Eduardo Picarelli, the second guest of the series ‘O novo manual do marketing’, also highlighted the importance of data in communication
What is the role of data in this new marketing? For Eduardo Picarelli, director of Heineken’s business unit, data is the key to the professional’s work
marketing currently. Today, you can’t not work with data. You can’t not use data to generate consumer insights, said the executive, who was the second guest on the series ‘The new marketing manual: Brazil’s great CMOs’, a co-production between PROPMARK and Zmes.
At Heineken, where he has worked for over ten years, Picarelli says that marketing is based on three pillars: science, art and courage. For him, the communication challenge of a large company has changed little in the last five years.
Today’s marketing challenge is very similar to the challenge of recent years, which is to remain relevant to the consumer, remain a pioneer and help with cultural transformation, he says. However, he highlights what, for him, is the highlight.
What has changed is the consumer, both from the point of view of diversity and the technological transformation in our habit. Even my father, who is 73 years old, buys via the app, joked.
Regarding investments, Picarelli revealed that Heineken invests two-thirds of its advertising budget in digital, and he believes that number should grow more. Digital is a path of no return, but our great dilemma is: how much will this balance be digital and how much will it be physical, because our consumption will continue to be physical.
Marcelo Tripoli, CEO of Zmes and co-host of the videocast, brought to the discussion an indicator of the research carried out by the agency on the digitization of FMCGs, that more than 50% of the advertisers’ budget is already invested in digital.
And among these data, one was what caught my attention the most, which is that a third of advertisers’ funds are being used in end-of-funnel media campaigns focused on generating short-term sales, said the executive.
Tripoli also highlighted the power of combining art and science. If there has to be a choice between a campaign that is creative or one that sells, something is wrong. Communication, enchantment and engagement should be a passport to more market share, to more brand preference. We are in an expanded world, in which various profiles of professionals enter who would not have entered an agency years ago, she observed.
In the first episode of the series, released on the 5th, Ita’s marketing director, Guilhermo Bressane, spoke, among other things, about engagement, especially from the marketing point of view of large financial institutions.
