The resumption of the strategy

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These demands have led promotional agencies to reflect on the business model they have always used. For actions to deliver appropriate responses, the strategic aspect is essential. And, assuming that many contracts operate on a job-by-job basis (and not over a long period of time), a more in-depth strategy ended up being left out.

Therefore, from then on (and in mid-2013), agencies and their clients began to rethink the promo from the perspective of azerbaijan mobile database marketing. Since then, all campaigns that use promotional tools in a more integrated and innovative way have come to be called live marketing.

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Communication enters the era of consumer protagonism
In short, the concept of live marketing updates the practice of promotional marketing because it places the consumer at the center of a brand's promotional efforts. This is what this article from Meio & Mensagem makes clear .

In the text, experts explain why they consider live marketing actions to be inherent to the era of consumer protagonism. After all, the time when people only wanted an offer that combined good price and high quality is gone; today, consumers look for brands that do not see them as just a number that helps increase revenue figures. They want brands that stand out and create memorable experiences.

This is the opinion, for example, of Alexandre Mutran, regional communications manager for TV Globo in São Paulo: “whether on television, on the internet or in advertising promotions, the public is seeking protagonism”, he says. “Interacting with people should be the first goal of any company in the communications sector. And live marketing, because it has this premise, has an advantage. We have broken down some barriers in the messages we convey to people and we have to evolve from there”.