The marketing is always changing. Grenada Email Address Those who work in this area know that strategies need to keep up with changes in technology, culture, behavior, politics, economy and everything that moves the world.
After all, all these changes transform people’s lives and the way they relate to consumption. Consequently, companies need to align their approaches to the trends that society presents. Only in this way do they guarantee their relevance to the consumer and their competitiveness in the market.
Decade after decade, year after year, marketing has gone through many changes. But many companies still adopt outdated practices. Did you do that too.
In this article, we provide a summary of the main changes in marketing in recent years , including the year 2020, marked by a pandemic. From them, we analyze which strategies can no longer be left out of your planning.
What have been the main changes in marketing in recent years
If you’ve been working in marketing for a few years, you must have noticed that a lot has changed, right? And if you’re coming to marketing now, know that this area is very different from what it used to be…
Philip Kotler, one of the leading theorists of modern marketing, proposes dividing the evolution of marketing into phases, from Marketing 1.0 to Marketing 4.0, the most current. Let’s explain the changes in marketing throughout these phases to understand how we got here.
In Marketing 1.0, companies were focused on their own production . The scenario was of little competition and a consumer still naive about business practices.
Generally speaking, companies looked more inward than to the market. In this context, the strategies were massified, to reach the greatest number of people, without distinction between them.
Did you miss any element that is essential in today’s marketing? Yes, the public! It is from Marketing 2.0 that companies begin to look at consumers, understand their behavior and guide their strategies based on them.
In this phase, marketing starts to adopt research and market segmentation to define a target audience for the strategies , in order to meet their needs and desires. Consumers are no longer a mass for companies, as they mature in consumer relationships.
Further on, an essential element for understanding the changes in marketing in recent years emerges: the internet. The web transforms relationships in the world, shortens distances and makes information more accessible.
And so we come to Marketing 3.0, intertwined with digital marketing . The strategies of SEO, PPC, Social Media, Email Marketing, Inbound Marketing, Content Marketing, among others executed in digital channels, are gaining strength.
On websites, blogs and social networks, consumers gain a voice . If before they were a passive mass in relation to companies, the web empowers consumers, who are increasingly active and demanding. In this scenario, marketing understands that they could no longer be treated as mass or targets — consumers are human beings, unique and complex.
What has changed in marketing in the year 2020
It is impossible to talk about changes in marketing in recent years without paying special attention to 2020. The year marked by the coronavirus pandemic left the entire world stunned by an invisible enemy.
covid-19 caused millions of deaths and trapped people in their homes to prevent the exponential increase in contagion. Faced with the need for social isolation , numerous businesses had to suspend their activities in person, both in the office and in serving the public.
The impact of the pandemic has also caused a retraction in consumption in several sectors, such as tourism and events. So, many companies were faced with an unprecedented crisis, with a drastic reduction in customers and revenues.
On the other hand, some sectors had an increase in demand due to changes in consumer behavior. Delivery apps, toys for children, medicines and construction materials, for example, had a growth.
But, regardless of the sector in which they operate, companies had to adapt. With the economic crisis at the door, the need for social isolation and changes in consumer behavior, it was no longer possible to escape: it was necessary to digitize processes .
What strategies do you need to adopt in marketing starting in 2021
Ok, we’ve already done an overview of how marketing has evolved so far, going through a troubled year like 2020. List Provider Now what? How should marketing act from 2021 on.
Based on what we’ve seen so far, there are strategies that can no longer be left out of your planning. As the year is starting, it’s time to know what marketing pillars you should include in your plans in 2021.
