Was the marketing marketing wrong?: The brands re -connect with people

In recent years, many companies focused their advertising on a single mission: get quick results through more sales and more data. However, this trend is changing. Several important brands have begun to point out that this is no longer enough. Therefore, they are taking up a more traditional marketing: Build a strong brand that people remember and value.

In this context it becomes evident that today brands should not only sell, but must convince. Because It is essential to connect with peopleNot only launch ads without emotional content.

Was head marketing wrong?

From Markeingdirecto.com – MKD We have launched another episode of our podcast entitled: “Was head marketing wrong?” Where we analyze The turn that many brands are giving when realizing that investing excess in digital advertising is not the most important. Therefore, many large companies are returning to the foundations of marketing: Connect with the public and build brand.

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Companies are adopting similar strategies, with the aim of generating a more real connection with the public. Companies like Mediamarkt, Nestlé, Vodafone o l’Oréal They recognize that they were wrong to focus only on immediate results, leaving aside the importance of building a solid and recognized brand.

How are “targeting” brands using brands?

For years, many companies bet on targetinga strategy based on sending very specific ads to certain groups of people using data and algorithms. However, they have begun to recognize that This technique has not given the expected results.

In Germany, for example, companies spent billions of euros on advertising on advertising Google and Social Networkswhile traditional media, such as television, received less investment. Today, The microtgeting strategy (show very segmented ads to concrete audiences) It no longer offers promised performance.

Lessons and learning of the new era of marketing

Currently, many companies have concluded that Investing large quantities in digital advertising no longer guarantees success. According to a study, 31% of advertisers consider that they have invested too much in performance marketing. At the same time, 32% claim to want to invest more in branding.

Nike He lived a clear case of this problem. His former director opted over digital channels and significantly reduced investment in brand advertising. The result was negative: sales fell and The company lost more than 21,000 million pounds in market value.

In «Marketing Week», The British commercial publication, the Marketing Guru Mark Ritson declared that Nike, although increased its advertising expenditure, did so in the wrong channels. He focused Only in sellingforgetting what really gives strength to a brand.

A few years before, Adidas made a similar mistake: He eliminated his investment in television to focus only on the Internet. But soon rectified and returned to traditional media. Nike, on the other hand, did not do it on time and suffered the consequences.

In studies published in the German economic magazine Economic week They show that digital advertising does not have as much reach as it was believed. Platforms like Google and Meta only reach fragmented groups. On the other hand, television and traditional media continue to generate a massive range and effectively strengthen the brand image.

Why have companies decided to take steps back?

Now that brands recognize their mistakes, Many have begun to change strategy. But a question arises: why did they take so long to do so, despite the clear signs that it didn’t work? For years, marketing departments bet on immediate performance and neglected brand constructionan essential element for sustained growth.

Today marketing is not just about launching campaigns and selling more. It is about investing in confidence, reputation and relevant content. The truly important thing is to leave a lasting mark on the consumer’s mind.