About

This blog appears as a need to express the new way we are doing marketing today.

 
Marketing as any other discipline immersed in the world today, is going through a transversal transformation process that covers all the areas.

Today we are living what many authors forecasted as a deep and disruptive change in the world, generated by information and knowledge appreciation and  depreciation of the traditional assets such as commodities, even capital itself. From management authors like Peter Druker or visionaries like Alvin Toffler to science fiction ones like William Gibson have tried to imagine what those changes we are living today would be like. Technology originated all these changes, but they are not about technology, reading a book has very little to do with the technology that generated it (printing) and impacts in all the areas.
Well, we don’t have to imagine anymore, as an Argentinean contemporary,  “ricotero”* , philosopher used to say “the future arrived long time ago”
 

 

We live in a world where recipes from the past are not effective anymore, where brands need to discover a new way to communicate and to do business, and there is no other way than the way people do it between themselves. But these people are not the same as before and their habits are not the same either.
 

 

We are in front of a new way of doing things, and inside marketing, the new way of doing marketing is called marketing 2.0 (mktg2.0). And it is no other than speaking to clients, listening to them and providing them with what they like, what they want and what generates value. And here the important word is DIALOGUE and not speech or broadcasting, going back to the basis of the communication theory and generating communication with all the tools that are available today.
 

 

In this blog we will analyze the different factors why recipes from the past don’t work anymore. Some of them are:
 

 

  • media fragmentation
  • They way the media is consumed
  • Consumer bigger control
  • The new role of the consumer turned into prosumer
  • Higher broadband use and the consequences in people’s habits
  • A new business model based in “Long Tail” instead of the Paretto Law
  • Apophenia: making connections where none previously existed
  • Differences between webeconomy and traditional economy

 

We focus on digital marketing because it is the engine of the changes in this new marketing 2.0. This is because direct marketing own economy allows us to try with little cost, analyse the results and optimize,  and try again obtaining better results and generating a knowledge about what works and what doesn’t.
 

 

When we talk about Digital, Interactive Marketing or Marketing 2.0, we refer to a group of disciplines that allows us to reach the potential client, create and develop brands and talk and serve the client. These disciplines include and are not limited to:
 

 

  • Mobile marketing
  • Rich media
  • Blogs
  • Rss
  • Advergaming
  • Display ads
  • Marketing viral
  • Tv interactive
  • Marketing in search engines

 

The writers of this blog hope that with these “syndic contents” you can find room for dialogue and thinking so between all of us we get to understand what is happening around us and how this impact the way we do business and relate to our clients.
 

 

We know that our proposal is not easy, that’s why we need your help to achieve this and what we need from you is feedback and constructive criticism.
 

 

Thanks a million,