In a scenario where innovation and technology advance rapidly, many companies get lost in the search for complex strategies and passing fads. However, what truly guarantees a brand’s success is the so-called root marketing, or strategic marketing – a set of principles and strategies that analyze the market, understand the audience, and develop an action plan to achieve the company’s objectives.
According to marketing and business strategy expert, Frederico Burlamaqui, the essence of marketing will always be to understand the human being and connect with their deepest needs, regardless of age or generation they belong to. ‘What we call root marketing is based on principles that ensure the connection of the brand with audiences of all ages, from Baby Boomers to Generation Alpha, providing an efficient and timeless approach,’ he explains.
To achieve this goal, Burlamaqui states that a deep understanding of the audience is essential, regardless of the generation, by understanding the desires, pains, and consumer behaviors. ‘What changes between generations is not the need to feel valued, but the way that value is communicated. Market research, active listening, and data analysis are key elements for a precise approach. Root marketing is, therefore, a return to the essential: listening to the consumer, communicating with authenticity, and building true relationships,’ he comments.
Communication and humanization
Authentic and humanized communication is also essential, whether through digital or offline, brands that establish a genuine relationship with the audience have a better chance of creating lasting connections. “Authenticity has no expiration date. People connect with people, not with robots or empty speeches. In addition, the content needs to be relevant and consistent. Regardless of the platform, it must add value. Baby Boomers may prefer a detailed article, while Generation Z engages more with short videos. But in the end, what matters is that the message is relevant and well-told,” says Burlamaqui.
Integrated experience is another essential factor, as brands that can offer a seamless experience aligning service, product, and after-sales have a better chance of retaining customers. “Whether in-person service, social networks, or e-commerce, the experience needs to be coherent. No one likes to accumulate frustrations or have their expectations unmet,” highlights the specialist.
Finally, well-defined positioning and deliveries are indispensable, as more than selling a product, it is necessary to build a brand with authentic values. “People buy whatever it is to have their wishes and needs solved. Regardless of age, they demand a balance between perceived value and price. If a brand wants to be relevant to any generation, it needs to abandon ephemeral marketing and invest in principles that stand the test of time,” concludes Burlamaqui.
Root marketing principles that ensure brand connection with audiences of all ages
– Deep understanding of the audience: regardless of the generation, understanding the desires, pains, and behaviors of the consumer is essential. As Burlamaqui explains, “what changes between generations is not the need to feel valued, but the way that valuation is communicated.” Market research, active listening, and data analysis are key pieces for a precise approach.
– Authentic and humanized communication: whether through digital or offline means, brands that establish a genuine relationship with the audience have a greater chance of creating lasting connections. “Authenticity and creating value have no expiration date. People connect with people, not with robots or empty speeches,” notes the expert.
– Relevant and consistent content: regardless of the platform, it must generate value. “Generation X tends to trust traditional sources, such as newspapers and magazines, while Generation Y intensely consumes digital content, especially blogs and podcasts. But in the end, what matters is that the message is relevant and well-told,” Burlamaqui states.
– Integrated experience: brands that can offer a smooth experience, aligning customer service, product, and after-sales, have a better chance of retaining customers. “Whether in-person service, on social networks, or in e-commerce, the experience needs to be coherent. Nobody likes to accumulate frustrations or have their expectations not met,” highlights the expert.
– Positioning and Deliveries well defined: more than selling a product, it is necessary to build a brand with authentic values. People buy whatever it is to have their desires and needs solved. Regardless of age, they demand the balance between perceived value and price.”, reinforces Burlamaqui.
