The generation gap, the digital divide, economic polarization, and multi-channel marketing—marketing in times of rapid change isn't easy! It's also not cheap. So how do you do it well? Krzysztof Masłowski, co-founder of Verseo, discusses these topics, among other things, in an interview with Gazeta.pl.
Verseo combines expert knowledge with modern technologies, ensuring exceptional customer experiences. In an interview with Gazeta.pl, its co-founder, Krzysztof Masłowski, discusses the biggest challenges facing marketers and what the near future holds.
Marketing 5.0 – everywhere, everything, at once
The dynamics of the environment and the changing expectations of recipients require a completely different way of implementing campaigns than at the beginning of the Verseo agency's activity.
Ten years ago, consumer awareness wasn't at such a high level. Furthermore, the emphasis on values, personalization, and environmental stewardship has intensified in recent years. This has required a transformation in our approach to brand strategy implementation and the implementation of Marketing 5.0 principles. For this reason, we decided to publish the first Verseo Impact Report.
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"Each generation uses different technology, has different values, and has a different worldview. We can't make one video and share it across different channels. Each platform requires different formats and creatives. Because of this diversity, multi-channel marketing is a challenge, including for corporate budgets. The sooner a customer invests in a given channel, the faster and more they will save. In two, maybe three years, the rates will be higher, so this learning curve will be more expensive. Unfortunately, marketing has become cheaper ," explains Krzysztof Masłowski in an interview with Magda Biendik from Gazeta.pl.
Everything changes rapidly in digital, so flexibly adapting to the new rules of the game allows you to optimize business activities and maximize profits.
Just because you tested a solution two years ago and it didn't deliver the expected results doesn't mean it won't work now. Try again— in the digital world, nothing is written off forever. A given channel converts well today, but tomorrow it might stop working. Instead, three others will take its place and resonate well. It's worth keeping your finger on the pulse and testing different channels," explains Krzysztof Masłowski.
It's important to constantly evaluate not only channels but also tools. There's no shortage of technological innovations designed to make navigating the world of digital marketing easier!
GPT Chat – Blessing or Curse?
During a conversation with a journalist from Gazeta.pl, Krzysztof Masłowski also commented on the use of one of the most popular tools in recent months. GPT Chat , which successfully supports Verseo experts, also helps the agency's CEO in private activities.
The co-founder of the Verseo agency admits that using the tool shortens the time it takes to find the information you're looking for (unless it's related to events that occurred after 2021, which the chat doesn't have access to). The tool also provides good support for creating various types of outlines. However, Masłowski emphasizes that it requires proper use to truly optimize workflow.
Technologies are changing, and there are more and more of them. We're aware of this, which is why for six years we've been working with algorithms in campaigns , leveraging artificial intelligence and machine learning. These solutions are changing the nature of our work. Initially, it was supposed to be easier, but it's harder—expert knowledge has become essential. It's the same with GPT chat—some say it doesn't work. Others, on the contrary, say it provides great answers. Both are right. Everyone should spend at least an hour a week learning how to query chat so it responds appropriately. How we ask influences the response. We need to learn to communicate with technology, using precise language to receive a specific answer. A general question will yield general information," explains Krzysztof Masłowski.
Next tech – one tool for many businesses?
However, not everyone has the time or inclination to explore the principles of new technologies or test their potential use in their business. In such cases, they can seek support from an experienced digital marketing agency that utilizes the latest solutions.
"Customers are increasingly unwilling to waste time learning new technologies. They'd rather focus on their business. They want to know if we're using them, but ultimately, what matters to them is the campaign's results, not the tool itself," Masłowski admits.
These days, choosing the right tool or channel isn't easy. What works for one brand may not necessarily translate to another. Krzysztof Masłowski explains that in the world of Marketing 5.0, every business requires a personalized approach.
Many companies have successful e-commerce. They decide to create another brand. They use the same methods with a second online store, and it doesn't sell. This can be influenced by nuances—the business model, the price of the product or service, the delivery method. Marketing is strongly linked to the brand and its values. Customers are increasingly paying attention to this. If they buy, they want to know how a product impacts the environment. Experience is also important —we are willing to pay more for convenience. The pandemic has accelerated this. Values and technology are combining in Marketing 5.0. This culminates in a personalized message that the customer can identify with," explains Krzysztof Masłowski.
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We test on ourselves and implement proven methods with our clients
Marketing 5.0 combines technology with expert experience, the real world with the digital one. Customers expect their journey through these worlds to be as convenient and enjoyable as possible. They choose brands that put people at the center and reach them with personalized, valuable messaging. And they represent values they can identify with.
Krzysztof Masłowski explains that he works with clients who appreciate the foundations upon which Verseo is built. Before he proposes a solution, he first tests it within… his own company.
"What we do for clients in business, we always test ourselves first. I still run paid campaigns myself to stay up to date. This allows me to tell the client that the solution is well-tested. I know the opportunities and risks of using it, and I have sample data that allows for estimation. This gives the client a sense of security that we truly know what we're doing, " explains Krzysztof Masłowski.
However, it's important to remember that no single solution will work for every brand. Each case should be considered individually, the situation thoroughly analyzed, and all promotional channels tested.
"Every campaign is different. You can't let your guard down and fall into a routine. […] The client knows business, we know marketing . We meet in the middle. We have teams for small, medium, and large enterprises—this division sets us apart. Sometimes it turns out that a large brand has 500 small branches, meaning 500 small local businesses. So it really needs local solutions —and we have them. Other times, a small local company needs a solution for a large brand. And we have them too. We tailor solutions to their needs and work together to achieve results," says Krzysztof Masłowski.
Learn more about what marketing is at Verseo and how it can translate into benefits for your business in a special podcast on the Gazeta.pl website.
Frequently asked questions about the topics covered in the interview
Krzysztof Masłowski emphasizes that the market has evolved from simple, manually set campaigns towards advanced automation and the use of artificial intelligence algorithms (machine learning). Today, technology and the processing of massive amounts of data (Big Data) determine competitive advantage.
A common problem is the lack of a long-term strategy, operating blindly, and expecting immediate, spectacular sales results immediately after the campaign launch. Effective marketing is a process that requires time, testing, and continuous optimization.
Machine learning systems can analyze thousands of variables (such as time of day, device, and user intent) in real time, something no human could handle with such speed and precision. This allows for maximizing return on investment (ROAS) while optimizing budget utilization.
Beyond simply driving traffic to your website, analytics are crucial. You need to accurately measure the results of your efforts, analyze customer journeys, and continually improve your website's usability (UX) to maximize conversion rates.
An effective agency combines advanced technological resources with the knowledge and experience of its specialists. The foundation of successful client collaboration should be full transparency, honest communication, and a partnership-based approach to business.
Summary
The above article covers the following topics:
- where modern business strategies are heading,
- what is Marketing 5.0,
- Is ChatGPT a threat or an opportunity?
- whether Next Tech is the tool of the future for many companies.
