In a scenario where innovation and technology advance rapidly, many companies lose themselves in the pursuit of complex strategies and fleeting trends. However, what truly guarantees a brand’s success is what’s 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 understanding human beings and connecting with their deepest needs, regardless of age or generation. ‘What we call root marketing is based on principles that ensure a brand’s connection 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 knowledge of the audience is essential, regardless of generation, understanding consumer desires, pain points, and behaviors. ‘What changes between generations is not the need to feel valued, but how this appreciation is communicated. Market research, active listening, and data analysis are key components for an effective approach. Root marketing is, therefore, a return to the essential: listening to the consumer, communicating authentically, and building genuine relationships,’ he comments.
Communication and humanization
Authentic and humanized communication is also crucial, whether through digital or offline channels. Brands that establish genuine relationships with their audience have a better chance of creating lasting connections. ‘Authenticity doesn’t expire. People connect with people, not with robots or empty speeches. Additionally, content must be relevant and consistent. Regardless of the platform, it should deliver value. Baby Boomers might prefer detailed articles, while Generation Z engages more with short videos. But ultimately, 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 customer service, product, and after-sales support, have a better chance of retaining customers. ‘Whether in in-person service, social media, or e-commerce, the experience needs to be consistent. No one likes accumulating frustrations or having their expectations unmet,’ the expert highlights.
Finally, well-defined positioning and deliverables are indispensable, as more than selling a product, it’s necessary to build a brand with authentic values. ‘People buy whatever it is to have their desires and needs met. 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 a brand’s connection with audiences of all ages
– Deep audience knowledge: regardless of generation, understanding consumer desires, pain points, and behaviors is essential. As Burlamaqui explains, ‘what changes between generations is not the need to feel valued, but how this appreciation is communicated.’ Market research, active listening, and data analysis are key components for an effective approach.
– Authentic and humanized communication: whether through digital or offline channels, brands that establish genuine relationships with their audience have a better chance of creating lasting connections. ‘Authenticity and delivering value don’t expire. People connect with people, not with robots or empty speeches,’ the expert points out.
– Relevant and consistent content: regardless of the platform, it must deliver value. ‘Generation X tends to trust traditional sources like newspapers and magazines, while Generation Y consumes digital content heavily, especially blogs and podcasts. But ultimately, what matters is that the message is relevant and well-told,’ says Burlamaqui.
– Integrated experience: brands that can offer a seamless experience, aligning customer service, product, and after-sales support, have a better chance of retaining customers. ‘Whether in in-person service, social media, or e-commerce, the experience needs to be consistent. No one likes accumulating frustrations or having their expectations unmet, ‘ the expert emphasizes.
– Well-defined positioning and deliverables: more than selling a product, it’s necessary to build a brand with authentic values. People buy whatever it is to have their desires and needs met. Regardless of age, they demand a balance between perceived value and price,’ reinforces Burlamaqui.
