Digital Marketing

The new way to perceive the Product element of a brand now needs to understand how it collaborates with its consumers to create their products and how they can become brand ambassadors.  Either through design crowdsourcing, co-designing or tinkering of products, brands can engage its audiences from the first phases of product development.

Digital tools enhance the collaboration and connection between brands and its customers, now platforms connect users with providers that cover their needs and brands and products with users looking for fast and accesible solutions. Tech enables platforms that are:

• Full digital.
• Grant temporary access rather than permanent ownership.
• Provide resources that are owned by third parties.

By making products accessible to all customers brands need to consider: inventory management, logistics, sales force management, distribution and retail.  Now in a digital world, brands are going from long distribution channels for physical goods to short distribution channels for digital goods.

The new retail is a website to buy products online, store pick up and ways to enhance e-commerce.  Its all about enhancing the physical by adding the digital, using the power of touch points to improve the customer experience.

Brands are moving from selling products to telling stories. Promoting User Generated Conten that not only reduces the promotional costs but enhances the brand's value.  When a product's customer creates and disseminate content they:

• Validate the brand.
• The content usually is creative in nature.
• Is fully digital and shared online.

The fixed firm-centered model is changing. Now pricing is part of the marketing strategy that can allow a brand to enhance the experience of its customers.  We have started to explore models such as:

• Freemium models.
• Pay What you Want change of pace promos.