Estudo InterComm Report B2B sobre Comunicação B2B em mercados globais revela o crescente papel estratégico da Comunicação.
Num contexto de instabilidade e de transformação da interação, cabe à Comunicação criar as oportunidades, assegurar a confiança e potenciar a relação com stakeholders, destacam os autores do estudo InterComm Report B2B.
The success of B2B exporting companies is intrinsically linked to their commitment to communication. More than two thirds of these organizations plan to invest in this area in the near future, consolidating its critical role in stakeholder relationship management, reveals the second phase of the InterComm Report B2B study, under the motto #TheWayForward 22 " 23.
The study carried out by School of Social Communication of the Polytechnic Institute of Lisbon and SayU ConsultingThe event will show that this effectiveness involves boosting companies' reputations and building and consolidating their relationships. The aim will be to publicize innovation, establish synergies, trust and cooperation in a space for dialogue and negotiation.
After a challenging and uncertain period, all the companies surveyed recognized the greater importance of the role of Communication, considering it critical in managing relations with all stakeholders. More than 70% of these organizations intend to invest in Communication in the near future. The conclusions are the result of a new round of contact with companies with a B2B focus and relevant international business, allowing us to understand what has changed, what has remained the same and what the future prospects are.
"In the future, we expect to see a more prominent role for a humanized narrative, as this is fundamental to building meaningful connections. The world will demand greater transparency and more trust. It will be essential for national B2B exporting companies to increase their reputation, build and consolidate their relationships," say Ana Raposo and Marta Gonçalves, researchers responsible for the InterComm Report B2B #TheWayForward 22 " 23.
Companies need to design a communication strategy
The results show that, for a more effective action in foreign markets and, consequently, an increase in competitiveness and conversion of opportunities into business, Communication plays a fundamental role, and must be transparent and convey trust.
The first phase of the study took place in 2020, and its results were presented in 2021. The second stage, which now ends, points out some of the possible paths for an effective and assertive action in global markets.
According to the study, the focus will have to be on the ability to strengthen partnerships and transform relationships. This is an opportunity that requires agility at all levels, as well as a great deal of flexibility, adaptation and persistence, which is only possible with well-structured and focused communication. Reputation management and consolidation are part of this journey, making the company's identity and values known to all stakeholders.
New concerns, namely sustainability and the well-being of professionals, from a corporate social responsibility perspective, will drive the agenda of most B2B brands. They will have to design a clear and transparent strategy for communication and, according to InterComm, models based on data - including the prediction of trends, needs, behaviours, usage and insights to personalize communication strategies - will gain increasing weight.
The analysis also reinforces that this strategic function brings added value to the operation in global markets, in which a space is still being sought, and that it is essential to work on notoriety and good reputation with Communication actions that contribute to the commercial and operational development of the organizations.
This second phase of the InterComm Report B2B integrates national and international business experience, academic and technical knowledge, statistical information and contact with the market under study in a complementary way, through an interview survey of 30 national B2B exporting companies from different sectors, sizes and maturities.
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