Companies and brands in the digital era should understand and practice Marketing in real time, speak with their stakeholders and explore the power of empathy to connect with their clients, public and collaborators. These are three of the seven big trends in the sector of Communication, according to what ATREVIA revealed in the Conference titled Communication trends for spherical brands, led by Gema Román.
During the presentation of the event, Isabel Lara, vice-president of ATREVIA, highlighted the effervescence of the Communication and Marketing sectors as a source for challenges and opportunities. Nowadays, there is a global flow of information. It is not possible to predict Marketing actions: now decisions are being taken in real time. We live in a society characterized by a whirlpool of information, but information alone is not enough.
“Marketing in real time is the first big trend of Communication. One of the main challenges that companies analyze is the great volume of information so that it can be converted into opportunities. Data must be used to help take decisions, content must be created on the go, content must be personalized and get approval in order to make decisions. And all of this in real time”, explained Gema Román, director for Consumer Communication at ATREVIA.
During the presentation, the people who attended learnt about some of the success stories from brands that took advantage of an unexpected opportunity. The case of TomTom, who knew how to make a story (appear in the headline of the satirical website El Mundo Today) become an opportunity to get followers on social networks, generate more links with audiences in this network and amplify their visibility.
“The majority of real Communication today is not face to face. It is done through devices and in many cases, it is expressed through emojis”, Gema Román stated which explained that Talk like you will be the second biggest trend in this sector. In addition, all companies should explore the power of imperfection which means taking advantage of the empathy that connects us, as users or clients with Imperfect Brands.
Off, A luxury experience, participative Communication, nomadic Communication and Brands with values for people with concerns complete the list of the seven trends in Communication.
The conference has served as the backdrop to deepen the innovative concept of spherical brands, coined by ATREVIA. It means brands who want to escape from linearity, to gain volume and establish an emotional link with their clients. Brands that are built from the inside out, loyal to its values, listen to their audiences and loving with authentic messages.
Gema Román is the Consumer Communication director at ATREVIA Madrid, who designs and coordinates implementation strategies for clients in the cultural, tourism, restoration, fashion, leisure and energy sectors. She has managed clients like Fundación Telefónica, Starbucks, BP, Royal Caribbean, Parque Warner Madrid, Zippy, Renova, Travel Club, Tiendas Vips and C&A. She has 15 years of experience in communication and 13 of them being with ATREVIA.