Marketing is no longer a mass strategy, a circular strategy. The emergence of Web 2.0 has forced brands to transform their communication model. Marketing no longer has, therefore, neither the same objective nor the same way of acting. We understood the concept of 360º Marketing as the set of actions that the company uses to position itself and achieve its objectives. But, through the digital world, the population was segmented. Users have begun to create and share content, interacting and collaborating with each other and with brands.
In this way, we go from a mainly intrusive marketing to one that attracts us voluntarily towards the brand. Before, all communication platforms were used; but it began to show that it was better to look for techniques that would appeal to the consumer (inbound marketing, unlike the previous outbound marketing, whose objective was to capture consumers directly).
In the new marketing we segment the audience. It no longer bombards, either, information to the user. The new marketing provides the user with content of interest and quality; personalized information, … you will see good communication from the brand and it will take you to consume the product (loyalty). Moreover, thanks to social networks it is possible to receive feedback from users.
The 6º Marketing theory, therefore, affirms that all people are connected to each other, to a greater or lesser degree. Thus, the new marketing takes advantage of users who know the brand to attract other users who do not. The desired effect will not always arise, but it will be possible if the campaign is efficient. It has been shown, in recent years, that society will believe in what other users say before what brands say directly.
This theory attempts, in general, to encourage consumer participation, to create and share positive content and experiences that cause them to share it with their peers. 6º Marketing will be the one that increases the visibility of your brand through connectivity-based strategies and taking advantage of available resources. The goal is to generate a conversation around the brand.
