Breathe
By Rita Alicia Rodríguez
Business learnings and market and media planning expectations that we must question.
Everyone is nervous, they are calm because this pair is definitely going to reach an agreement (TikTok and EUA). On the other hand, this event that turned millions of users, marketing strategists and companies upside down, brought to my mind a constant concern in the exercise of my professional work as a marketing strategist, consultant and teacher, where has the comprehensive strategic vision been lost?
The concept of romanticization has also reached business. Smoke peddlers from all over the world advertise that they are capable of leading a company to increase its sales with ridiculous and unrealistic figures. Content creators, with no credentials or apparent talent, are hired for millions of dollars under the premise of following a business trend that has worked for others, and here begins the root of the problem, why, because a business development plan must respond to a specific market approach embodied in a corporate strategy aligned to specific needs. Here you apply what suits you from fashion.
So, following trends may not always be a good idea when it may not be what a company needs. Another analogy, you can't run a marathon without training beforehand and the same happens when an entrepreneur wants to take the leap to an online store and amplify his brand on social networks when his business model and growth plan require previous adjustments (or even, definition from scratch).
On the other hand, being at the forefront of crucial decisions for brands, products, services and companies should be oriented towards comprehensive planning and yes, of course, specialize but from a 360 approach (strategic knowledge and management in digital and traditional media) because here you must solve and know how to do it in any medium, in other words, do not put all your eggs in the same basket because one day you wake up and a platform is closed and you must react and get to what was promised to the client and being the counterpart, results are requested with the scenario of the moment.
It seems to me completely absurd that in some job descriptions Marketing is conceived from a creative design perspective. Marketing is an integral strategic vision, and although fortunately there are roles and management positions that specialize in different areas, the reality is that, above all, the basis is the strategic approach, diversified and specialized for better results.
And here is the key word after the TikTok blackout: diversification. It is important to know how to diversify in the tactical pillars of a strategy because they also pay rent, that is, they are borrowed platforms, therefore, they must be used, but in the right proportion and under a scheme that shields the business from any crisis. Since we do not own anything in these spaces, it is vital to have different strategic arms that support and back up a business strategy and media planning.
To micro-entrepreneurs (also applies to large corporations) strengthen their own spaces: solid strategic plan, website and diversify strategically in social networks, not all are for everyone. Amplify in digital and traditional channels in a tactical way and never neglect networking (create and maintain a network of contacts and solid professional relationships). Be wary of the advisor that offers you growth results oriented on a single strategic pillar and with figures that open the way to the list of the richest in the country.
Finally, it is always better to have competitive numbers and weights that give us reasons to diversify in the media budget mix, besides it implies more work options for everyone. Undoubtedly, this media issue leaves us with reflections and warnings of what is to come in the dynamics of freedom of expression in this and other platforms, as well as the importance of foresight. Trends are constantly changing and adaptation, from knowledge, is fundamental and remember: not to put all resources or all expectations in one place.
*- Marketing Manager, specialized in marketing and advertising, with 17 years of applied experience in: On-off Media Advertising, 360 and omnichannel Marketing, Marketing with Social Responsibility and Business Consulting.
https://www.linkedin.com/in/rita-alicia-rodriguez
The opinions expressed are the responsibility of the authors and are absolutely independent of the position and editorial line of the company. Opinion 51.
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