Marketing is a concept used to signify the set of activities and processes carried out to fortify and improve the positioning of companies in their respective markets.

Have you already heard the term marketing? Surely yes, perhaps not properly as marketing but yes as marketing , right?

Although different terms are used in Latin America, they all refer to a single concept, which is directly linked to the process of satisfying consumer needs from a product or service .

Hence the intention to build this article has emerged, in which we will clarify what marketing is, how it influences the context of companies and how important it is in society. Without further ado, let’s get to our point.

The Concept of Different People Working and Marketing

What is Marketing?

Marketing itself is defined as the series of activities within a set of processes in which latent needs and desires of an audience are identified, which are determined according to factors such as:

      • age,
      • gender
      • the socio-economic environment,
      • the psychological characteristics,
      • cultural customs,
      • among others.

Thus, the objective is to satisfy them in a more appropriate way and that benefits both the public and a company or brand.

There are two budgets in the middle of the definition of marketing: the social and the administrative.

Marketing is a social issue because it is a process in which groups of people intervene with their respective wants, needs and demands.

It is also administrative because it needs elements of planning, organization, implementation and control to make it work.

Business execution process and work flow

Together both assumptions, it is obtained that the marketing is directed to the construction of strategies that create superior values ​​and that require the close relationship with the consumer to be successful.

What is The Definition Of Marketing According To Experts On The Subject?

Very well, we will start with the main thing: its definition according to authors and organizations that are influential on the subject.

American Marketing Association

AMA defines marketing as follows:

“… marketing is the activity or group of entities and procedures to create, communicate, deliver and exchange offers that have value for consumers, customers, partners and society in general.”

Royal Spanish Academy

Another important definition to know is the RAE . which explains that:

“Marketing is the set of principles and practices that seek to increase trade, especially demand.”

Philip Kotler

The American professor who is considered the father of modern marketing explains in his book Marketing Management that this is:

“… a social and administrative process through which groups and individuals obtain what they want through generating, offering and exchanging valuable products with their peers …”

definition learned book

Mary Ellen Bianco

One of the first defenders of the internet and online communications defines us that:

“Marketing includes research, targeting, communications (advertising and direct mail) and often public relations. Marketing is for sales, while plowing is planting for a farmer: it prepares the audience for a direct sales speech. ”

Laura Fischer

The greatest Mexican expert in electronic marketing, in her book Marketing describes in a simple way that:

“… Marketing is everything and everything is marketing. Everything you do to promote your business, from the moment the satisfier is conceived until the consumers buy it on a regular basis, is marketing. ”

Julie Barile

The expert in electronic commerce and digital marketing in the mass and luxury markets interprets that marketing is:

“… Traditionally the means by which an organization communicates, connects with, and engages with its target audience to convey value and, ultimately, sell its products and services. However, since the advent of digital media, particularly social media and technological innovations, it is increasingly about companies developing deeper, more meaningful and lasting relationships with people who want them to buy their products and services. ”

After knowing his concept that although it varies a little with respect to each of the authors, we found a pattern and we can say that: marketing is all the activities that improve the positioning of the company in the market and that manages to identify the needs or desires from potential customers.

What Does Marketing Include?

Throughout the text I have talked about needs, desires, value and satisfaction, as words proper to the definition of marketing.

However, it should be noted that beyond defining the expression, they are words that must also be understood independently to better understand the above points:


It is a state of tension that is caused when there is no balance between what is required and what you have. They are normally linked to the physical state of the organism. They are not created, they are inherent in people.


Once the need is translated into specific objects as a form of satisfaction , the desire arises. That as opposed to the need, it can be created through marketing proposals.


It is when desire meets acquisition capacity.


This concept refers to the relationship that a customer establishes with respect to the benefits received from the offer and the costs of the offer. Very related to the concept of satisfaction .


Compressed with human finger on letter D, Brand letter

The brand is a set of aspects, feelings and experiences that the audience has created or had thanks to the products or services that the company offers.

They are differentiating effects that separate you from the competitors and that transmits the values ​​and principles, from their design to their communication actions.

