In One Sentence…
How do you define effective marketing?
Effective marketing is marketing that sells! Effective marketing is marketing that through the identification of insights based on consumer and category data focuses on creating customer-focused products and services to meet customer needs and deliver tangible results.
What is the best advice you can offer to today’s marketers?
That they be honest because today’s consumer is more demanding and now even more so in the age of infoxication, and certainly not to overlook potentially useful trends, identify opportunities, develop and implement marketing plans that get good results and above all not to lose sight of the competition.
How does creativity drive effectiveness?
For me, creativity and effectiveness go hand in hand—if you are creative, your message can be effective. Creative quality with a well-defined purpose drives effectiveness, especially now where it is more necessary than ever to stand out from the rest of the message, touch emotions, deliver on your campaign promise to the audience and deliver effective results.
What is the biggest roadblock to marketing effectiveness?
The two biggest obstacles right now are the competition for consumers’ attention and the pressure for short-term results and not having a marketing strategy aligned to the business strategy.
What do you hope marketing looks like in the next five years?
I think it will return to its essence, which is to connect brands with consumers, where decisions will be made based on data, and it will be more human, because the world and consumers themselves demand it. We live in difficult times where marketing and advertising have the opportunity to exercise the power they have to contribute to society, beyond selling.
Belkis was a 2023 Effie Dominican Republic judge. See more In One Sentence features.
