He may 27th Marketing Day is celebrated in Argentina, a date that recognizes the importance of this discipline in the business and social world. Since its origin at the beginning of the 20th century, marketing has evolved and adapted to technological and social changes, and has become a fundamental tool for companies that seek to understand their public and satisfy their needs and desires.
Although marketing has enormous potential to be a positive forcealso faces ethical challenges and dilemmas that must be addressed to guarantee their effectiveness and their positive impact on society.
The history of Marketing Day dates back to the 1930s., when the American Marketing Association (AMA) decided to hold a week of activities honoring marketing professionals. Since then, the celebration has expanded internationally and is celebrated in different parts of the world, including Argentina. It is important to note that marketing has evolved a lot since its early days, and has adapted to changes in technology, society, and markets. In modern marketing we can observe:
Greater emphasis on ethics and the social responsability: As social awareness has grown, so has the demand for ethical and socially responsible brands. In response, many companies have adopted more transparent and responsible marketing practices and have worked to minimize their environmental and social impact.
Increased focus on Customer experience: In the past, marketing focused primarily on the product or service itself. Today, marketers are increasingly interested in providing a satisfying customer buying and using experience. This includes user interface design, personalization of messages and offers, and attention to customer service.
Use of advanced technology: Modern technologies such as artificial intelligence, machine learning, and advanced analytics have enabled marketers to better understand their audiences and personalize their approach. In addition, technology has also enabled greater automation and efficiency in marketing campaigns.
Through market research, marketers can obtain valuable information about consumer preferences and behaviors, allowing them to design communication strategies and products that fit their needs. However, marketing has also been criticized for its potential to be manipulative and deceitful. Many companies have used persuasion techniques to induce consumers to buy products that they do not need or that do not meet the expectations created in advertising. In this sense, it is important that marketing professionals work with ethics and transparency, and that companies are committed to the satisfaction of their customers, instead of just looking to maximize their profits. By doing so, they can help build a more just and equitable society, in which consumers have the information and resources they need to make informed decisions.
In addition, marketing faces new challenges in the digital age. Ads haunt us everywhere, including on our social media and mobile apps, which has led to concerns about the privacy and the consumer autonomy. It is important that marketers find a balance between promoting products and services and respecting consumer privacy and autonomy.
On the other hand, marketing is also being transformed by technology. Artificial intelligence, machine learning, and augmented reality are just a few examples of technologies that are changing the way marketing is done. These technologies can offer new opportunities for companies looking to connect with their audiences, but they also present new ethical challenges that need to be addressed. An example of a challenge that arises with the use of artificial intelligence in marketing is consumer privacy. As companies collect and use vast amounts of consumer data, there is a risk of privacy breaches and inappropriate use of this data.
For example, if a company uses artificial intelligence to analyze consumer data and offer personalized products or services, it is important that consumers give their explicit consent to the collection and use of their data. In addition, it is also important that companies have clear privacy and data security policies to protect consumers from potential data breaches and misuse.
As consumers, we can also be more aware of how marketing affects our buying decisions and how we can protect our privacy and autonomy. Can ask critical questions about the products we buy, such as their origin, quality and sustainability. We can educate ourselves about our purchasing choices and support companies that are committed to ethics and transparency in their marketing practice. We have adopted a more active stance that manifests itself at the time of inquire about the products before making a purchase. Sources such as reviews from other consumers, websites specializing in products and services, and consumer organizations are consulted. The purchase of ethical and sustainable products, brands are chosen that are committed to minimizing their environmental and social impact, that support local communities and that have clear labor rights policies. The tag reading It is an essential step to understand the ingredients and materials used in manufacturing. And finally, as consumers we protect our privacy making sure to read companies’ privacy policies and understand how your data is being used.
On Marketing Day, we celebrate the advances that have been made in this discipline and work together to address the challenges you face in the digital age. We can use marketing responsibly and effectively to build a better and fairer world for all.
*Leandro Szachtmann – Digital marketing professional with extensive experience in the healthcare, technology and pharmaceutical industries. She is specialized in digital transformation and product launch, focused on KPIs and performance. He transforms the way organizations combine digital marketing and technology. He collaborates in different entrepreneurship ecosystems as a mentor and speaker on Digital Marketing.