The brand has, in itself, inherent aspects that build it. These are:

      • Logo : is that graphic design element that represents the brand and that is a fundamental part of its marketing strategies.
      • Design : it has to do with projecting visually and finding ways to transmit the message and purpose of the brand. In turn, it is applicable to both the logo, the product, advertising campaigns , among others.
      • Color : when it comes to marketing, color is used to stimulate the sensations that arise after advertising actions, using the brain’s vision centers as receivers.
      • Vector : the use of geometric shapes to represent images digitally is called vector graphics . It deals with the transformation of ideas captured on paper or a pixel file to a vector file on the computer.
      • Typography : Brands must have primary and secondary fonts , which function as a general rule about the type of font to be used for communication within and outside the company.
      • Slogan : it is used to support the communication process with the public when the logo is not enough. In addition, the slogan serves as a complement to a marketing action.


It is the environment where sellers and consumers meet and trade.

Formerly, this concept had a geographical connotation, but thanks to globalization and communications, this condition has been removed.

So, we can define it as the buying and selling actions associated with a product or service.


Exchange is one of the central processes of marketing, since it is the act of acquiring a desired object from an individual, offering him something he wants.

Through marketing, messages can be transmitted that promote products and services that the public needs and the exchange actions originate.

office with business people working together and mobile devices: business management, online communication and marketing


In marketing, the environment is all the forces, whether internal or external, that in one way or another affect your company.

By understanding these elements, it is possible to establish effective communication processes with your audience and generate business opportunities.

Likewise, there are two subcategories of the environment that are:

1. Microenvironment

It is everything that internally generates influence in your company. It has a lot to do with the competitive factors that are totally controlled by the business managers.

These microenvironments are:

      • the company itself;
      • Providers;
      • target audience ;
      • customers;
      • direct and indirect competition;
      • intermediaries.

2. Macroenvironment

In this case we refer to the external factors that are partof the marketing management .

In other words, those actors over whom you have no control, but by adapting your strategy, you can use them to your advantage.

These are:

      • demographic environment;
      • national economic situation;
      • natural environment;
      • available technologies;
      • political-legal situation;
      • cultural environment.

In order to establish and execute marketing strategies, it is necessary to recognize and adapt them to both the micro and macro environments.


There is no company if there are no consumers. For this reason, within marketing, understanding the inherent and external aspects of the consumer is a necessity for any organization that wants to impact the market.

But what is important to know about the consumer?

The first thing is, obviously, to divide the market according to the segment or characteristics of your brand. The market segmentation is to separate into groups portions of the hearing that meet certain criteria and consumer behavior.

Likewise, clearly understanding their needs allows you to adapt the offer of your products, services or channels and also, design effective communication processes to spread and position the products and the brand in the minds of consumers.

Marketing strategy - segmentation, targeting, and positioning. Visualization of marketing strategy process, office in background, wide banner composition.

Furthermore, when we talk about segmentation and identifying needs in marketing, consumers fall into one of 3 groups:

1.Target Audiences

It brings consumers together through general characteristics regarding their purchasing habits or their needs for a product, service or brand. It groups them taking into account demographic criteria such as age, sex, socioeconomic level, among others.

2.Ideal Customer

Also called theIdeal Customer Profile (ICP) in marketing , it is focused on information provided by the target audience adapted to sales processes. For example, marketing performance, commercial structure or capacity, maturity in the market, among others.

3.Buyer Persona

It is the result of statistical studies and consumer behavior that the company already has and has been satisfied and loyal to.

Through this semi-fictional character it is possible to make plans, approaches and guide services and products according to specific customer characteristics.

Example of buyer person: Andrés, Human Resources analyst, 27 years old, married, born in Mexico, interested in sports and animals, he has the objective of becoming the director of his sector, etc.


The positioning within marketing is all strategies and actions, whether through traditional or digital methods to disseminate products and services or brand to a segment or to the general public.

This positioning can occur using one or several aspects within the 4P’s of marketing: price , place , product or promotion .

marketing process concept ( segmentation - targeting - positioning - approaching )


It is the process of making and building your brand with the aim of making it better known and more desired.

The branding does not appear in the overnight but occurs through the actions of the brand. To do a good branding job is to define who you are and demonstrate it in various ways to your consumer.

Market Segmentation

It is the process by which consumer groups are identified and divided by segments according to their different purchasing desires, requirements, characteristics, needs or preferences, mapped in a market research.

The market segmentation has great advantages:

      • allows a clearer classification of the product being sold;
      • provides better service;
      • it grants a good image, exclusivity and category;
      • facilitates the promotion of advertisements;
      • guarantees more sales;
      • reduces the costs of marketing actions;
      • among others.


