Companies must adapt to digital is to be visible?
In view of this analysis of the channels used to keep informed, abstaining from communicating could be a period of respectful reserve, and would allow room for communications from associations and institutions on really useful elements.
On the other hand, a study published recently to show that an absence of communication for six months can lead to a reduction in brand awareness linked to advertising of up to -39%, in the number of mentions of the brand by -21% and overall brand awareness of -5% ...
The presence of brands in communication is perceived in a mostly positive way because it is synonymous with the pursuit of social and economic life which has a reassuring effect on consumers. Indeed, 36% of participants in a study, say that brand communication is reassuring because it means that life goes on. 31% of participants consider that continuing communication is a good thing because it supports the economy and 26% consider that it allows them to keep in touch with consumers.
On the other hand, 25% find that brand communication is a purely opportunistic approach and 16% go so far as to say that it is inappropriate during this period.
Advertisers shy away from traditional media, for example there is an average 30% drop in advertising activity on TV, radio and press. In digital, on the other hand, the growing use of social networks represents an opportunity to communicate.
We tell you more about the keys to successful communication
Today communicating is essential. Many communicate on the right reflexes to adopt, or on the security respected within their companies. But this is not enough.
This situation is an opportunity for companies to get closer to their customers, to show them interest, and to prove that their services are useful and necessary.
One of the axes on which companies must base themselves to create content is their DNA. We must remember its values, the raison d'être of its offer and give it meaning. It can be interesting for companies to favor communication from its customers or employees. Proximity and transparency are key elements of trust, it must be used to create links with loyal customers and in an acquisition strategy.
This can be for example by putting forward an extern & intern communication strategy.
Be careful not to have self-centered communication, you have to integrate the issues of your customers and show understanding.
Finally, we must not lose sight of the next stages of this crisis and a return to “normal” or rather an “after” must be prepared. We must anticipate this long-awaited recovery and adapt its marketing strategy accordingly by providing for the necessary budgets, content adapted to this gradual return to activity ...
Companies that have communicated wisely and with the right message will come out the winners of this period, unlike those that have remained silent.
If you are looking to make your service business more visible, to communicate with impact and to sell more easily, welcome to latifazenaina.com !
By Latifa Zenaina
Communication consultant specializing in luxury travel