Leading the trend with innovation

Innovation is fascinating.

In a world that is constantly renewing itself, innovation is one of the keys to business development. It enables businesses to adapt to changing consumer expectations and needs. People don't like routine, and innovation is all about satisfying this thirst for new things.

At the heart of this web of innovation-related novelties, marketing can play an important role. Marketing and innovation are interdependent for successful implementation of novelty. What are the common challenges between marketing and innovation, and how can they be successfully implemented to ensure success?

What is innovation?

Innovation is the act of creating or incorporating new things into a process, product or service. Innovation makes it possible to respond to the needs expressed by market players. The goal of developing and implementing new ideas is to gain a competitive advantage in order to meet the new expectations and needs of consumers while competing in the marketplace.

There are 4 types of innovation: breakthrough innovation, behavioral innovation, incremental innovation and technological innovation. This will analyze the technology used, the functionality of the product and the intended target group.

Incremental innovation, also known as continuous or incremental innovation, is defined as improvements to existing products or services. Technological innovation, on the other hand, refers to the novelty of the technology used for a product or service. Behavioral innovation intervenes in the context of new consumption habits, while maintaining the technology used. Breakthrough innovation includes all innovations: new consumption habits as well as new technologies. This kind of innovation is also called radical innovation.

Each company uses its own brand of innovation and chooses the strategy that best suits its needs and resources. Finding the right innovation strategy requires a relevant marketing strategy. The two go hand in hand and can only be successful together.

What challenges does innovative marketing face?

Marketing is the series of actions undertaken to analyze, define and influence consumers' needs and behaviors in order to provide them with products or services.

The challenge of innovative marketing is to analyze and understand industries and markets to come up with novelties that meet consumer needs and expectations. Innovation Marketing helps companies implement a good method to identify, create and develop their innovations while examining different processes for efficient and successful product launches. The aim is to take all marketing resources and adapt them to the new product so that it can be successful in the target market. This approach enriches strategic and operational decisions to identify the right positioning of innovations and enable the implementation of the right communication strategies.

Innovative marketing is an important factor in the success of new developments, making them truly successful in the market.

How about TONLI PAPER?

In the workshop, we talk about technological and social innovation to adapt to the new lifestyles and consumer expectations of the 21st century.

Through our 6 product lines: BASE PAPER, EMBOSSING, BLACK PEONY, COLORFUL TOUCH, ARTCRAFT MUSEUM, INSPIRATION GALLERY, we respond to the market's environmental expectations and consumers' behavioral expectations to maintain their consumption habits. Innovative marketing is a key element in the development of our six products. Market analysis, consumer behavior research, technology observations - all of these allow us to identify strategies for developing innovations in recyclable paper.

Among other offerings, we've also chosen to innovate within our organization, particularly in our customer service, which has been renamed Customer Success. For us, innovative marketing is the driving force and dynamism that drives our ideas and customer/consumer experience further. It helps us develop and align our processes to provide the right solutions for our products and services.

We encourage innovation in all areas of activity, especially in our own paper-based areas, because for us innovation is a resource for continuous improvement so that we can live in a more harmonious world.