We live in interesting times. The same technology that connects us to billions of people around the world also has the ability to distance us from them. No, we are not here apologising to the past. We are not nostalgic. Just like you, we know the power technology has of putting you face-to-face with those you care about. But from there, it's up to you. And it's no use being face-to-face with whom you’ve always dreamed and not knowing what to say. Or worse, saying what you should not have said. Behind that screen, that app, emoticon, video, or the newest social network, there are still people. People who talk to people, real people. People who get excited, who love good stories, who consume what is true and reject what is not. People who hold hands for causes and bid farewell to opportunism. People know that there is no faster connection than technology. But they also know that there is no connection deeper than the human one. It is this connection that we know how to cultivate. In the end, the only thing that matters is who we are, and we are People.
Assuming we need to have an idea according to consumer behaviour, I come to a simple conclusion: To be effective, you must be close. More than close, you should be together. Behaviour is everywhere. That's when they have dinner at home with their family, when they have meetings, when they sit at the bar with friends, when they eat with others, when they organize vacations, post on Facebook. We need ideas according to the behaviour of this person, who is everywhere.
The conclusion is that this 360-degree communication, which has been the latest sensation on the market, gives rise to a new guideline: 365 ... days of communication. That's it, to be close, you have to follow, read the subject's body and spirit, sit together, sit next to them when they get to the movies. Exaggeration aside, what I mean is not just another integrated communication, full service, round. It takes longer. You have to understand deeply what the guy wants - sometimes he doesn't even know and that's why we're here - we have to have 365 days, 52 weeks, 8766 hours. Audience behaviour is the key to successful communication.
The full service kindly gives its place for the full journey, a format that features the full platform instead of the campaign, the internet of things rather than the pure and simple internet and so on.
It just shows that this is a moment of evolution, not revolution in advertising. It is no longer an online or offline communication.
Marketing Directors and the communications industry need to understand that branding needs affective communication
There are no secrets and, as I said, no revolution. You think of the person as the centre of the action. Brands are demanding relevant interaction, so every touchpoint is an opportunity. That is, it's not about technology and new channels, it's about people and a new society that is being shaped.
André Felix, Freelancer Global Creative Director, USA