Marketing and the new times: what will still make sense after a pandemic?

Marketing is a relatively new term for something that has always been done. The word comes from “mercare”, a Latin term used to market products from Ancient Rome.

?However, just like the history of humanity, Marketing evolves and adapts to each new season of the series in real life.

?Industrial revolution, new media, Internet, pandemics. Everything causes consumption habits to change, trends to change and desires to vary. And Marketing, in fact, is nothing more than knowing, studying and understanding the new demands.

?When scholars of this science began to analyze market behavior and sales and communication strategies, they named Marketing 1.0 the one orientedto product. In this model, it was produced on a large scale, without much customization. The rule was “make it and sell it”. Dot.

?Starting in the 60s, the rule changed. “The customer is always right” was the new trend and that's why Marketing 2.0 became known as being customer oriented.

?But here comes the turn of the century. And, with it, Marketing 3.0, oriented towards the human side of consumers and their values. That's when the experience with the product gained more value.

?Marketing 4.0 arrives in new times as Digital Marketing. Here a lot has changed, as the Internet and social networks have radically changed the way people interact and consume.

?At Inoar, we were born in a world and we are in another, after so many changes. When I started selling my products, I still went door to door to introduce them to beauty salons. It was the height of word-of-mouth, the work of the dealership. Then, with the structured company, all this gave way to social media, influence marketing, digital, user experience, and Omni channel.

?And today, after a pandemic, I dare say that another change is coming. A recent study by a global leadership consultancy spoke to 65 top executives to learn the key post-pandemic marketing insights.

?The agility to adapt appears as one of the most frequent answers in this study and I agree. We weren't prepared for that. We were taken by surprise and what saved us was our speed. It was creative innovation; it was decisions based on data, evidence and the leaders who knew how to dare in the measure.

?For me, what will make sense is always going beyond my own desires. It's more about listening, understanding the world and people.

?Today I'm bringing this post because my honoree of the day lived many moments with me in Marketing. Partner and friend, Silvia Queirantes is witness to so many phases in which we only had one certainty: we were on the right path.

?Thank you, Silvia, for so many stories.

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?Sílvia Queirantes -Former Marketing Director at Inoar

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Tell us about your start at Inoar

?I arrived at Inoar in 2008 but I already knew In?. I had a beauty salon, considered the biggest salon in the South Zone, and she sold her first product, still informally, without a label, without anything, in my salon.

?At the time, she was marketing, creation, customer service, finance... we became friends. I followed its growth and made a proposal to open a concept salon for the Inoar brand. At the time, I ended up working with her and started in marketing.

?I didn't have a position at the beginning, but I started to learn everything from her, becoming Marketing Manager and Marketing Director afterwards.

?It was a moment of pioneering and innovation, marketing actions that gained visibility and the love of consumers for the brand.

?Tireless work, product launches, theme fairs, artists and, when no one imagined that bloggers and influencers would gain all this space, we launched the Bloggers space at Beauty Fair and it was a success. We take VIPs from Miguel Falllabella to Marisa Orth, at all fairs. People started to fall in love with the brand, at fairs, the public and the press were already waiting for the launches.

?What were the challenges and lessons learned in your daily life?

?I built an incredible relationship with the press, learned in the breed and with the best of the masters, Inocência Manoel, to develop products, sales appeals, and huge events.

?The fairs have always been a great challenge, as our stage was the most anticipated in the 4 days of Beauty Fair and Hair Brasil. The stage had attractions with schedules and strategies to gain a lot of visibility.

?Another big challenge was to understand retail among so many other activities that I performed with excellence together with the team.

?It was challenging to understand the best communication for each product line, to position the brand through actions and a lot of visibility in the press.

?It was an incredible achievement. I gained people's respect through In?, I learned a lot about packaging and creation. I won awards and recognition.

?Always with a team that worked tirelessly and with the direction of Inocência Manoel.

?Name one of the best moments of your career

?I can say that I collect many moments, there were many achievements. At each Inoar award, I knew how much there was tireless work behind it, from a team that had, above all, a unity, to make it work.

?We absolutely celebrated every achievement. I couldn't name all the best moments. In? and Alexandre, always together ahead of all these great victories, always made a point of celebrating together.

?What moment of your professional journey at Inoar do you bring to life?

?For life, the people I conquered on this path, professional recognition, the growth of a brand that is in many countries and throughout Brazil, I am very proud to have been part of the history of a genuinely Brazilian company, built with a lot of love and fight.

?Without a doubt, my friendship with Inocência Manoel, with whom I learn every day not to give up on our dreams, then despite the falls, a professional background gained with a lot of struggle and a friendship based on loyalty.