It is the feeling that the customer may feel after purchasing the product or service purchased if it met their expectations.

Consumer satisfaction is an important objective for companies since it manages to obtain a loyal customer and its recommendation to other buyers.

In addition, it is important to carry out satisfaction surveys to gain insight into the opinion of the buyer regarding the product or service obtained and to collect the necessary information for future strategies that you can include in your marketing plan.


They are necessary to quantify and evaluate the trends, behaviors and results of any action, and show the strategies that are contributing or not to the results of a company.

In addition, the marketing metrics allow to have a base to make future decisions, identify the weak and strong points of the strategies, check the existing flaws, suggest solutions, etc.


It is how the client feels when browsing your website, your blog, reading your articles, using your application, going to your physical store, seeing the advertisements of your company, that is, it is the feeling that your brand generates in it .

But it does not end there, it is also the positive feeling that is generated to the buyer when obtaining a product, after going through the care process, now comes what will make him feel using your product. All these sensations are generated through experience marketing .

Customers, together with the seller, are surrounded by types of communication.

What is The Importance Of Marketing?

You already understood the central concept of what marketing is, but to fully understand the scope of this discipline in the real world, it is necessary to review the advantages or importance that it has for our society.

Generally when you think about marketing, you think that nothing else is a strategy for promoting products and services —and it really does include it— but, in turn, marketing allows you to create and generate other favorable aspects for the company and the consumer.

Below, we will list your main benefits:

1. Generate Business Opportunities

Finding and generating new business opportunities is – in short – what any owner or manager wants for your company. And, this is an important part of the actions by the marketing team.

Likewise, taking advantage of these opportunities is only possible when the company’s employees are alert to:

      • attract new and better audiences;
      • create products that meet the interests of potential customers;
      • take the brand message and products to unexplored territories;
      • improve the services offered, using marketing as a revolutionary resource to understand the needs of the public.

2. Satisfy Consumer Needs

Analysis is a crucial part of marketing related processes. The study of the data to evaluate the performance of the brand, in turn, allows to know in detail the audience, something that we mentioned briefly in the previous point.

But, surely you will wonder how you can satisfy the consumer thanks to marketing. And the answer has to do with research and analysis of these aspects:

Demographic Data

Knowing where your ideal customer comes from, their age and income level, allows determining which product or service is the most suitable for their needs. This, without a doubt, is a crucial step to personalize your campaigns and direct them towards the correct segment.

Interaction With Your Products

When we talk about products, we mean both the final products and services of your brand, as well as the digital ones such as content, rich materials, podcasts , if applicable, of course.

And is that knowing what kind of experience or information generates greater interest and / or satisfaction is essential to understand the audience.

3. Promote Technological Advances and Innovations

Customers and audiences increasingly ask for and need more innovations that optimize aspects such as their time and resources, in addition to facilitating their day to day.

Marketing, since it exists, has sought to analyze the key aspects of the market to offer products and services with a high degree of technology. Not only to surprise the public, but also to reduce costs.

Furthermore, innovation gives brands a competitive advantage . Since arriving faster than the others and overcoming the barriers of what seemed impossible, allows to create new market realities.

marketing and growth

4. Conveys Values, Ideas and Purposes

The days when companies only sold products and services are long gone. Marketing-related strategies have had to evolve in terms of their level of awareness and communication.

This discipline allows building a much stronger relationship with the client, than the one that builds a product solely for its price or quality.

Brands, today, thanks to what is called Branding , are focused on bringing a message that contains their values , ideas and purposes to their audiences. This in order to create ties and build trust.

And, attracting customers is a fundamental part of the process, but retaining them is crucial to generate more business opportunities over time.

5. Increase The Visibility Of Companies

In the past, marketing was based on promoting the brand’s attributes and products in traditional media . Although they were directed towards a mass of public, the results of the strategies did not always generate good dividends.

Fortunately, marketing has evolved alongside technology and new communication platforms , allowing you to take advantage of them to make brands more visible than ever.

These are some of the means that a brand has to spread today:


One of the main platforms to obtain followers and potential clients, who are attracted thanks to content related to their interests, following the strategies of content marketing.

