In a scenario where innovation and technology are advancing rapidly, many companies get lost in the pursuit of complex strategies and passing fads. However, what truly guarantees the success of a brand is what is 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 the human being and connecting with their deepest needs, regardless of age or the generation they belong to. "That which we call root marketing is based on principles that ensure the brand's connection with audiences of all ages, from Baby Boomers to Generation Alpha, providing an effective and timeless approach," he explains.
To achieve this goal, Burlamaqui states that a deep understanding of the audience is essential, regardless of the generation, understanding the desires, pains, and behaviors of the consumer. "What changes between generations is not the need to feel valued, but the way this appreciation is communicated. Market research, active listening, and data analysis are key pieces for an accurate approach. Root marketing is, therefore, a return to the essentials: listening to the consumer, communicating authentically, and building genuine relationships," he comments.
Communication and humanization
Authentic and humanized communication is also essential, whether through digital or offline channels; brands that establish a genuine relationship with the audience are more likely to create lasting connections. "Authenticity has no expiration date. People connect with people, not with robots or empty speeches. Moreover, content needs to be relevant and consistent. Regardless of the platform, it must generate 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.
The integrated experience is another essential factor, as brands that can offer a seamless experience, aligning service, product, and after-sales, have a greater chance of building customer loyalty. Whether in face-to-face service, social media, or e-commerce, the experience must be consistent. No one likes to accumulate frustrations or have their expectations unmet, highlights the specialist.
Finally, well-defined positioning and deliveries are essential, because 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 fulfilled. 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 fleeting 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 this appreciation is communicated." Market research, active listening, and data analysis are key pieces for an accurate approach.
- Authentic and humanized communication:Whether through digital or offline means, brands that establish a genuine relationship with the audience are more likely to create lasting connections. "Authenticity and generating value have no expiration date. People connect with people, not with robots or empty speeches," emphasizes the specialist.
- 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 consumes digital content intensely, especially blogs and podcasts. But in the end, what matters is that the message is relevant and well told," says Burlamaqui.
- Integrated experienceBrands that can offer a seamless experience, aligning service, product, and after-sales, have a greater chance of building customer loyalty. Whether in face-to-face service, social media, or e-commerce, the experience must be consistent. No one likes to accumulate frustrations or have their expectations unmet, "highlights the specialist.
- Well-defined Positioning and DeliveriesMore 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 fulfilled. Regardless of age, they demand a balance between perceived value and price.", reinforces Burlamaqui."
