What is communication? According to the traditional definition, it is successful to get a message to a receiver via a channel to share with the issuer and a code or language that both parties understand. However, times have changed, and therefore the message, as the channel and language are not the same.
In addition, times have changed, because they have done recipients of that message. Television is no longer the “idiot box” that also treated us like real fools; even the odd pages of newspapers have the same effect. The success of marketing campaigns and advertising companies are measured by impacts, and any viewer, reader or user can pull overland million advertising investment with a simple “tweet”. We are all judges and censors, and that requires companies to change their way of communicating.
The challenge of the agencies and departments of marketing and communication happens to decipher these new languages to reach issuers changing and increasingly qualified a message that “catches” through an attractive channel.
Moreover, it seems, we have found some effective formulas. The “product placement” has returned with force in recent years, almost nobody went unnoticed Pepsi that Brad Pitt is drunk in “World War Z”, the Audi Driving Iron Man, or how in “House of Cards” or “White House down” again “into fashion” the Blackberry.
In the same line of “sell impact” we find the “branded content”, a formula through which companies introduce us their products in a contextual way, creating a useful story for the audience, with direct applications to our daily work using practical information as promotional vehicle, and arriving at customer or user of a more attractive, practical and less “aggressive” than traditional advertising mode. The sale is based on trust in a brand and, immune and traditional messages they get a more credible penetrate the consumer mode. As they say from the specialized agency Neurads, “thanks to Branded Content, advertising stop interrupting the content to become content itself.”
Finally, Visual Content Marketing for pioneering betting tools like Visualbox aims to “sell through the eyes” to the customer. And it is that the data speak for themselves … 90% of the information that reaches our brain is visual; and 40% of people respond better to visual information than a plain text. In addition, studies indicate that more than 75% of purchasing decisions are not planned, but respond to impulses brought about by feelings, especially visual, since the processed images 60,000 times faster than text.
The best proof of its effectiveness are Google and Facebook, recommending the first of its ZMOT 2012 “help our customer to buy through the eyes” as the visual environment increases the credibility of the product and the brand; and the second document images that share get 60% more “likes” and comments that post in text form (not to mention the million dollar purchase of Instagram).
Said Colin Powell, former US Secretary of State that “there are no secrets to success. This is achieved preparing, working hard and learning from failure.” And that “failure” of traditional communication must betting on these new ways to reach audiences effectively. We do not tell us what Albert Einstein said: “If you want different results, do not do the same.”