Root marketing: the secret to connecting brands to all generations

In a scenario where innovation and technology advance rapidly, many companies get lost in the search for complex strategies and passing fads. However, what really guarantees the success of a brand is the so-called root marketing, or strategic marketing % A set of principles and strategies that analyzes the market, understands the public and develops an action plan to achieve the objectives of the company. 

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 to which they belong. “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 Alpha Generation, providing an efficient and timeless” approach, he explains.

To achieve this goal, Burlamaqui states that it is essential to have a deep knowledge of the public, regardless of the generation, understanding the desires, pains and behaviors of the consumer.“O that 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 a accurate approach. The root marketing is therefore a return to the essential: listening to the consumer, communicating authentically and building true relationships”, he comments.

Communication & humanization

Authentic and humanized communication is also fundamental, whether through digital or offline, brands that establish a genuine relationship with the public are more likely to create lasting connections. “A authenticity has no expiration date.People connect with people, not with robots or empty speeches.In addition, content needs to be relevant and consistent. Regardless of the platform, it should 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-counted”, says Burlamaqui.

The integrated experience is another essential factor, since brands that can offer a fluid experience, aligning service, product and after-sales, are more likely to retain customers.“Whether in face-to-face service, in social networks or in e-commerce, the experience needs to be coherent. Nobody likes to accumulate frustrations or not have their expectations honored”, highlights the expert. 

Finally, well-defined positioning and deliveries are indispensable, 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 solved. Regardless of age, they demand the 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 cross the” time, concludes Burlamaqui.

Root marketing principles that ensure brand connection with audiences of all ages

''Deep knowledge of the public: regardless of the generation, understanding the desires, pains and behaviors of the consumer is indispensable. As Burlamaqui explains, “o that 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 a sure approach.

authentic and humanized communication: whether through digital or offline, brands that establish a genuine relationship with the public are more likely to create lasting connections.“Authenticity and generate value has no expiration date.People connect with people, not robots or empty discourses”.

relevant and consistent content: regardless of the platform, it should generate value.“Generation X often relies on 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”, says Burlamaqui.

integrated experience: brands that can offer a fluid experience, aligning service, product and after-sales, are more likely to retain customers.“Be in face-to-face service, on social networks or in e-commerce, the experience needs to be coherent. Nobody likes to accumulate frustrations or not have their expectations honored “, highlights the expert.

Positioning and well defined deliveries: 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.