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May 22, 2019

Opportunity Marketing by Marta Gonçalves

Opportunity Marketing

It's no news that the interaction between brands and consumers has undergone significant changes over the last few years. The main reason for these changes is the use of new technologies and the digital context, which have completely altered the market and forms of consumption. We are increasingly seeing a constant search for information, new experiences and, above all, instantaneity.

It is from this instantaneity that the growing need arises for companies to be aware of their surroundings and, above all, their audience. To this end, understanding who we are targeting is a priority.

In this sense, a concept opportunity marketing. It's nothing more than the ability to take advantage of the circumstances of the moment to increase the buzz of a brand or company. This type of action is one of the benefits of Digital Marketinginstantaneity allows companies to make use of certain situations at the right time, leaving interaction with the public to do the rest. We're talking about companies that take advantage of commemorative days, current affairs or landmark events to develop successful campaigns.

The internet and social networks are the enablers of this new type of strategy. Every day there are images, memes and moments that go viral, which are then taken advantage of by many brands that incorporate them into advertising strategies which, when implemented well, have resounding results. The public, particularly the younger generation, now demands an increased dose of creativity. In a world where there is so much information and so much easy access, communication also involves differentiation and actions that attract attention.

But in order to be effective, this type of action has to be carried out at the right time, and it is crucial for companies to be aware of what is happening around them and, above all, in matters related to their business area. The more informed we are about current affairs, the more impactful our ability to respond will be. The internet is so dynamic and so fast that, if we are inattentive, the key moment can pass and we miss the opportunity.

However, it is crucial to take extra care when using this type of strategy. Opportunity marketing can be a great tool when well thought out and executed. If it goes wrong, it can put a brand's entire reputation at risk.

Have you thought about the recent opportunities you could have taken advantage of?

Good business, with the right dose of communication!



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