Social Networks

Unless you live in a cave, you know that social media is the most used by the general public on the Internet today to connect with their friends, colleagues, family and favorite brands.

Mobile Apps

Traffic on cell phones has already far exceeded that of traditional equipment. This represents a very valuable opportunity to use the principles of marketing to promote a brand on these platforms.

young people using mobile devices such as laptop, tablet pc and smartphone for social network and blog

6. Connect Markets And Consumers

This complements the previous point, since through the visibility tools within marketing it is possible to connect various markets with potential customers.

Every day new companies appear, with innovative components and services that need to impact a specific segment of the population and, by themselves, could not reach them.

So, thanks to the design, structuring and implementation of marketing strategies it is possible to connect different markets with the ideal consumers.

This is how you can see the benefits and importance of marketing within the commercial activities that the markets carry out day by day and that, without a doubt, could not function without it.

What is The Marketing Process?

For a marketing action to be successful, we must follow the following basic steps to analyze, plan, implement and control our action.

It is important that you consider within your team a person with an important strategic focus, a high capacity for data analysis, and whenever possible, with a taste for ideas and proposals for improvement.

If you don’t have that person on your team yet, don’t worry, here are the top 7 factors in the marketing process:

      • analyze market opportunities and how to explore them;
      • do research on markets defined as primary;
      • select strategies to reach potential customers;
      • define the promotion, place, product and price tactics (4Ps);
      • apply the actions established in the marketing plan;
      • use and accompany the established metrics.

What is The Marketing Mix?

They are variables that dictate and influence the way in which marketing strategies should be carried out.

The 4 Ps of marketing are a simple formula to identify and work on the essential elements of your marketing strategy

In the main theory, they are said to be 4:

      • price,
      • place,
      • product,
      • promotion.

However, over the years of study, implementation and evolution of marketing, they have expanded up to 8, 9 or more variables. For this occasion, we will address the main 4:


It refers to the value in money that will be charged to the client for the product, service or idea that is offered to him, after a complete evaluation of the production costs and the profit margin. Similarly, the price variable refers to the forms of payment.


This variable tells us about the distribution chain , that is, all the logistics and spaces that the product or service must go through to reach the final consumer, such as:

      • providers,
      • transport,
      • storage until reaching the physical or virtual warehouse,
      • point of sale,
      • and finally, at the hands of the client.


This P is used to determine the characteristics, added values ​​and life cycle of both the product and the services offered.


Unlike what many may think, promotion does not refer to offers or auction prices, but to communication.

This is the origin of advertising efforts and other strategies such as content marketing, among others, that make the message known to be transmitted to the public.

Be sure to read our full article on The 4p’s of marketing .

Now you understand how to create a step-by-step marketing strategy and learn about its main trends:

How To Create a Marketing Strategy?

I already told you about the process of marketing in your company, but, taking marketing in a simpler way, have you thought about how to carry out a strategy that is part of that process? Whether yes or no, I am going to tell you what to keep in mind.

Analyze The Internal Environment According To The 8 P’s Of Marketing

Marketing plans or marketing strategies need to have a solid foundation and for this to be possible it is necessary to apply internal analysis that shows the reality of the company.

markenting 8ps strategy

The 8 p’s of Digital Marketing allow knowing, in addition to the traditional variables, 4 more related to the online environment. These are:

      1. Product : contemplating the products and services that the company wants to promote.
      2. Price : focused not only on the gross value of the item or service, but also including the added value of the brand.
      3. Point of sale : physical or digital place where customers purchase the product. Analyzing if this place meets the geographical characteristics and interests of the public.
      4. Promotion : actions that are carried out to spread the brand, products or services. That is, the communication processes with the audience.
      5. Person : it is about analyzing the ideal client, focused on their needs and pain. Also, the best ways to reach them.
      6. Processes : evaluate work flows, procedures and techniques to align them with the company’s objectives.
      7. Presence : analyze everything related to the environment where the product or service will be promoted.
      8. Productivity : measure the effectiveness or failure of the company’s strategies and plans in front of its market.

Be Clear About Who Your Ideal Customer Is

It is the group of people that meets the general characteristics of individuals who consume or could consume your product or service.

To define your ideal customer it is necessary to know their:

      • gender,
      • age,
      • location,
      • educational training,
      • social class,
      • purchasing power,
      • main consumption habits,
      • among others.

