Changes in Marketing Over the Last 10 Years-and What to Consider Today

Over the past decade, the world has undergone profound transformations that have significantly changed consumer behavior and, consequently, brands marketing strategies. Whereas traditional advertising campaigns once dominated, today marketing is a dynamic field where data, personalization, and emotional connection are essential.

1. The Growth Revolution: Data at the Forefront of Marketing

Professor Byron Sharp, in his book How Brands Grow, introduced an evidence-based approach that revolutionized our understanding of brand growth. Moving away from absolute beliefs and embracing data to decipher consumer behavior radically shifts how brands build their positioning. It's time to abandon outdated category definitions and focus on understanding the real "purchase repertoires" of consumers. Knowing exactly where to compete and how to win is an invaluable competitive advantage.

2. The New Era of Content: From King to Emperor

While "content is king" was the mantra at the start of the last decade, it has only solidified since. Content marketing has become indispensable for creating genuine connections with audiences. Blogs, videos, podcasts, and social media not only inform but also build brand identity and foster customer loyalty. Moreover, with the rise of the "Creator Economy" and immersive technologies like augmented and virtual reality, content has become more interactive and personalized, opening up a "blue ocean" of new opportunities.

3. Purpose with Impact: The New Currency of Marketing

Changes in consumer behavior have elevated purpose to a new level. Brands that adopt sustainable, inclusive practices and promote positive social change are gaining prominence. Marketing is no longer just about selling products; it's about engaging in relevant social issues. Brand activism has gained momentum, and campaigns addressing diversity, equity, and inclusion have become essential. Brands that act with authenticity and purpose are positioned to stand out.

4. Results and Transparency: The End of the Masks

With digitalization and access to big data, measuring results has become more accurate and crucial. The use of artificial intelligence allows for real-time adjustments and a clearer understanding of what truly drives value. The ability to precisely measure return on investment (ROI) and understand consumer behavior across different channels has changed the game. Today, simplifying metrics and focusing on what truly matters is essential for optimizing investments and ensuring transparency.

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Digital marketing and the explosion of data have been the engines of this transformation. The shift from traditional media to digital platforms has provided more clarity and precision in evaluating actions. The rise of the "Creator Economy" opens new opportunities for brands to connect in a segmented and efficient manner.

Marketing is continuously evolving, and the next few years are set to bring even greater transformations. Artificial intelligence, the metaverse, data privacy, and sustainability are just a few of the trends that will continue to shape the future. Those who can adapt quickly and use technology to create more human and authentic connections will lead the market in the next decade.

How We Can Help

At Insignia Partners, our team has extensive experience in marketing projects for retail and consumer goods companies — from defining portfolio strategy and reviewing the marketing mix, to mapping brand plans, and more.

In this context, we can help your brand rethink its strategy and positioning, understand where to compete and how to win, and design and execute the roadmap within this complex and dynamic environment.

Our Approach:

• Ambition and Vision: Align the brand strategy with the company’s broader strategic objectives.

• "Where to Play": Understand category dynamics, identify consumer "repertoires," and the consumer decision tree — informing us of "who we’re competing against," how shoppers behave, and how factors like channel and region impact category behavior.

• "How to Win": Evaluate the brand's value drivers (brand distinction, brand relevance, brand presence) relative to competitors in the consumer repertoire — bringing clarity to the brand investment plan, marketing channels, channel strategy, and in-store execution, among others.

• Brand Role: Define the role each brand plays in the company's portfolio and the consequences of that definition (pricing strategy, promotional strategy, channel investments, pack strategies).

• Economics and Implementation Plan.

Contact us at contact@insignia.partners to discover how we can contribute to the success of your marketing strategy.

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Bruno Bullio

Associate Partner

Bruno brings 15 years of experience in strategic consulting, specializing in retail and consumer goods, with a strong track record across Brazil and Latin America.