Has the “Head of Marketing” changed or has our definition of a position become obsolete?

We are seeing a strong movement in Brazil: influencers taking leadership chairs in giants. Toguro as Head at Cimed and Victor Sarro at Philips. Are brands naive to deliver marketing to content creators?

On the contrary: they finally understood the game.

The ivory “tore strategist” is losing ground to those who have the stomach for the algorithm.There is a latent provocation here: marketing today needs less than traditional“”formation and much more skin in the game.

The “Day Trading” of Attention

Gary Vaynerchuk explains this phenomenon well in his book, Day Trading Attention.He brings a reflection that is the punch in the stomach necessary for the current market:

“The cost of going wrong on social media is zero. The cost of not trying is invisibility.”

Influencers have understood this before everyone else. They do not manage logistics or P&L spreadsheets, technology, machines and technical teams already solve this. They manage the scarcest and most volatile asset in the world: attention.

The 3% Rule

It is estimated that only 3% of Toguro posts actually “have the” bubble. For a classic marketer, a 97% rate of non-viralizing posts would be cause for dismissal.For new marketing, this is real-time learning.

They go wrong too fast and cheaply to get right what no six-month market research could predict. The influencer understands where they went wrong, something that traditional marketing, stuck in approval rounds, has a hard time processing.

The role of technology

The strategist did not die, it was only automated. Artificial Intelligence already does the heavy lifting of data analysis, segmentation and technical execution.

What's left?Agility and visceral connection.

The influencer goes in to do what institutional marketing forgot how it does: generate real buzz. In the “day trade” of attention, who takes to post what the public wants to hear, has already lost money.

The game is now another. It is no longer about buying media; it is about being the media.

Marketing has not died, but it has never been so noisy. What about you?

Are you focused on the operation of the past or the attention of the now?

Review: Bruno Brambilla, CEO Biglink