This way you will not only know who you will take your product to, but how your campaigns will be carried out, the language that will be used when talking to them and the media in which your content will be published.

Do a Market Research

To know the exact point where your company is positioned, it is necessary to carry out market research.

This analysis should be considered from the economic perspectives and on the projections of the turn the company is in.

With this information in hand, the next step is to study the competition, specifically those brands that have more positioning and those with less relevance.

Addressing aspects such as:

      • demography;
      • behaviors;
      • consumption patterns of ideal customers;
      • psychological processes related to their consumption habits.

All this allows us to focus on the client and define the objectives and / or alignments that adapt to their conditions.

Integrates Marketing and Sales Objectives

This integration is a basic requirement of commercial management, and it is necessary because it is transformed into benefits, that is, it is possible to achieve the objectives and obtain greater profits through a magnificent marketing and sales strategy.

These strategies have the same objective: to ensure that the customer buys and that the company thrives , which is why both must be developed in total synchrony.

Defines the Communication Tone Of The Brand

The brand is the expression of your company, it is what defines it, what sets it apart from the competition and will depend on what you want to project and what audience you will target.

So you must be very clear, in transparent waters for all the members of your company, what you want it to project from its beginnings and throughout its history.

Assign a Budget For Actions

Many companies, in their desire to position themselves or launch campaigns that can generate quick results, tend to use their budget incorrectly or in actions that do not generate benefits.

In order for this not to happen, it is necessary that you first define each stage well to allocate the resources and then act according to the established parameters. Below, we explain it more clearly.

In order for you to achieve the objectives of the marketing plan effectively, follow these steps to define your marketing budget well:

1. Define What You Will Need

If you have already defined the total amount of resources allocated to the area, you must determine in what it will be used, in detail. For example: software, public relations, online media, print media, traditional media, events, associations, blog content, among others.

2. Make An Estimate Of The Expenses In Each One

With the areas already defined, divide the budget according to its level of importance.

3. Make a Budget Document

To keep everything under control, it is recommended that you prepare a document to transmit the information in general and also a breakdown by month.

Finally, this budget and the entire marketing strategy will only be effective if management methods and techniques are taken into account to control the actions.

It is essential that from the beginning you clearly define the metrics and indicators that you will take into account to determine the level of efficiency of all activities.

Define a SMART Goal

Like any strategy that is started, one of marketing is not so different, it must include objectives.

Whether they are internal to add value to your company or are with the product or service you are going to offer, these must be SMART, English translation of:

      • specific,
      • measurable,
      • reachable,
      • realistic,
      • and precise in time.

For example, you could decide that content marketing is a tactic that you will use to develop brand awareness, that you will have 4 articles on your blog within a period of one month and that this is achievable because you have a dedicated person to this.

Also, you can think about creating an offer on your product or service in a limited time and that you have the resources to meet the demand that this implies.

marketing strategies green image

Choose The Best Strategies According To The Types Of Marketing

Depending on the channels that your target audience, ideal customer or buyer person uses, in addition to the characteristics of the promotion strategies, the options are diverse, taking into account that there are several types of marketing .

These are:

      1. Online : involves tools from the online environment, for example, social networks, search engines, Content Marketing strategies and more.
      2. Offline : sales strategies through traditional media such as television, radio, press, among others.
      3. Direct : with information from databases, direct communication processes can be established by email, SMS, calls and others.
      4. Hint : subtly embed promotional messages into content within TV shows, movies, games and more.
      5. Massive : there is no segmentation, just try to distribute the content or the promotion to as many people as possible.
      6. Content : it is about establishing strategies that attract the attention of potential customers from content that adds value and meets their information needs.
      7. From segments: identification of groups that share likes and interests related to the product or service. Also, with characteristics such as geography, shopping habits, among others.
      8. From niches: a much more specific segmentation, defining small groups of people with special characteristics.
      9. Of products : its aim is to connect the audience with products. The company identifies ideal consumers and seeks ways to sell their items to them.
      10. Of services : showing the user the value of the services provided by the company.
      11. Neuromarketing : uniting the concepts and techniques of neuroscience and marketing. It aims to understand what makes a product ideal for a consumer.
      12. Sensory : stimulating the 5 senses to create a differentiating effect and achieve a good brand positioning.
      13. Viral : spread the brand’s promotional material exponentially across multiple channels.
      14. Social : attracting attention or solving social problems related to health, education, transportation or general problems of the population.
      15. Environmental or Green : sales processes that cause a positive impact on the environment.
      16. Of relationships : companies focused on creating bonds of trust before, during and after the customer consumes the product or service.
      17. Of guerrilla : create memorable experiences in the minds of consumers, maximizing the scope of its actions with low investments.
      18. From experience : they take advantage of emotions during the client’s relationship with the brand, products or services to generate positive stimuli.
      19. Promotional : Get attention and stimulate desire with discounts, raffles, free samples and more.
      20. Influence: actions focused on using individuals with great influence to be the image of the product or simply recommend it on their channels.
      21. Recommendation : take advantage of word of mouth advertising to distribute a positive opinion about the product, service or brand.

