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The exclusive professional event held in Ibiza, known as Top Community 2025, served as a meeting point for 40 leaders in the marketing sector, where new trends and models of relationship between brands and consumers were discussed. Over three days at the Los Molinos hotel, attendees reflected on a paradigm shift that renders the traditional marketing model obsolete.
Organized in partnership with Ibiza Tourism, the event featured an informal format that allowed for an exchange of ideas free from corporate rigidity. The conclusions revealed a new approach that prioritizes less impact and more connection, fewer audiences and more communities, as well as a reduced number of ads and a greater emphasis on culture.
One of the key points addressed was consumer attention in an environment saturated with advertising stimuli. Experts emphasized that the goal is not just to capture attention, but to forge authentic and lasting connections. In this sense, marketing is shifting towards relevance and authenticity, aiming to create emotional connections rather than convey empty commercial messages. According to participants, today’s audience craves entertainment, engagement, and a sense of belonging rather than being mere recipients of ads.
Entertainment has emerged as a new relationship economy, where streaming, sports, music, and digital creators play a central role. The evolution of audiovisual consumption was highlighted, with platforms like YouTube dominating Smart TVs and the growing popularity of formats like video podcasts. New generations seek collective experiences that replace traditional television consumption.
Another fundamental aspect of the gathering was the role of artificial intelligence, which has already established itself as an efficient tool rather than merely a future promise. It was emphasized that the most innovative brands are using AI to optimize creativity and personalize communications, always prioritizing empathy as a key differentiator.
Communities emerged as the central focus of new marketing. Phenomena such as fantasy football, mixed martial arts, and gaming demonstrate how consumers group around shared interests, fostering conversation and loyalty. In these communities, users not only consume but actively participate in content creation and in building brand identity.
The participation of major companies such as Repsol, Telepizza, Burger King, Iberia Express, Supermercados DIA, Universal, Totto, PepsiCo, Popeyes, and Ibercaja showed that this transformation in marketing is underway. Top Community 2025 establishes itself as a key event where brands that manage to connect with culture and communities will shape the future of the sector.
Referrer: MiMub in Spanish
