The last year has dramatically accelerated the "digital destiny" of marketing communications professionals. Now, a series of trends promises to expand organizational responsibility and set new demands on everyone involved in the communication process.
A new business environment, changing public needs and technological transformation, along with changing values and expectations, are leading us to set new goals and look for new strategies. Where to look in 2022? And how do we respond in a context where so much seems to have changed?
As SayU Consulting has already revealed in the study which evaluated the response to communication of B2B exporting companies in the national market, the focus will have to be on the ability to transform relationships with the stakeholders. An opportunity that requires agility at all levels and a great deal of flexibility, adaptation and persistence, which will only be possible with well-structured and targeted communication.
The way we relate to each other has changed with digitalization. We need to re-evaluate our relationships with everyone. stakeholders and the channels where there are the most results. But what targets should we pay attention to in order to ensure that we keep up with this transformation?
More inclusive marketing
Consumers - particularly the younger generations - expect more meaningful messages from brands that go beyond presenting their offer. Today, a brand's reputation is also based on its response to issues of diversity and inclusion and environmental responsibility. Is the brand responsible towards its community and its concerns?
Enhancing the hybrid experience
In many ways, lives have moved from the physical to the online. Now that brands seem more comfortable with delivery in digital, the next challenge is to deliver the best in hybrid experiences, i.e. integrated physical and digital.
A more technological vision
Helping the public to make purchasing decisions, taking their needs into account, is the main priority. But this is not as simple as it sounds. A wave of digital channels and hybrid journeys (online-offline), along with increased customer expectations, have complicated brands' desire to create and implement a dynamic experience that delivers what they need, when, where and how they want it.
Technological tools, such as AI or big dataThese tools help predict behavior and allow brands to design and execute a strategy targeted at their audience, which, in times of need, can be the most effective way of ensuring that the right offer reaches the customer at any point in their journey.
"Being digital" requires a willingness to re-examine the entire way we do business and understand where the new frontiers of value lie. At the same time, it means being in tune with the evolution of the customer decision journey. This means understanding how customer behavior and expectations are changing. stakeholders are changing, both inside and outside the organization, anticipating trends and implementing a strategy to gain a competitive advantage from them.
Be digital will demand a lot from professionals and organizations, but the Future is here.