Expand Your Acquisition Channels

If you offer a product or service and usually people come to you by indication, think about offering incentives for people who are going to relate to your brand for the first time.

Reach them through other means, do market research to understand their habits, and of course, never forget to consider creating a buyer person to do it.

Define a Time For This Strategy

Maybe you think that you found an effective strategy, that is giving you very good results, if so, always analyze the results and think about how not only to bring more clients but also keep them over time.

If not, review what could have gone wrong in your strategy, what you stopped considering or doing to reach that result.

Analyze The Results

Every strategy must be evaluated at some point; One of the benefits of electronic marketing is precisely to facilitate that measurement and work on that data to think about improvements.

If you want to visualize the ROI (return on investment) of your strategies, this step is essential.

6 Examples Of Successful Marketing Provided by Huge Companies

And how could it be otherwise, there is no clearer concept of what marketing is than reviewing those companies that, through effective strategies of promotion, sales, dissemination and more, have managed to take their brand to another level.

Here are 6 of them:

1. Grupo Éxito

With more than 110 years of existence, Grupo Éxito is today one of the leading retail trade companies in Colombia and other countries in the region.

As part of their successful marketing strategies, loyalty programs emerge as the conglomerate’s star flag.

For example, the “My Discount” campaign on a digital level, was a milestone for the company to reach hundreds of thousands of young people.

Or like the “My Success Points” system, a traditional program of points to receive discounts on purchases.

2. McDonald’s

The North American giant, which is part of the most famous and most valuable brands on the market, has undoubtedly had enormous successes in its marketing strategies.

For example, its slogan “Love the Most” Latin America and Spain, was a resounding success among its loyal consumers and the opportunity to expand to many more countries. All thanks to a simple phrase, yes, present in each space that they could position it.

In addition, McDonald’s manages to perfectly adapt its communication tone to the linguistic and cultural particularities of the countries in which it is inserted, which has an expressive effect even on the products it sells in each region.

marketing examples

3. Airbnb

The now valued $ 30 billion company – more than any hospitality brand – is an example for those just starting out in the world of marketing.

For example, it is one of the best used by Content Marketing to attract and get customers. His articles related to the traveling spirit and travel experiences have been key to his success.

They discovered that their potential clients wanted unique experiences while traveling, and Airbnb leverages their dissemination strategies by offering content that excites their readers and demonstrates the benefits of following this lifestyle.

At the same time, they stand out for the coherence in their way of presenting themselves to the market, being transparent with the manifestation of their purpose, mission and vision, which are clearly evident in their visual identity.

marketing examples


Telecommunications company present in Colombia, Mexico, Peru, Ecuador, Argentina, Chile, Brazil and many more, is an ideal example of how marketing and traditional media are still important to reach your audience.

His television and digital campaigns, for example, on the 2018 World Cup in Russia or “Ponte Chévere” with a song that has yet to come out of the minds of his clients in Peru, shows that, if a well-structured promotion plan is followed and they will impact the ideal channels, any brand can achieve position in its market.

5. Corona

This brand, said by its own Experience Manager, Rodolfo Vargas, does not adapt to new trends, but creates its own.

For example, in Mexico the company brought virtual reality, art and technology experiences that are trending in other countries and combined them in a single event that managed to connect its customers with nature and transmit the brand’s message in an unconventional way.

This demonstrates three things about a good marketing strategy:

      • choose the company’s team well,
      • be open to learn from the most successful,
      • and that more than telling stories it is necessary to lead customers to feel the message with their own senses.

