We are in an era of galloping development of digital connectivity. At the same time, this progress is accompanied by challenges on how to preserve the basic values of communication – from the way we communicate with each other to the broadest forms of professional, social and business spheres in public life
The last decade has been marked by a pronounced phenomenon called oversaturation of the advertising market. This was significantly influenced by the emergence of “new media”, i.e. a number of different platforms which can be used to run advertising campaigns. We had to arouse interest in otherwise disinterested listeners, readers and viewers who are all potential consumers.
This is where we started to become aware that a trick advertisement and slogan are not enough, but that we had to exercise balance and have a refined sense of listening to the customer and feeling their pulse. The results were increased attention of the target groups and appropriate, close and creative communication, which does not provoke a negative reaction. Warmth and tangibility have become an important segment of visuals and messages. It is more important that a satisfied customer remains a loyal consumer throughout marketing campaigns. Marketing and the customer have an increasingly personal relationship. The future lies in the personalization of content. An individual algorithm created from personal preferences will change today’s advertiser’s thinking about the emotion that should “grab” consumers being the most important thing. Technology, however, will never defeat a human being as a living consumer and everything hinges on the idea, information and initiative.
Aggressive, a one-way conversation between the brand and consumers died in the modern age. I deliberately used this metaphor to point out that marketing is no longer just an ad that “sticks” to consumers just like that. The new economic conscience has a big impact on purchasing decisions. Brands need to do much more to attract consumers. Now brands are under pressure to establish more humane and culturally relevant ways to engage audiences. In the current climate, the consumer is cynical. Although consumers seem gullible due to the extensive growth of digital, they are also more distrustful. That is why a brand has to have a humane and close approach to the consumer. It has to be an authentic reflection of what is its value and quality, or it will slip. The gist here is quite obvious – just tell me kindly and with care why is your product or service good for me.
“New technologies have already opened the door of the future, which will shape both marketing and communications”
Long-standing experience in communications has shown me that now is a crucial time for the return of the core and meaning of communications. We are in an era of galloping development of digital connectivity. At the same time, this progress is accompanied by challenges on how to preserve the basic values of communication – from the way we communicate with each other to the broadest forms of professional, social and business spheres in public life. Experience tells me that we have to return to the culture of communication, be mindful of the essence of the content we exchange, as well as the accuracy of information and relevance and reputation of participants in communication, to communicate facts, to boost the value of true information and to be open. To be clear, we are watching a game in which lies more often beat the truth, and prosaicness beats the essence.
New technologies have already opened the door to the future, which will shape both marketing and communications. The biggest challenge is the accelerated development of the digital sphere, whereby new marketing and communications will be shaped by the development of artificial intelligence. Television is not ‘the old lady to write it off too soon. The entire digital sphere and television will remain the strongest platforms. The main trend will be the personalization of content for different groups of consumers and establishing a personal relationship between buyer and seller through marketing.
Focusing on the client, creating a deeper relationship with the client with an emphasis on quality and results, successful sales of new business opportunities with the use of new tools, market-oriented campaign management and understanding of the business environment – all this will go into creating a strategy for the client. The most important thing for us is that our client has strong trust in us to the extent that they agree to change their vision of when, how and where the advertisement should be placed, when we, as experts with experience in monitoring market trends, tell the client where and when the advertisement will have the best visibility and who are the best target groups for the campaign. The client of Nova Communications must get the best value for their money. Our clients put their bona fide trust in us that we are going to manage their capital properly and we have always done that well.