Tom Fishburne analiza al sector del marketing

Tom Fishburne takes a tour of their cartoons focusing on the themes they will lead at Global Marketer Week 2021: A Better Society, a Better World, and Better Growth.

Tom Fishburne, the marketing industry expert better known as The Marketoonist and praised for his satirical cartoons, he has analyzed the industry focusing on the three main themes on which the film will revolve. Global Marketer Week 2021, the WFA event to be held April 20-22.

In this talk as an aperitif for the great meeting, Fishburne first recalled one of the most talked about cartoons of recent months, the first he drew about the arrival of the pandemic and its impact on the sector. In it we can see professionals talking about the distant digital transformation. “I don’t think our company has to change anytime soon,” says the chairman of the meeting. What they don’t know is that at that moment a big wrecking ball called COVID-19 would force them to change their plans immediately.

“This ‘wrecking ball moment’ has been felt by all businesses in general and definitely the world of marketing in all forms,” ​​he said. At this point, he stressed that COVID-19 is an accelerator, not an agent of change, as expressed by Professor Scott Galloway.

Following this introduction, he focused on the topics that Global Marketer Week 2021 will cover: A better society, a better world and better growth.

The idea of ​​change in marketingFor Tom Fishburne, it can take two tracks. The first, that imperative need to “constantly change”, almost every year. Second, “instead of risking something new, let’s play it safe and continue our slow decline toward obsolescence.” For the professional, both dynamics coexist in the marketer universe.

Likewise, during his talk, he assured that marketers need to use a sense of humor more than ever. “Humor in the workplace allows us to tackle fundamental things we need to talk about”. He mentioned here three insights on humor: disarming (disarmed), belonging (belonging), vulnerable (vulnerable). The Marketoonist constantly stressed the importance of humor in a good leader.

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Within the theme «better world», he spoke about the marca method, for which sustainability is a fundamental pillar. The company launched the first bottle made of plastic from the ocean and gave voice to this problem. Although it was only a product and the impact was not very great, Fishburne appealed to the idea that the brand pursues: progress is not perfection, if not the constant work to improve doing things differently. The company’s work continued with a factory that reflected its progress in sustainability and, over the years, method’s impact grew.

In relation to «better society», he referred to the brand security, a subject in which there is still a long way to go, but where the key is reduced, again, to constantly progress. The same goes for the problems of digital ad fraud and false followers, as well as the misuse of data and personalization.

Finally, and in terms of “better growth”, he pointed out the importance of creating a healthy business that directs professionals to all those objectives they want to achieve and with which they seek to make an impact. For Tom Fishburne, sometimes marketers focus too much on the marketing funnel, but the analysis of the people they are trying to connect with is lacking. In reality, people’s lives are “much more complex” than mere transactions, he said.

«The real opportunity for better growth is to think about marketing through the real utility for the people we want to reach«, He asserted.

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