#NEF Training Authentic marketing

       What is marketing for you?

       Taras Bondarenko, a brand anthropologist, started the training "Authentic Marketing. What are the tasks of communication".

       In the global world, today's marketing, namely marketing 5.0, faces certain challenges that we should be aware of.

       The first challenge is the age gap. Many generations are living at the same time, and they are all consumers. As generations have changed, so has marketing. Since the 50s, marketing has gone through several stages, from the very first, where attention was focused on consumerism or consumption, to the newest type, marketing 5.0.

       The second challenge is the polarisation of prosperity. Polarisation is happening in four directions: polarisation of jobs, ideologies, lifestyles, and markets.

       The third challenge is the digital divide. On the one hand, it is global digitalisation, certain offline business models are already becoming irrelevant, 4.95 billion people use the Internet, we spend almost 7 hours a day on the Internet, and 92% of us do it on our phones. But on the other hand, there are certain warnings to this process: the information bubble, automation of processes and, as a result, job losses, and the digital lifestyle affect our behaviour and health.

       The training discussed the impact of these challenges on the evolution of marketing, what approaches work in marketing 5.0, and how brands can develop authentic marketing through brand DNA.

       It was a deep, interesting and important topic that helped us look at marketing from a strategic perspective.

       We thank all the participants who came to the training immediately after the air raid was over! Stay tuned for our news, the next event is coming soon.

       The event was held within the framework of the project "New Economy of Ivano-Frankivsk (NEF) - Support to New Clusters of Innovative Economic Activity in Ivano-Frankivsk", funded under the Mayors for Economic Growth programme of the European Union. The project is being implemented by a consortium of partners: The Executive Committee of Ivano-Frankivsk City Council, the innovation centre Promprylad.Renovation, the urban laboratory MetaLab, the economic development agency PPV Knowledge Networks and the Teple Misto platform.