Whatever advanced technology we use, we should always look at the essential marketing and communication postulates.
In an interview for Diplomacy&Commerce magazine, Bojana Rudović, Marketing Director of Bekament, talks about the importance of marketing and creating positive social changes that lead to the success of the company.
As a person who has had a long career, what is your definition of a successful company?
Extremely dynamic and oversaturated market, unstable macroeconomic climate, as well as growing awareness of socio-political issues, impose a responsible task on companies to commit to understanding the increasingly demanding needs and meeting high public expectations but also facilitate an increase in profitability. The company’s success is no longer measured only by market indicators, but also by the level of awareness of one’s own responsibility, i.e. the influence it has in creating positive social changes.
A successful company demonstrates a higher form of commitment, clearly expresses its attitude and shows that it cares. As such, a successful company is also aware of its own evolution and business power, which grows with the growth of trust. By committing to transparency and consistency in its operations, fulfilling the given promising and facilitating thoughtful communication, the company builds a stable platform for future sustainable growth.
What do you think is most important when creating a marketing strategy?
Regardless of the level of complexity and specificity of the industry in which a company operates, the creation of a marketing strategy should always be approached strategically and methodically in order to see the real market potential, and then in an innovative way, create a strong core, i.e. a product/service that has the capacity to speak for itself. So, before investing, it is necessary to understand the complexity of creating a business and put marketing at the very forefront while setting the business model, namely to understand it as an investment in the long-term growth and development of the company/brand. If there is such a solid foundation, there is enough fertile ground for market differentiation. However, neither the highest quality product nor the best service is sufficient if the public is not properly acquainted with it, i.e. if a directed, authentic, integrated communication is not developed, with emotions at its core.
The future of marketing has always been and will always be in monitoring changes and meeting human needs.
How much have technological advances affected marketing communication?
The last two decades have been marked by the globalization of the world economy and the rapid development of information and communication technologies. This trend has conditioned the design of new marketing strategies and practices where too much attention and effort is invested in how to adapt to advanced digital platforms, and too little focus is on the very essence or the purpose of communication. Communication has become technologically superior, but empty in content and devoid of emotion because it neglects the context of human needs. It has been forgotten that the basic motives and drivers of behaviour do not change with the same intensity as a human (technological and media) environment. Therefore, whatever advanced technology we use, we should always look at the essential marketing and communication postulates. The future of marketing has always been and will always be in monitoring changes and meeting human needs. Companies that, despite the intensive and rapid technological (r)evolution, remain on a strategically thought-out path with a focus on “human”, which focus on recognizing true insights from real-life stories, human values, emotions and personal motives and communication which perceives the essence of the human being, will also succeed in maintaining market success, build a reputation and leave a mark with purpose.
In your opinion, which marketing trend has come to the fore in the last period?
Looking at doing business in Serbia, and especially in the last two, in many ways, very particular years, I would say that we had the opportunity to learn a lot, especially when it comes to business communication and relations with stakeholders. Different organizations of work, as well as the expansion of online platforms, have contributed to the development of new communication tactics that highlight personalization, i.e. providing a new, more relevant, personal experience to users of products or services. Strategically oriented companies have recognized this marketing trend and adapted communication to the interests and needs of both external and internal target audiences, giving them a sense of security, respect and appreciation. Special attention is paid to the introduction of the B2E (Business-to-Employee) business model that puts the relationship between the company and employees in the foreground, which is, of course, one of the crucial elements of a successful business.