Communication has not only changed, but it will change even more. Historically, technology has always changed the way man communicated, and the change has always affected the message as well. If we look at history we will see how all change, the invention of the word, the pen, the paper, the printing press and today the Internet have revolutionized communication. Today we all live in the frenzy of knowing what the next communication revolution will be, without having stopped to think and finish understanding the current situation in which we live – the digital environment has changed everything.
Personally, I like this change, which involves fluid and non-one-way communication; We have left rigid and linear communication platforms, living in multidirectional and flexible platforms. This for many has supposed an adaptation and refocusing the way we look at the markets. To give an example, let’s imagine how many times we have communicated a Uruguay WhatsApp Number List message to our close environment and it has been distorted as it expanded, as this happens with advertising and brand messages. Once they leave their environment, part of the message is lost and the noise can end up silencing it. Today with the new media if they are used properly this does not happen or at least you have the opportunity to “correct” the messages.
Advertising has traditionally been a one-way communication process in which brands spoke with the consumer, based on a model, forgotten by almost everyone but which existed, AIDA: Attention, Interest, Desire and Action. A model that basically forgot the interaction and is therefore “dead” today. In the current reality, consumers have the means to react and interact, which means that any action is no longer “launch and wait”, it is more complex, more interesting and effective.
If you still haven’t noticed, wake up !!!!! It is no longer a one-way communication process; You no longer “shoot” information at consumers, and expect them to “take” your bait. Today they are wiser than you and they know perfectly how to discern the language of advertising and they don’t like it.
On the other hand, forget about local messages. Advertising messages, whether you like it or not, must be global and capable of growing in the global digital environment. Thanks to the new media that have given power to the consumer, a person who likes an English, French or Korean ad will share it on their networks anywhere and this will make the message amplify. There are plenty of examples, but let’s just think of the famous Icebucket Challenge. Today this, no matter how small your investment, can happen to you, although we are not fooled, it is not easy. A good ad or a catchy jingle can “flood” any social network, and before you know it, it will be “all over the world.” What we call “earn media”, which is still an affectionate name for free advertising, is the cheapest and most effective way of advertising. Although not always the most efficient or correct, why impact non-objective audiences? But that is another matter.
It is surprising, how through social networks everyday events become topics of debate. Any banal topic can turn into a social storm in which people compete for inspiration and the most talkative message; suddenly it seems that everyone is creative. In these conversations there are potential ideas to exploit messages at a reduced cost, consequently listen, learn, but do not participate if you are not invited.
This leads us to the need to be consistent and coherent, if you make a promise to your consumers you have to keep it. Today, if a product does not live up to the “virtues” that advertising proclaims, consumers will react. They have a multitude of tools at their disposal and you have no doubt that they will do it, breaking those messages that have cost you millions of euros to build and position; a few messages and you’ve lost all credibility. Are you ready for it? Well, treat your consumers with more respect. If you are still so arrogant that you believe that the consumer is going to be influenced and absorbed without doubting your messages, you are destined for the greatest failure. Today the consumer is the first means of communication and as such you must treat him.
If you still have doubts about social power, think of something very different from marketing and advertising. For example, the social movements that arise in the digital environment around the world that end, in the best of cases, overthrowing regimes or modifying laws; they are still the reaction of consumers to a poor quality product. In this context, consumers are the people, and bad government is the product.
Once we are aware of this new social reality that has transformed the world of advertising, the response must be immediate – a communication