6. Bimbo

Today, this bakery products company has more than 100 brands and produces more than 10,000 products, in 22 countries around the world.

In particular, it has 5 aspects related to marketing that have made it what it is:

      • Mascot : the Bimbo bear is the logo of the brand. One more aspect that is positioned in the minds of its consumers.
      • Slogan : “With love always”, a phrase that shows warmth and brevity. And that, in addition, is closely related to the gastronomic culture of countries such as Mexico, Colombia, Venezuela and others.
      • Diversification : to grow, Bimbo decided to offer varied products over time. And since 1957 it has added new groceries to meet the needs of its customers.
      • Investment in marketing : in recent times, the “Make sandwich” campaign has been the image and the flag of the brand, with sports figures from each country.
      • Social responsibility: we know that users prefer brands that contribute to improving the communities of their countries . Therefore, this Group decided to launch the First Ecological Sales Center to reduce its environmental impact and help mitigate global warming.

These brands are a clear example of how marketing manages to position and bring companies to levels of recognition and impact not only within a country, but also outside of them.

What are the current trends in marketing?

Marketing trends, as in almost all areas, are related to technology and sustainability.

Visual explaining the marketing trends. The ground is blue, the text is yellow

Here we list them:

1. Consumers: Mobile and Multi-screen

That technology has invaded our lives we already knew, but that marketing should invade technology to get results, is still not very clear to some.

More and more people have access to a screen from television, cell phones, tablets, computers, etc. And not just one at a time, many times while we are seeing one of these devices we also see another constantly.

Access to our consumer is there, we just need to use it correctly.

This strategy is part of interactive marketing in general, which allows us to exploit all technological supports.

2. Marketing Experience

In a world like the one we live in, where the most personalized is valued, where experiences are fundamental, we cannot ignore this form of disclosure.

Through emotions, consumer approval can be more easily achieved.

3. Big Data

Through these data you can specifically reach your ideal consumer, knowing what their needs and desires are.

Having the information of your clients, it will be much easier to get to it.

4. Content Marketing

Attracting future clients is a fundamental part of the marketing process and it is at this point that Content Marketing stands out  .

By helping to solve consumer problems and needs, we can attract and retain our target audience.

This is a fairly financially accessible resource, which has been trending for some years and will continue to be so due to its results.

content marketing and conversion rate,Use content to help sales

5. Jobs To Be Done

This term coined by Clayton M. Christensen as “tasks to be done” or “work to be done” and consists of focusing on what the product or service does for the customer to solve their problem and not on what the company sells as such.

In other words, people are not looking for a product or service just to spend their money, but because they have a need or desire to solve it.

The father of the term Clayton M. Christensen explains in a brief thought that:

“People don’t want a quarter-inch drill, they want quarter-inch holes.”

So, well-implemented marketing doesn’t store tons of customer data, but it gets companies to identify what customers want at the moment.

In addition, they carry out products and services that meet the standards and provide the solution to problems that the consumer needs to solve.

6. Remarketing

Despite being paid advertising, its cost is quite low compared to other types of disclosure.

The tool that stands out the most is the Google Display Network, which allows a previously visited product to appear constantly on other websites that are part of this network.

According to statistics, only 2% of sales are made on the first visit. This shows us how remarketing is important .

Graphic about remarketing

7. Storytelling

The  art of storytelling  helps capture audience sympathy by connecting users to the brand, product, or service.

This strategy allows reaching the public by making them feel emotions.

8. Account Based Marketing

Account based marketing (ABM) is a new strategy that consists of unifying marketing, sales and technology with the aim of designing personalized and specific campaigns for clients or accounts that are chosen as probable consumers of the product or service you offer.

Unlike traditional marketing that targets a group of potential, but general, customers who share similar characteristics, ABM orients its contents to each account depending on their individual needs or desires, thus causing a high success rate.

9. Gamification

This tool applies game concepts and techniques to marketing or any other area.

Rewards, levels, progress and loyalty programs are some of the concepts applied in the gamification of marketing.

10. Chatbots

The chatbots are based on artificial intelligence systems usually used by companies that want to improve care and service to the customer.

They interact with people, through chat platforms, responding immediately and correctly to the doubts and concerns of users.

In addition to being asked for information and allowing you to have a conversation, you have the ability to take action, Siri is one of the great examples of bots.