The SmartPR company has collected the “hotpoints” on which brands must work to achieve successful communication this 2021
The field of communication has seen many of its great moments frustrated by the coronavirus crisis in 2020: cancellation of events, impossibility of holding mass meetings, restrictions on musical or audiovisual releases … In short, the scene has turned 360º and now everything is leading to the search for a safeguard in the digital field. The consulting firm has carried out an analysis of this situation in order to compile the trends with the most potential in the communication sector for the new year.
1. Communication with Purpose
Faced with a world in constant evolution, where the lifetime of trends is increasingly shorter and consumption routines are increasingly blurred, it is more important than ever to remain firm and faithful to your own philosophy. The key is to solidly define a “Reason to be”Of the brand that connects her with the audience and with the future. This will help businesses to generate engagement and loyalty.
2. Communication in the context of the pandemic
Extreme situations like the one we are experiencing can be a brake on growth or a business opportunity for those who play their cards well. Being attentive to information and potential markets and channels can stimulate the growth of a company. Ultimately, the key is to be connected, be relevant and timely, and be meaningful to the consumer.
3. Streaming and video up, screens turn off less and less
Live online video has been postulated as one of the guarantees to maintain communication even in times where alternatives are conspicuous by their absence. Events in streaming, paid or by subscription will continue to be a trend from now on; and to optimize the user experience with the brand, actions aimed at making these meetings more interactive, creative and dynamic will be essential.
4. Collaborations and co-creation: together we are more
Collaborations, co-marketing and co-branding have proven to be very effective strategies. This is because the communicative dynamics is increasingly social, not only between the public but also between brands, brands-artists, institutions-brands, etc. Some examples of success pointed out by SmartPR are the J Balvin Meal, a campaign in which there is a McDonald’s menu adjusted and promoted by the artist, or Viviana Gordona’s recent design for Mini.
5. Independent media, new paths for journalism
The consumption of information is increasingly fragmented. The saturation of the population by the classic generalist media and the rise of the Internet have led the public to wake up interest in new independent media that use attractive audiovisual, interactive and digital formulas. “Brands should understand that there are new media with which to work and connect in a better way with micro-audiences that move quickly, but that – likewise – form small and solid consumer niches”, proclaim from SmartPR.
6. Interdigital relationships
The times that run have proclaimed the hegemony of the hybrid; also when it comes to relationships. The reality-digital world connection will be key and an action point that will have to be taken care of in detail. To be successful in this field, one of the most important factors will be the exploration of the personality and habits of the audiences.
7. Podcast, turn up the volume
The podcast boom is unstoppable. Despite the fact that the audiovisual format is the undisputed leader in terms of attracting attention, the audio format is becoming more and more popular. According to data from Statista, By 2021, advertising investment in this medium could reach 1,000 million dollars. Given this growth trend, it is worth exploring the possibilities of each brand with the podcast world as a way to reach the public.
8. Fake News, its end is near
Blockchain technology is increasingly sophisticated and accessible, which, combined with an increasingly educated and attentive consumer, will make it difficult for Fake News to penetrate. From Smart PR they predict that its end will come in 2021 or 2022 at the latest.
9. Communities take control, but it requires moderation
The masses created around social, cultural or geographical communities have a growing potential due to the use of the Internet. However, to exploit their potential, certain control and management of them is necessary. A brand must adapt to the public but be the one to set the pace, and not be dominated by community groups. To do this, it is essential to work daily on the plans of action, communication, vision and purpose.
10. Be part of the solution
Promises and messages have increasingly limited effectiveness. The world expects more and more from brands; expectations are very high and the present requires specific actions that match the chosen positions. It is no longer enough to say, it is necessary to do. A memorable action will give a brand a longer life than a message of the same caliber.
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