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Jun 7, 2018

A meaningful message

A meaningful message

The time for mass contact has ended. Today everything revolves around a strategy of segmenting the public and targeted communication, with a message in which the relevant content takes on a central role.

The consequences of this trend dominate the discussion among the professionals responsible for managing the communication of their brands and transform the way in which platforms and channels adapt to respond to an increasing demand for proximity and meaning.

An example of this transformation is visible in the recent decision by Facebook to decrease the volume of information shared and give priority to publications by other users on the network. The measure appears as an alert for the brands present on the platform and promises to transform the way we think about interaction, investment and the processes to be used. In a market that is increasingly centered on the public, it is how they understand their experience that will dictate the path of Marketing.

The study 2017 Meaningful Brands, conducted by Havas Group, identified that 84% of the public expects brands to create content associated with solutions, experiences, entertainment and events. But the answer falls short of this requirement and 60% of all content created by brands appears to be poor, irrelevant or as not meeting the proposed objectives. This is a failure, at a time when the content is seen as having the role of informing and inspiring those to whom it is directed. Just a strategy of content marketing, which identifies targets and moments of structured contact, can effectively respond to goals of added value, achievement of reputation and visibility.

The keyword here is value. How can we define “value”? What message and speech are really valuable to our customers and partners? There are notoriously few organizations that are able to answer this question and respond to the proposal it contains. And yet, the ability to identify an organization's value to its audience has never been more important.

Knowing how to understand the expectations of our audience becomes, therefore, the first step to idealize a dynamic that allows us to become relevant to their eyes and retain them. Visibility is no longer enough if we are unable to create a relationship; it is not enough to be visible if we are not present and active. This is the challenge, which requires us to go beyond the mere presentation of the offer and to be able to create knowledge, knowledge and experience.

Do you know how to respond to your organization?


Marta Goncalves

Managing Partner | Say U Consulting


Rua Sampaio e Pina n.º 58, 2nd D
1070 - 250 Lisbon

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