Mexico City, Mexico, October 6, 2022. Master's Degree in Strategic Marketing of the School of Business received Arturo Lopez Gavito, music producer, marketer, manager and critic, who gave a lecture at the Universidad PanamericanaArturo López Gavito, music producer, marketer, manager and critic, who gave the lecture Human Marketing. With a career spanning more than 36 years, also known as "the iron judge", he has collaborated with Universal Music, Emi Music and has served as vice president of marketing for Disney Mexico.
Humanism in marketing
During his lecture, López Gavito reflected on how the digital era represents a great opportunity for marketing, but also a way to dehumanize society "society is dehumanized from its family nucleus, which is where everything will be born: ethics, values, which will form us all," he said.
After identifying the risk involved in current marketing, he explained that the current challenge, even more so after the pandemic that was experienced, is to appeal to human sensitivity: "we lost many loved ones, economies collapsed, today more than ever we value being with our families".
Similarly, Lopez Gavito spoke about the role played by consumers in today's marketing, in which they have become a test laboratory for brands and in which, through dehumanization, beyond being a human with a name, for these brands people are nothing more than an algorithm, a number that is grouped into a niche, which means a group of interest and therefore of opportunity .
The above, according to the speaker, made society move from creative marketing to simply reviewing algorithms, behavioral patterns and everything becomes the use of big data.
The role of the marketer
Continuing with his presentation, Lopez spoke about what, from his perspective, has become the role of the marketer today, a role that seems to seek to dehumanize the consumer with a specific objective: "the role of the marketer today is to lose the soul to generate investment campaigns.
He also talked about how marketers should seek to reach the right target: "it is one thing to send a message and another to achieve the execution of what we are looking for" . To achieve this execution, he explained that what brands are looking for today is to achieve a positive banking perception in the markets, and that marketing is being directed towards this.
Marketing in the present
Regarding the current marketing design, he commented that it has changed thanks to the pandemic, since it is no longer used to resort to models: "in the pandemic we were exposed to a lot of pain and we learned to love the human being as the human being is, with his physical and mental imperfections, and to perceive him as any person we could see in the supermarket, this is making something much more efficient".
To conclude his presentation, López Gavito pointed out that it is of utmost importance to listen to consumers, stressing that we now have more digital tools to do so. He also emphasized that the marketer must use the information he has collected to empathize with the consumer, because it is necessary to have sensitivity to know if the work that is done is really adding value to the brand.
