In a world where information flows freely and opinions are formed on open platforms, the landscape of marketing and branding has undergone a radical transformation. Chris Do, an Emmy award-winning designer and the visionary behind the online educational platform "Futur," sheds light on this evolution in an interview with Daryo's correspondent, Faizan Ali.
Do says that the control that once rested in the hands of dominant media channels like television, newspapers, and radio has shifted. The modern era sees a departure from companies dictating their beliefs to the rise of influencers who wield trust, likability, and respect.
"We are moving away from the company saying this is what we believe, towards influencers that we trust and like and respect," Do explained.
Global marketing concepts have shifted towards personal references, creating a sense of connection and relatability. The emergence of social media platforms like TikTok, X, Threads, and YouTube has birthed a new marketing stream, essentially becoming an industry in itself. The industry's transformation gained momentum with the monetization of social media apps, giving rise to overnight sensations.
"The gatekeepers are gone, and anybody can be a star," Do emphasized the revolutionary aspect of social media.
This democratization of content creation allows individuals to build asymmetrical relationships with a vast audience, breaking away from the traditional control that corporations once had over messaging.
Comparing global marketing strategies reveals nuanced differences across demography and targeted marketing concepts.
"The principles are different; the message isn't entirely different. Every product or service is going to improve your life, create a transformation for you, and there are many creative ways in which you can do that," Do observed.
Acknowledging the importance of the marketing industry for the financial stability of the global economy, Do noted the significant expansion of its role in the modern economy. From constituting 5% of total development two decades ago, marketing's role has surged to 20%, underscoring its pivotal position in shaping the economic landscape.
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