Rebranding and segmentation, key trends for this 2023

“Now the fast fish eats the slow one,” he asserted. German Baherspecialist in strategic planning and expert in branding, creativity
and design.

with him coincided Jose Luis Gomez, specialist in communication, marketing and advertising issues. “It is like a war field where large, medium and small companies compete because the algorithm is not based on the prestige or size of the brand, but on the algorithm, except if it is invested in advertising, which is why the tendency is to segment very well , focus ”, he explained.

According to Gómez, the importance and necessity of the rebranding, which although it has detractors, “is already a trend. It is important that brands refresh their image, reposition their prestige, and focus their segment. It is the trend that will make them continue to prevail ”, he assured.

Gabriel Crespo, specialist in marketing, advertising and sales, believes that the rapid advancement of technology forces advertising and marketing to focus on the use of this data and more assertive and direct communication with the customer.
customer.

Crespo considers that the social media advertising it has become more accessible than that of traditional media, and that it is possible that new networks such as TikTok will already enable investment in Adds for Bolivia during 2023.

Another trend that continues to grow is online advertising, as well as programmatic, that is, using algorithms to show ads to consumers who are more likely to interact.

For Crespo, the logic of “fishing with dynamite”that is, make large investments, without having defined a target and a more specific strategy to achieve effective results.

Mariano Cabrera Lanfranconia specialist in digital marketing, has a list of ten trends that will prevail this year.

The first is the use of nano (up to a thousand followers), micro (from a thousand to 50 thousand), and mid influencers (between 50 and 100 thousand). cabrera
clarified that an influencer is a person with influence in their community, not necessarily a celebrity.

A second trend has to do with short video marketing, short videos. Third, he mentioned the customer service “omnichannel, not multichannel”, who seeks continuous interaction with the client on various platforms, and that in Bolivia does not apply.

Cabrera and Baher They talked about artificial intelligence, which creates texts, images and even web portals. “Digital conversion funnels are also coming, the trend is to manage your own digital assets with a single platform and not pay multiple platforms so that your money goes away,” Baher illustrated.

Cabrera recommended the Corporate social responsibility (CSR) aimed at centennials, who have clear and determined values.

The list also includes digital transformation, understood not as the latest technology, but as its application to people to improve their lives.

“Another trend is the web as the center, plus online positioning, searches are growing a lot in Google in Bolivia and companies are not throwing the ball at their website”, warned Cabrera.

Regarding marketing, most of those consulted agreed that marketing is just no, not analog or digital, emphasizing that it is the supports or platforms to which it appeals, which may or may not be digital.

Clarity. For Cabrera, confusing advertising with marketing does a lot of damage. “Marketing is a set of processes that aims to create value for customers, and within that is knowing how to communicate that value, which is where advertising comes in,” he explained.

bets. Gabriel Crespo said that Google Ads is relevant, to advertise in the most popular and largest search engine in the world, and Facebook Ads, which reaches a social network with many followers, with well-defined profiles and the possibility of segmenting them. However, he stressed that traditional media are still relevant.

fragmentationno. Cabrera assured that today the great trend is the fragmentation and hyper-segmentation of communication. He gave TikTok as an example, a popular tool but it is not for everyone or everything, “each brand must have a hyper-segmentation strategy, and that depends a lot on the public,” he clarified.