Cultural and technological transformations, new market trends and changing audience demands are leading the conversation for commercial and personal brands.
The past seven months of 2023 have been crucial for marketing. Here are five analyses that coincide with reflections on the exhibitions at the Cannes Lions Festival and what brands have been experiencing this year:
Human creativity beats artificial intelligence (AI): Although AI has been a protagonist in many events, it is clear that human creativity is still irreplaceable in marketing. While AI can be a valuable tool for analyzing data and automating certain tasks, it lacks the ability to conceive original ideas and connect emotionally with audiences. The impressive creativity of human beings will always prevail as a fundamental pillar in the construction of successful strategies.
The brand as a strategic core: in the dynamic world of marketing, brands continue to occupy a central place. Their importance in the economy and in consumer perception gives them a privileged status. However, the modern approach requires brands to adapt to new market dynamics and trends. The key lies in having teams of marketers who understand creativity, effectively manage brand presence and know how to use AI applications to support mechanical and routine processes.
Cultural authenticity impacts commercial communication: in a globalized world, valuing cultural diversity becomes a powerful differentiator. Brands that manage to incorporate authentic elements from different cultures in their marketing communication generate a greater impact on audiences. The visibility of one's own roots opens up new opportunities to connect emotionally with consumers and increases the positive perception of the brand, driving greater interest in the products and services it offers.
Minorities: niches for innovation and empathy: 2023 marketing recognizes that minorities represent markets with specific needs and are ripe for innovation. By opening up to serve these audiences, brands encourage the generation of creative and technological ideas that can improve the quality of life for many. One notable example is how companies such as Apple have focused their innovation on benefiting people with disabilities, demonstrating the potential of technology as an agent of inclusive change.
Creativity as a vital element in modern marketing: in this constantly evolving scenario, creativity plays an essential role in all stages of the marketing process. Marketers must assume the role of ambassadors of creativity, promoting its implementation both in commercial strategies and within companies. Without the creative spark, ideas lack impact and become diluted in today's information saturation.
This is why the balanced combination of human creativity and AI, adaptation to new trends, appreciation of cultural diversity and empathy towards minorities are occupying the marketing world and show that traditional practices are having little or no positive effect.
Por Diego Jiménez