Embrace the (Rapid) Change in Modern Marketing

This week's episode of the Twinning Strategy podcast, the conversation centered around the transformation of marketing over time, led by our guest, international marketing executive, Claudia Gilman. With extensive experience working across the U.S. and now in Brazil, Claudia reflects on how the industry's rapid changes have simultaneously brought both excitement and challenges. She emphasizes the crucial qualities of patience and nostalgia, noting how previous generations had to wait through lengthy ad breaks, while today’s consumers can skip ads entirely or pay for ad-free experiences. 

Claudia's insights underscore how the digital age has dramatically shifted marketing dynamics. The immediacy of social media, instant feedback from consumers, and the pressure to produce content that resonates with audiences have changed the landscape. For instance, in the past, developing a marketing campaign required countless meetings and extensive lead times, whereas today, brands often find themselves reacting to trends and crises in real time. Claudia described how marketers now face the challenge of crafting cohesive messages across fragmented channels and leveraging the power of user-generated content and micro-influencers to build brand loyalty. 

As she navigates the Brazilian market, Claudia affirmed that Latin America has a depth of internet penetration that can surprise those who assume it lags behind. She highlighted the unique consumer interactions and marketing creativity present in this landscape, where direct and impactful advertising is essential. Amid these discussions, the conversation shifted to the rising influence of generative AI and how it’s necessary for marketers to adapt quickly—learning as they go is now the norm. Importantly, Claudia stressed the value of having a strategic mindset and being ready for change, noting that even established brands must remain open to experimentation. 

Culminating in a lively discussion, the participants shared their thoughts on bizarre product launches and the peculiar flavors that have emerged in the U.S. market—demonstrating just how risky and creative marketing has become. From Coca-Cola flavored Oreos to the inclusion of pop rocks, these innovations highlight a bold marketing environment. Claudia concluded with poignant advice: to thrive in this fast-paced world, marketers must embrace agility and a willingness to learn, adapting to technology and evolving consumer expectations.

This engaging conversation about the past, present, and future of marketing reinforces the idea that successful marketers are those who can remain flexible while harnessing new technologies effectively. Claudia’s rich experience in various sectors emphasizes the importance of continuous learning and growth in the ever-evolving field of marketing.

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