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5 Areas of activity on the rise in Marketing

Among the many aspects that describe the constant evolution of Marketing, triggered, above all, by digital transformation and the need to keep up with changes in consumer behavior, the versatility of the professionals who turn the gears of the sector stands out in a vital way.

This is because, in recent years, concepts that were previously considered trends have become imperative in the routine of companies. A full understanding of subjects such as Live Marketing and Digital Marketing, for example, have become true diamonds in the resumes of professionals in the area.

At the same time, “old” but still relevant skills hold a privileged place in the scope of topics to be assimilated by professionals who wish to join the Marketing ranks. With this in mind, Ricardo Leão and Ti Bernardes, leaders of the MAK Agency, pointed out the main areas for those who want to enter this market.

1) Live Marketing

Also known as experiential marketing, live marketing has gained relevance by proposing events and activations that create a deeper connection between the consumer and the brand. Instead of traditional and passive campaigns, live marketing strategies seek to provide remarkable experiences, such as conventions and guerrilla actions, to promote emotional interaction with the public. 

According to experts, personalizing each event according to the brand and consumer profile is essential to strengthen relationships and increase loyalty. Bernardes pointed out that companies that hire Live Marketing services seek to connect their consumers to their brands through personalized experiences, events and materials, using digital means to enhance their actions. 

2) Business Marketing (B2B)

Unlike B2C (business to consumer), corporate marketing or B2B (business to business) focuses on creating strategies for negotiating and selling products and services between companies. The segment focuses on attracting corporate clients and requires a more technical approach that is geared towards market needs – ideal for professionals who have the skills to manage high-value partnerships.

Leão emphasized that the area serves highly competitive and demanding sectors, such as beverages, technology and food. Therefore, professionals must have the ability to understand and solve complex demands. By focusing on major players in each sector, a Marketing agency consolidates itself as a strategic partner, offering robust and specialized solutions to these clients.

3) Trade Marketing

Trade Marketing is an area focused on optimizing the relationship between brands and points of sale, with the aim of increasing the presence and visibility of products in retail. Trade strategies go beyond direct sales to consumers and focus on promoting the brand with distributors and retailers. 

The work of professionals in this area is described by responsibilities such as creating promotional materials and developing actions that improve the shopping experience, encouraging the end customer to choose the product at the point of sale. The area is ideal for professionals who have negotiation and market analysis skills, as well as a good understanding of retail dynamics.

4) Inbound Marketing

Inbound Marketing, or Attraction Marketing, offers a less invasive and more organic way to attract customers, using relevant and valuable content to spark interest and build customer loyalty. In contrast to traditional Marketing, inbound marketing focuses on creating solutions that educate and engage consumers, from blogs and SEO to social media and marketing automation. 

With this approach, those working in this area have the responsibility of promoting customer engagement and the impact of their campaigns, adopting inbound strategies to strengthen their digital presence and relationships with the public.

5) Digital Marketing

One of the most dynamic and growing areas in the sector, Digital Marketing is essential for any company that wants to stand out in online channels. This area includes everything from search engine optimization (SEO) and paid campaigns on social networks to the use of email marketing and data analysis. 

Digital Marketing allows brands to connect more directly and personally with their target audience, offering immediate insights that help in strategic decision-making. According to Ti Bernardes, this is the ideal field for those who are interested in technology and enjoy working with metrics and performance.

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