Vivo’s brand and communications director says that there is no competitive advantage more valuable than delivering a delightful experience
Brand and communications director at Vivo, Marina Daineze suggests that the marketing scenario in the coming years will be even more complex and fluid, in which brands will need to have consistent and coherent positions on different agendas and engage communities around their purpose. “In addition to being increasingly digital and innovative in the use of technologies, it will be necessary to be relevant in the construction of physical and immersive environments, to build memorable and unique experiences.”
Today, she reminds us that it is necessary to be open to new technologies, know how to work with artificial intelligence and have the courage and curiosity to test and learn. “It has never been more important to connect data and emotion, and this is something that marketers need to master very well”, she emphasizes.
For the executive, the marketer must have a critical and inspiring look at how to use their skills to deliver usefulness and the best experience from people’s perspectives, generating a positive social impact.
“There is no competitive advantage more valuable than delivering a delightful experience and, to achieve this, you need to understand people, know how to speak with emotion, create deeper bonds, engage communities and always be connected with what is relevant to the company. society. It is also essential to be up to date with the latest market strategies and tools available and to constantly evolve execution”, she says.
As a leader in a company whose DNA is technology, Marina assesses that generative artificial intelligence is just beginning, but it is already bringing a universe of opportunities for companies to innovate and rethink their ways of communicating with customers.
“The role of AI in advertising must always be in favor of people and human relationships, helping to create interesting narratives, as well as contributing to making technology more inclusive, without bias. It is an area that evolves quickly, which is why we are updating and engaging our teams with these new practices and understanding the impacts so that we can adapt and always have a responsible view and action on the topic”, he reveals.
Read the full article in the propmark edition of May 6, 2024
