Old Communication Agencies are the new Communication Consultants, which bring excellence to the client’s strategic lines. This is achieved by planning beyond tactical actions, providing more creativity, focusing on the company values, products and services.
If there is a market specifically oriented to change and transformation, this will be the sphere of communication, a living discipline. Both hyper-segmentation and hyper-personalization take brands and their executives to manage the complexity strategy.
In this sense, one of the trends requiring these levels of segmentation and personalization, and therefore determining the future of new Communication Consultants is the concept of storytelling. An art that not only tries to narrate stories to specific audiences, but also aims to generate an emotional connection with the user, providing bespoke experiences, and proving than, even in the internet we can offer an emotional pull that entices and inspires a relationship between brand and user based on trust and loyalty.
Arising out of this trend of creating quality content, we may highlight other trends that lead the market, such as content marketing. In general terms, these are the strategies that help to transform brands in opinion leaders of specialized sectors.
In sum, integrated communication is the value that we must bring to our clients and their audiences.
Luis Gandiaga, Corporate General Director at beon. Worldwide
