The development of digital and its new uses has profoundly transformed the way of communicating for businesses. The content, the messages, the formats, the words, the images, the frequencies of publication, the channels of diffusion, all the dimensions of the communication evolve at a frantic pace. For industry professionals, adapting to this looming trend is a matter of survival. What are the codes of this renewal in the digital age? Traps to avoid ? Opportunities to seize?
The best practices of marketing influence
How to identify the best influencers? How to structure the partnership? What remuneration to define? It is to answer these questions that Reech has written a survival guide in this jungle of influence that lists the 12 best practices. Reech supports its customers by helping them bring out ambassadors and generate conversations and visibility around a brand's products or services.
Make the buzz to exist?
The world needs content. Write or read. Speak or listen. Filming or watching See or be seen. Each one's place, each one's role, as long as information circulates. From loop to loop, repeat to rehearsal, content created for " make noise " is at the center of all communication campaigns and has become a real obsession for many brands, institutions and personalities in search of visibility.
To attract the attention of all, the motto is to make the buzz. In a society where the quantitative is shading the qualitative, where the " snack content "Erases" slow content ", where short, dynamic, simple and audiovisual formats make long analysis texts" has been ", where online media have significantly higher audiences than newspapers and magazines, see Content shared, commented, contested or hailed by critics is the Grail for many communicators judged on the thickness and not the finesse of their activity reports.
No matter how ultimately, the main purpose, wrongly perhaps, is to make react … Create emotions… The success in 2018 is to sneeze on the screen and receive a few hours later hundreds of messages saying "your wishes"!
Need to curb the overinformation?
Social networks, blogs, interactive media, continuous news channels … knowing everything about everything, all the time and in real time is a phenomenon that is growing year after year thanks to the rise of digital as well as changes in everyone's behavior regarding the processing and creation of information. Today's actors are the spectators of yesterday. On the Internet, everything is commented on, shared, known, amplified, multiplied, noted, anonymized, pseudonymized, generalized and shared again. Reproduction is the norm.
According to many marketers, brands carry a great deal of responsibility for this phenomenon of constant overinformation. By dint of wanting to communicate on everything, the true mixes with the false, the exaggeration gains ground on the simplicity, the artificial sometimes becomes more important than the essential. And this is not about to stop. According to a recent survey conducted by Zazzle Media, on average, 23% of large companies' marketing budgets are spent on content creation, and 52% of marketers surveyed predict an increase in these budgets in the coming months. come.
In this context ofinfobesity, prioritize and make choices is in order. The idea is not to communicate more, but to communicate better. Today, we consume on average 7 times more information than 4 years ago and we will consume 32 times more in 2020, with a sharply reduced capacity for attention. The challenge for communicators will be to renew content, messages and their form while remaining consistent with the values of the brand.
Rethinking the place of the human in a digitized environment?
In this digital world where content matters only if it is valued by the rest of the community, the digital war of influence is won by "likes", "shares", "views" and "follows" ". The "appearing" goes before "the being". Shall it take more space than the bottom? For Hervé-Pierre Tahi, head of social networks at PwC France, the answer is "no". He explains: "Today, what makes the audience on social networks, it is incarnated posts published by influential personalities on the web and not commercial messages diffused by the companies. The rejection of advertising is a reality that no one can deny. In this sense, the influencers occupy a privileged place in our society, certainly, but do not be mistaken, behind the showcase, very often, those who hold the reins and dictate the information to be transmitted to the general public are the same as in the past, marks ".
Internet users, real judges of modern times, are the ones who make and break the e-reputation of a brand on the internet. The human, at least the human perception, is at the center of the digital campaigns thought by the brands. Man is a way to attract attention. Man is a work tool. Man is a goal. Man is a growth driver. Humanizing your digital communication to appeal to the general public, create a bond of trust with them, involve them, involve them emotionally in a sincere and transparent communication process, and become "likeable" is the key to success.