Miguel Mora, General Director at beon. Communication, reflects on how consumers habits have evolve and how communication channels have been transformed in an industry that demands “a constant redesign of our business strategy in order to create products that deliver added value to our clients and increase our profitability.”
Recently named General Director at beon. Communication, how do you confront this new challenge?
All changes require motivation and luckily I have always feel like that. After 19 of entrepreneurship and Avantine sole shareholder, to start working in a group of a magnitude such as beon. implies a period of adaptation. I am working really hard to make this process as short and easy as possible, and this is happening also thanks to the human and professional quality found in the big family that is beon.
What does beon. inspire in you?
beon. inspires me to grow and innovate thanks to the holding commitment with self-determination and building new models to bring excellence to our clients. beon. works in a very different way than the rest of the companies, and though this method requires constant change and a clear orientation towards multichannel marketing, it is also highly motivating. At beon. we work hard to build successful strategies that to high-impact ideas that generate positive emotions and pleasant brand memories.
The way to reach the final consumer, how has it changed and evolved?
The visual pollution created by advertising that every consumer faces every day forces brands to differentiate themselves by means of highly viral actions that create impact and memories that instantly and truly connect with the potential customer in a lasting way. Every day is a challenge, and every challenge is even more difficult, as the number of impacts grows daily and exponentially.
In communication, everything moves towards a cross-sectional use of technology and the digital, and towards the use of 100% original, viral-driven quality contents. viral-driven. It is no longer enough to upload photos and videos, no matter how innovative they are. In the end, people stay true not to your words, but to the way you make them feel.
How does communication reinvent its channels?
Brands have understood that it is necessary to impact the audience through different channels, and these impacts must be perfectly harmonized with a strategy. Every day brands are more aware of the fact that communication is multichannel field, each channel containing different formats and numerous forms of communication. This scenario of course complicates everything in a significant way, and forces us to count with more specialists in subjects that, until recently, did not even exist within the agencies. For example, if DATA is now a hot trend, we incorporate in our teams Big Data and Business Intelligence experts. When the trend was programmatic media buying, you had to have specialists for planning and an optimal purchase, and so on and so forth. All this leads us to spend all day studying and reinventing our business plan to create products that add value to our client and bring us profitability.
Is digital transformation affecting this industry?
Digital transformation has forced many professionals to update themselves, we have been observing that the digital native profiles have a wider training experience than most senior profiles, and this forces us to train ourselves with readiness to keep this pace. The communication industry has undergone a great transformation and many of the major agencies of this country have literally disappeared or merged, there has been an authentic purge. It is no longer enough to have experience, you have to know in depth. It is no longer enough to launch a campaign, campaigns must be measured and ROI proved. Marketing managers have more and more pressure towards real results, it is no longer enough to achieve positioning; if something does not sell, it is no longer valid.
What trends can you predict for a near future?
There is a clear tendency towards the creation of native content for mobile. In March 2018, for the first time in history, the number of mobile lines exceeded world population. To that very moment, concepts were created and downloaded to the different mobile environments. Now, each format is designed so it works in that particular mobile ecosystem.
Also, robotization, in countries such as light-year-ahead Japan, is gaining momentum. This new scenario is definitely approaching and will trigger hyperconnectivity and the internet of things, which in turn is very useful to create campaigns, new channels and new communication forms.