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| Photography by Rafael Carabano |
Knowledge of the different consumption patterns in the new
generations will define the strategies that guarantee the permanence and
positioning of the media in the consumer market.
Communication will depend entirely on technology and it does
not change our needs, it simply changes the way of satisfying them. For this
reason, the managers and managers of communication companies must be skilled in
innovating and creating the mechanisms and tools necessary to stay current and
attractive to the consumer.
Where is the new corporate communication going?
Simplicity and immediacy will be the basis of communication
in the future. The routes used will become increasingly simple, intuitive, and
clearly adapted to mobile applications.
As Amir Kassaei, creative general director of DDB Worldwide
assures us, "you have to go out and listen to people." The manager
has argued that social networks are not the means of communication, but
amplifiers of opinions and that communications companies must learn to use
them.
Communication is basically nurtured by collaboration and the
new generations understand the terms of collaboration because they have learned
to work and relate through technological devices. To maintain interest in millennial,
communication must be a dynamic and highly engaging experience.
10 trends that will define the new corporate communication
in the future
Regarding the International Conference on Digital
Transformation organized in Lima by the University of Piura; digital
communication expert José Luis Orihuela, presented "The 10 trends that
will define the future of business communication in the coming years".
The specialist, who has given lessons and presentations in
more than 26 countries on digital transformation, considers that these trends
are fundamentally shaped by the knowledge of the culture and consumption
patterns of the new generations.
1. The key is generational: understand the criteria of young
We must know this generation to understand what the future
will be like. “In less than 10 years, 75% of the planet's workforce will be
formed and led by young millennial. If we are able to understand now what
their criteria for information consumption is, how they entertain themselves,
how they organize their outings; and how they work around networks will give us
the key to how the world will work in the near future".
2. Communication will be personal, if it is not personal it
will not work
The user knows that he can communicate with another user,
with the company or institution, he also wants to be heard and wants to be
answered with personal communication. If a company cannot offer personal
communication, it will not be able to attract young millennial, who are always
connected in real time.
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| Photography by Rafael Carabano |
3. It will be mobile
"The future will be mobile." Mobile is not
necessarily a smart cell phone, but anything that moves, is connected to the internet,
or has a chip. Connectivity is not only associated with a phone. For example:
vehicles, watches, heart rate monitor, etc. Therefore, communication becomes
mobile and is interpreted between mobile screens.
4. It will be contextual
If the audience is hyper connected with mobile devices, then
what becomes strategic is the physical contexts in which the users are.
"For example:
If you are moving all the time, with a device with which you
can connect, communication, advertising that makes sense to you, traffic
information, weather information that makes sense to that user, is one that
recognizes the place (location) where you are. "Maybe you are lost in a
city, but your phone knows exactly where you are."
Everything that adds value to users within their context, everything that is location services, everything that has to do with the "internet of things" are objects that recognize our presence as we move.
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Gen Z and Young Millennial Influence Dominates Media World / Photography by Rafael Carabano / www.carabano.net
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Young Millennial only understand communication in terms of
content, they don't accept interruptions. They experience all communication as
content, and if it is not content it is irrelevant. Therefore, the challenge
for brands is Branding Content, producing interesting content for users. What
works are the stories.
6. It will be collaborative.
The world that comes and the communication that comes is
understood in a key of collaboration, to carry out projects that are of common
interest to society. An example of this is Wikipedia. Open, collaborative work spaces.
This generation understands the terms of collaboration because they
have learned to work and relate to different technologies with their remote
work. "The fate of our activities has become a negotiation." These
keys will also work in the professional world.
7. It will be data.
Just by having a device connected, it generates a
spectacular volume of information about our own life and our activities. Those
companies and professionals who can interpret the fabulous volume of data that
the entire environment is generating are going to succeed.
Have you ever
wondered why Facebook, Twitter and social networks are free? because you end up
paying with your data. The business is to sell the aggregates of information.
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| Employee communication: connecting as a young leader / Photography by Rafael Carabano / www.carabano.net |
8. They will be experiences.
In this new generation, communication must be an experience. Millennial from an incredibly young age are people used to interacting in
environments that operate under a dynamic game. If it is not an experience, it
does not work.
9. It will be brief and visual.
This is the communication you will gain in a world saturated
with information. Ephemeral content for audiences that have less time and are
based on images. If we communicate visually, we will have added value.
10. The artisan (the vintage) will return.
This is a message rather than a trend, as a protest movement
of those people who, although they like technology, will continue to appreciate
the values of the analog world. The old, the artisan, the homemade will
return. Everything that is anti-fragile will succeed. You must vindicate the
value of paper, reading books, writing in pencil, which are fabulous tools for
thinking.
The challenge in the future of communications will be to
intelligently combine the tools, creating strategies for successful
implementation, where the interrelation between those involved must be direct,
ethical, transparent, easy to manage, but above all comprehensive and plural.
In the future, language and gender will no longer be limitations on
communication.
References:
https://www.elnuevodiario.com.ni/opinion/305577-industria-medios/
https://www.youtube.com/watch?v=hg-P4rfG5uM
https://www.youtube.com/watch?v=hg-P4rfG5uM
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