MKT 4462 – Consumer Behavior Current Event 2

João Privatti
Submitted: 13th September 2022

SOURCE: NRF SmartBrief September 12th, 2022

FULL STORY: Hall, J. 4 marketing trends on the horizon this year. Forbes (December 11, 2022).
Available Online: https://www.forbes.com/sites/johnhall/2022/09/11/4-marketing-trends-on-the-
horizon-this-year/?sh=170cd2442eae

ADDITIONAL ITEMS OF INTEREST FROM THE FULL STORY:

Marketing is changing thanks to technology. What worked in the past, no longer works today
and that's why it has become a great challenge for marketers to reach their audience. For this
to occur, the techniques that most attract attention are those of digital ambassadors, short
videos, and the use of artificial intelligence. And it is about these tools that the article talks
about.

RELATING THIS STORY TO CONSUMER BEHAVIOR:

Cultural movement - Chapter 14. Page 516-517
Digital Native – Chapter 1. Page 42.

Explain how this principle relates to the story chosen. Include outside references:
“In Pelé's day, the Brazilian epitomized soccer as fantasy” (Rather, 383).
I remember how my father and grandfather spoke about Edson Arantes do Nascimento, the
greatest soccer player in history. Better known as King Pelé. The passion and admiration that
they talked for the king are very similar to how I see and am influenced by some players
nowadays, like Ronaldo, Neymar, or Vinicius Junior for example. I understand the perception
and degree of influence that these characters have on me, and I can understand where it comes
from and why. The soccer culture in Brazil has no real explanation, and the big brands more
than ever understood this to their advantage more and more. What Pelé was the influencer of
my father and grandfather back in the days, today Ronaldo launches a shirt with Nike, and I feel
almost obliged to buy it.

PERSONAL THOUGHTS AND OBSERVATIONS:

“Customers should be more open and responsive to communicating in collectivist cultures,
whereas in individualist cultures, they may be less receptive to communicating for social
bonding purposes” (Samaha, 82).
We live for the social and for the social. Technology moves in ways it has never seen before.
The new generation lives with an excess of information and therefore the need to absorb and
filter it at the same speed. Little time can be wasted even if it is even in the moment of
entertainment. It is intriguing to observe this phenomenon and to observe the result that it has
generated. Greater crises of anxiety, depression, and the feeling of not being kept up with the
speed of the rest of society. Companies have paid attention to this and see no other option but
to follow this culture more, a culture of a digital and speedy generation, having little time to
breathe and appreciate what is worth it. I do not know how the next generation will deal with
what is yet to come, fast videos of at most 2 or 3 seconds? Artificial intelligence filtering and
recommending videos that they think will please you, using that influencer created specifically
for you or for a group like you? Hard to say, but surely a marketer will be around to connect the
dots and make it happen.

REFERENCES:

Rather, D. CBS News. (1999). People of the century. Simon & Schuster. Available online:
https://books.google.com/books?id=wO3qlZr7s3MC&printsec=frontcover&hl=pt-
BR&source=gbs_ViewAPI#v=onepage&q&f=false

Samaha, S. A., Beck, J. T., & Palmatier, R. W. (2014). The Role of Culture in International
Relationship Marketing. Journal of Marketing, 78(5), 78–98. Available online: https://doi-
org.libproxy.troy.edu/10.1509/jm.13.0185