In a context where aspects closer to technology prevail and where conversations revolve around digital transformation, big data, virtual reality, e-commerce, process automation, inbound marketing, social media, and a long etc... of symbols digital and technological, is when the consumer, the buyer, the individual, that is, the person, is most valued.
In 2013, a historic event occurred and that is that the AMA introduced the word society for the first time in its definition of marketing. A more than relevant fact since it took into consideration what many of us have revealed for some years, we are not talking about a new consumer but rather a new relational model.
A model where we went from monologue to dialogue and from thinking about clients to thinking about people. A model with 3 large axes; the company, the person and society with a clear and clear interrelation between the three actors, and what is more important, that brand or company that does not understand this relationship is condemned to die slowly and painfully or, what is worse, quickly and without knowing where the damage has come from.
Humanize the brand, think about the consumer, increase the experience, focus innovation on people, offer a degree of responsibility with the environment, the environment, the habitat in which we move, put ourselves in the consumer's shoes, provide a empathetic environment, are basic aspects to generate brand and company value.
Many brands have not yet understood this and think that creating a “friendly” and “cool” environment is everything (I apologize to Gray and his campaign for the RAE) or that by creating a close and emotional communication strategy they have already achieved it. .
Putting the consumer at the center of business decisions is vital and is an arduous task and requires enormous effort in business culture, communication, experiential marketing, innovation and, above all, in establishing that special relational bond that makes a brand progress adequately and others fall into complete oblivion.
From our position of business intelligence we must be able to provide all the necessary tools to be close to this consumer in thought, soul and spirit.
- Understanding the importance of ethnography in the entire process, finally recovered after years of ostracism. The experience of the person, the real contact, the street, the home, that exit point beyond modeling with millions of data.
- Generate “People” constantly, a methodology that offers a complete description of the individual in all its extent and social, work, family context, concerns, values, frustrations, fears, aspirations, etc.
- Building “empathy maps” that bring us closer to the person from all angles, what do you see? That hears? what does it say? what do you think?
In short, knowing the person as the fundamental axis of the business, not as a mere facade, but in an effective, real and, most importantly, credible way.
Jordi Crespo
Jordi Crespo
