Marketing has entered a new era, driven especially by the
digital revolution . The current moment is marked by hyperconnectivity and
agility, with social networks transformed into media channels that drive
brands, services and personalities.
In the so-called Marketing 4.0, advances lead to an even
greater integration between the different media channels, with the use of
numerous technologies and with the consumer fully in the spotlight . Consumer,
in fact, who started to create new buying behaviors, marked by a more
horizontal journey and with few intermediaries.
Another important change: those who consume and interact
with these channels provide companies with valuable data, allowing them to draw
a profile of the buyer, as well as understand their habits and preferences.
This scenario opens up a series of opportunities for the
food industry, which still has a lot to explore. In Brazil, according to
PricewaterhouseCoopers, 77% of end consumers are influenced by social networks
at the time of purchase.
That is, with the use of appropriate tools, the industry can
communicate in a much more targeted and effective way with its audience.
Marketing 4.0 Features
In line with other movements such as Industry 4.0,
Purchasing 4.0 and Economy 4.0, Marketing 4.0 takes into account human
feelings, digital and social transformations, in addition to the values,
objectives and purposes of customers.
In this sense, it is necessary to think of solutions that
make life easier for consumers, in addition to providing more humanization and
meeting the interests of this public.
In order to apply the Marketing 4.0 concept with
assertiveness in the food industry, it is interesting to consider and
contemplate, in combination, different strategic approaches. Below, we've
selected six to help you through this process:
ONline X OFFline interaction
Traditional and digital marketing strategies must relate,
their tools must coexist. This interaction allows for the creation of more
personalized actions or campaigns, as well as analyzes based on data and
metrics.
One of the ways to generate this interaction between on and
off channels is through storytelling , building stories that generate
engagement and encourage consumers to replicate them in their networks.
For that, you need to know where to find your audience and
discover the best ways to interact with them . And remember to promote a
connection based on transparency.
Presence in multiple channels
In this case, we are not talking exclusively about digital
channels. It is necessary to think of a marketing strategy that also involves
traditional platforms, always in an integrated manner, bearing in mind that
customers must find products or services easily. After all, the brand needs to
be where its customers are.
Communication must be adequate for each of the chosen media,
without forgetting the brand's tone of voice.
Integration with full transparency between brand and consumers
With increasingly demanding consumers, brands need to be
open to dialogue. Information about the business must be clear, accurate and
constantly updated. In addition, it is essential to keep the channels open so
that the brand can be evaluated by consumers.
According to The Values Institute of California, the most
trusted brands in the world have built relationships with their customers
through experiences that generate sincere reactions. In its research, the
institute listed the reliability factors of a brand. They are:
skill/performance; concern for employees and the community; connection by
sharing the same values as your followers; consistency in the delivery of
products and services, in addition to sincerity, that is, communicating
honestly.
Content Marketing
By creating relevant content, a brand or company becomes a
reference in its segment. Quality content is one that clarifies doubts, clearly
informs, teaches something and, above all, captivates consumers.
Thus, the brand's proprietary channels become a source of
consultation for this audience, generating engagement, value and a positive
perception. That's why content marketing is an efficient strategy to
strengthen, relate and grow the customer network.
Search for Brand Attorneys
Consumers have established new ways to relate to brands in a
much more personal way. After all, they also represent their values, are part
of their lives and convey the image they want to convey of themselves.
When satisfied with the product and with the relationship
with the company, consumers naturally assume the role of advocates for these
brands, reporting their experiences on social media, making positive reviews,
recommendations and even behaving as an advocate when necessary. It is the much
sought after customer loyalty.
Superior experience that adds meaning to the customer
The secret to creating a remarkable experience for the
consumer is to bet on an interconnected strategy between all the tools used by
your brand.
This goes beyond having a quality product or offering a good
service. Channels need to be integrated to communicate all these attributes and
still provide experiences that exceed customer expectations.
Domino's: Technological Revolution Drives New Positioning
After a period of downturn, Domino's underwent a revolution
primarily driven by technology, starting in 2010. With the Domino's Anywhere
campaign, the company created an ordering channel via its Twitter profile. Then
the strategy expanded to an easy-to-use application. The experience was also
taken to Facebook, Whatsapp and a website.
With the success of the strategy, the brand continued to
invest in actions that promote differentiated experiences for its consumers,
including the Digital Tracker, which allows tracking, via app, SMS or a
smartwatch, the delivery time and location of the order on a map ; and Domino's
Robotic Unit, an autonomous vehicle delivery experiment.
The result of this new moment for the company was the
brand's conquest of wide popularity on social networks and an overvaluation of
its shares on the stock exchange, becoming the largest pizza company in the
world.
