The new age: responsive marketing

Nowadays we have more information than what we can process. The information is available worldwide and every day this information has to be better, more accessible and more transparent to win consumer’s confidence back. Over time, the technology that was previously available to few, has became accessible to everybody, and with it, we started moving rapidly into the digital age. The emergence of Internet gave rise to a new sort of consumer and marked a turning point on the relationship between brands and consumers. We are in an age where customers are present in many channels; a customer that has changed its purchasing habits while implemented technology in everyday life. Surviving in a market requires competitiveness and fastness. In order to achieve so, companies need to be constantly communicative and interactive with current and potential customers, responding at breakneck speed.

This new digital age is a major challenge for brands; they need to adapt to a new scenario in which they will have to implement new techniques and languages to reach these new, hyper-demanding customers. Developing the best marketing strategies is no longer enough; the upcoming strategies must certainly include the digital marketing side of the company to survive in the new market framework. It is therefore vital to develop a strategy for an effective multi-channel marketing, conveying a consistent brand message across every channel but at the same time, suited to the characteristics of each of them. This new strategy should make users interact among them, while ensuring to knit a brand network around each individual. As digital communication gains relevance, companies have gradually begun to include digital marketing into the marketing mix of the company.

The shift means moving from analog to digital, and companies that have not adjusted their marketing strategies yet need to adapt quickly. At this moment, “Digital Dizziness” can show up. Fear of the unknown, of making mistakes and therefore, of losing income. A fear that scares many, leading them not to do anything. It is hard to keep pace but the first step is to embrace change, and the next is to get down to work designing an online strategy. As Darwin said, “the species that survive are not the strongest, nor the fastest, nor the most intelligent, but those that are better adapted to change.” The quality and the efficiency are no longer enough. Adequate Internet presence adapted to the needs of every customer is now a must to succeed.

Welcome to the age of “responsive marketing”.