The role of Marketing in digital transformation

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How has digital technology, the Internet, influenced people's behavior? The Internet has changed people's potential enormously. We are facing a change that is as important as the one that occurred with the industrial revolution. Or even more so, because one feature of this change is putting the utility and power of technology in the hands of billions of people.

It is clear that digital technology, the Internet, has changed the way consumer decisions are made and carried out. People have a much greater say. We express our opinions, criticise and recommend, but now we have loudspeakers and can reach the whole world.

Communication can no longer go in just one direction. Advertising is the official version of brands. The unofficial version, what is said on the Internet among consumers, is more credible. Consumers are more listened to. That is why new technology humanizes the way of doing marketing and advertising. The new market is conversations. Brands today have the opportunity to listen live. And that is key.

Marketing needs to move from a tactical function that thinks almost exclusively about how to eliminate stock to being a strategic cross-cutting function of the company that uses new technologies to build a brand closer to the customer. More focused than ever on the end customer. On innovating with the aim of solving real consumer problems and providing them with value. On building a useful brand. On surprising by doing, rather than telling.

Value is the tangible and intangible assets that a consumer receives in exchange for the price paid for the product or service. The greater the value delivered, the higher the price can be asked for and vice versa.

Today, consumers want to understand what the values ​​of a brand are. They all mp mobile number list 2024 even want to understand what the values ​​of its executives are. What is this brand doing differently for society? What is it doing differently for consumers? Today, when consumers choose a brand, they vote.

As I said in the previous post, it is not about doing digital marketing just for the sake of it. It is about why I do it, with what purpose and if it adds value to the consumer.

With all due respect and with the ease that distance makes, no matter how many times I see it, I don't quite understand the new Axa advert, in which while the 30" advert is playing you can download an app, Shazam (some people will have it downloaded already), and then bring your phone close to the screen to give you access to another app that is supposed to help you with driving, you don't quite know how: what if I'm driving and suddenly a piece of rock falls on the road and I'm going to crash into it, do I grab my phone and go into the Axa app to avoid it? I can imagine that they don't intend that and that the app will make some sense. But it seems complicated to me and I move on to the next advert.


Ismael Pascual, Coca Cola, spoke about relational marketing versus product marketing. The big difference between emotion and reason is that emotion leads you to action. It is proven that the emotional system is the one that makes decisions, even those that are more rational.

And finally, Gem Romero, Ogilvy&Mather, and Daniel Calabuig, DraftFCB, gave a sensational example of how to use technology to innovate by providing value and utility to the consumer with the storytelling pajamas. Pajamas with different drawings, each of which can be captured with a tablet or smartphone and a story can be seen.