The big challenges that the marketing strategy must face now

Things are not easy for brands and for businesses. Connecting with the consumer is increasingly complicated and positioning content, messages and products requires a balance of more and more elements and more issues. Those responsible for marketing are still just adapting to the digital revolution when they have started new sources of problems and new elements that make people think again.

The boundaries between what can be done and what can not be done, between what must be done and what is not increasingly porous. “Fuzzy boundaries mean that people are increasingly like brands and that brands are becoming more like people,” explains Fritz Friedlund, from Kantar, who has just launched a study on the issue. The brands have had to assume issues and characteristics that until now only people had, such as having ‘a life’ and having purposes and principles, but they have also had to face new challenges because of this increasingly less stable and more porous situation .

The changes in the market have created points of friction and have caused brands and companies and their managers to face new challenges. The study identifies several as those who are now marking the agenda.
Access to information is constant

Information has become the key to the 21st century and also to what marks the agenda for brands and companies. Your consumers are increasingly not only more connected but also more informed. Access to information is recurrent and increasingly massive, which makes the state of things different. On average, consumers spend 2.7 hours consuming content and offline media. To these figures should be added the 3.5 hours spent on the Internet and social networks. The figures are global medas.

To this we must add that these connected hours are not even concentrated in a field, but are scattered by different devices and different screens. Information has become ubiquitous and, above all, the relationship we have with it has changed. As you remember in the analysis, all this consumption of data and sources is done because we have become accustomed to multitasking.

That makes the state of things different, that attention changes and that brands have to play with other weapons. And, in addition, companies now have to take into account another issue, the fact that they run the risk of saturating their consumers in a higher way than in the past.
Confidence is in crisis

This change in the patterns of information consumption and what has happened in recent times has not only made the situation more complicated in terms of attention, but also in relation to the information itself. Consumers are increasingly distrustful and there is an online crisis of confidence.

40% of Internet users worry about the amount of information that brands can have about them and how they use it. But right from the start the confidence is low. The false news, the chatbots, the trolls, the incorrect use of information by some companies … All this has created a climate of tension and concern.