screens and street art. Theming the brand in museums and creating brand experiences in playful places becomes a fundamental strategy to stand out in the competitive current market.
Phigitality or Fisidigital and Tribal Marketing
We introduce the concept of "phigitality," incorporating brand values into every detail, from customer service to real activations. We explore the importance of tribal marketing and how to go beyond social media to connect with customers in clubs, events, and experiences tailored to their tastes and passions.
Crossing Marketing and Head of Culture
We highlight the concept of Crossing Marketing, going beyond the integration of marketing and communication. It is crucial to understand that the company's actions must be "interconnected," manifesting throughout the entire internal and external experience. Additionally, we explore the crucial role of the Head of Culture, going beyond being a role to become the way of being and doing for the entire company.
The Resurgence of Mislabelled "Obsolete" Strategies that are Essential
In a paradoxical turn, seemingly obsolete strategies are experiencing a robust resurgence, complemented by powerful digital marketing tools. Marketing is undergoing a transformation, moving towards a more coherent harmony between the digital world, offline experiences, and real-world interactions. The two sides of a coin that are starting to balance on the "offline or real" side.
The Five Secrets of the Digital World 2024
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Boom of Marketing Automation: Marketing automation provides digital tools to connect with the audience quickly and personalized, optimizing performance and results.
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Customer-Centric Data Experience: Collection and analysis of data to understand customer behavior and preferences are essential for personalization and continuous improvement of the customer experience.
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Consolidation of Phygital Experiences: The phygital strategy combines the tactile and emotional experience of shopping in a physical store with the efficiency of online shopping, creating a personalized and connected shopping experience.
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Omnichannel Communication: Unifying communication from various channels creates a seamless conversation and provides a pleasant shopping experience for customers.
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Data Privacy Strategies: Data privacy becomes crucial, with consumers seeking brands that offer a better user experience and respect privacy.
The 10 Trends that Will Shape the Future of Communication and On-Off Crossing in 2024
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Communication through Soft Skills: Human connections are essential, highlighting the human side of organizations through personal stories, organizational culture, and social engagement.
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Artificial Intelligence (AI) as an Ally: AI becomes a strategic pillar for content generation, ad targeting, and process automation, providing valuable insights.
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Social Media Engagement: Beyond likes, authentic interaction and meaningful participation on social media, especially through short videos, real physical actions, gamification, and theming, are key.
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Authenticity in Communication: Authenticity and transparency become necessary to build trust in corporate communication.
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Beyond 360 Campaigns, Enter Crossing: Integrating strategies across various channels, from social media to in-person events, creates a holistic experience for the customer.
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New Channels for Communication: Streaming platforms like TikTok and Twitch play a key role in the digital revolution.
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Sustainability in Communication: Sustainability is integrated into the business model, and consumers demand more conscious and responsible products and communications.
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Phigitality: It is not conceivable that digital media replace or supplant traditional ones; what they do is enhance distribution. We live in an era where all formats must be present and interrelated.
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Humanization of Technology in Real-World Use: The human experience in service is irreplaceable but must be supported by all possible technologies.
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Amplified, Themed, Singular Experience: The era of conceptualization, culture, and branding manifested in every detail.
The IN Analysis:
These trends, far from being transient, mark a path to success in communication and reflect our constant need to explore new horizons, understand an evolving world, and strive for equality and diversity. In a world where communication is key, these strategies stand as fundamental pillars to be agents of change in society.
Let's continue exploring new trends and finding inspiration in the transformation that began in 2023, post-pandemic, and will expand even more in 2024, as the "digital" world is not enough; it satisfies from the experience, from data, information, contact logistics, message distribution, and sales prospecting.
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