Marketing in the age of nexus

Written by two communications experts – Walter Longo and Zé Luiz Tavares – the book is the result of analysis and research on the challenges faced by the Marketing field in recent years. One of the questions every company should ask when starting a marketing initiative is "Does it make sense?" If this question were asked more frequently, the results of the initiatives would certainly be much more significant. This is one of the thematic reflections of "Marketing in the Age of Nexo - New Paths in a World of Multiple Options," which will be launched this Wednesday (27), at 7 pm, in the auditorium of Livraria Cultura in Villa-Lobos Shopping Mall. Written by one of Brazil's leading experts in communications and interactivity, Walter Longo, vice president of strategy and innovation at Y&R, and consultant Zé Luiz Tavares, general director of the consultancy Nexial, the book offers essential insights for every professional willing to make decisions that are appropriate for their goals, in an era in which creativity and efficiency are mandatory prerequisites for success. The two executives engaged in research that involved dozens of interviews with some of the country's top marketing executives to assess the importance of Nexo—an increasingly rare raw material in the market—in ensuring cognitive coherence for brands and security in corporate investments. Marketing in the Age of Nexo is also the result of the experience the authors accumulated at renowned companies where they worked together for over 20 years. Over the years, they realized that the best contribution they could make to clients was to help them recover or enhance nexus in their marketing initiatives. The book explores the various aspects of nexus—or the lack thereof—in companies' communications with their various stakeholders. "The objective of our work is, in a way, to alert professionals to the new challenges posed by a new era in marketing and communication: technological evolution causes significant changes in media, which, in turn, are reflected in profound behavioral changes in audiences, impacting the relevance of messages and the efficiency of investments," emphasizes Walter Longo. According to the authors, marketing is practiced by various professionals within an organization—from the Marketing department to HR, including Investor Relations, suppliers, and so on. Alongside this multiplicity of managers, technological advancements have also multiplied the communication channels and available tools. "These three phenomena combined have caused a series of dissonances in companies' discourse, diluting the relevance of their messages and, in some cases, jeopardizing marketing investments," states Zé Luiz Tavares. "We're talking about a connection with their mission, their values, and objectives, the reality of their markets, and the expectations of their audiences. A connection between the theme of the advertising campaign and the positioning objectives, between the media used and the target audience, between the selected sponsorship and the desired brand image, between the marketing budget and the scope of the objectives," explains Walter Longo.