Trends in Communication

The quality of a certain product or service means nothing unless it is properly unveiled to the public. Keeping the updates of a certain brand or its competitive advantage within the realm of companies alone jeopardizes this brand’s positioning and share in the market. Bad communication would have a disastrous impact on the perception of this brand by consumers. Hence, there are current communication trends that brands have to follow to properly reveal the intended image to the target audience.

1. Real time content creation and scarcity of time:

The notion of time has gained more importance in the world of business as the competitive cycles kept getting ever fiercer, with complexity on the rise. When talking about scarcity of resources in economics, time has become an integral resource in addition to land, labor, and capital.

The elimination of activities and strategies that waste a client’s time has the potential to become a competitive advantage. Real time and relevant consumption of updated content meet the customers’ expectations. Snapchat and the communication dynamic it creates is a representative example.

2. User generated content (UGC):

User generated content (UGC) has become an important communication and marketing activity. Customers and other stakeholders are participating heavily in some of the brand-building activities. Customers trust peer recommendations more than a company’s sales messaging; hence, companies are adding features on their websites to facilitate users sharing comments or running competitions to engage audiences.

3. Brands are developing a sense of citizenship:

Companies are assuming a role in brand activism on issues related to sustainability, especially in matters related to environmental and social factors. 2015 was a significant year in terms of advancing the global sustainable development agenda following the launch of the UN’s Sustainable Development Goals and the Paris climate agreement.

4. Brands are developing a personable approach:

Corporate communicators are loosening up a bit and showing their more authentic and realistic side. Live social media chats with company leaders help in showing a more personable approach to communications.

It is not weird to check into a certain restaurant or mall and get greeted by the brand itself afterward or have your name mentioned by the brand in a reply to a comment you have written about the extent of satisfaction after a dining experience or using a certain product.

5. A shift from Customer Relationship Management (CRM) to Customer Managed Relationships (CMR):

According to Markus Kramer of brandsaffairs.com, CRM has become a cold, dry and rigid (transactional) science. He adds that for good practice on how relationshipmarketing works well with a very consistent and high degree of integrity and a real humanistic approach to the “relationship” aspects, one ought to take a look at the high-end luxury sector. Brands such as Aston Martin or Patek Philippe are mastering the process of genuinely bonding with customers. So are Apple and Harley-Davidson.

Marketers are asked to re-think relationship marketing. CRM is becoming a model of the past, CMR (Customer Managed Relationships) is the new paradigm. Brands must rework their segmentation models and the way they interact and communicate with their customers accordingly; they need to start the journey with the customers and not the other way around.

6. Purpose, real values and humanizing: Branding inside out:

According to Ernst and Young, appearance alone is superficial and will increasingly be recognized as such. Purpose driven brands are becoming increasingly able to demonstrate higher returns, more loyalty, and repeated business. Brands are embracing the concept of CSR and even looking beyond it. So both the outside and the inside of brands will need to be meaningful and led by shared and aligned purposes. Forward-thinking brands that add meaning to their customers’ lives will occupy more space in their consumers’ minds. Millennials and Gen Z cohorts find this approach of doing business more meaningful. Developing user-friendly interfaces has become even more important starting 2016. This can be referred to as humanizing.

Humanizing is about smarter cities, reducing complexity, innovation, and technological tools adapted to humans rather than the other way around. On the brand and product side, Apple and Bang & Olufsen are among the leaders of the humanization agenda. Consumers are willing to pay a premium for simple, beautiful, and reliable products. Brands, according to Kramer, should keep on improving what they have innovated until it is also fully humanized.

25 thoughts

  1. I believe that the reading experience was competitive. From a personal view point, I thought that the current business practices further robotic interaction but after this share of knowledge, my views changed a bit. What makes social media marketing more engaging and exciting nowadays is the humanized approach.
    Looking forward to reading similar blog posts.
    Appreciated

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  2. CRM focuses on using technology through data collection of all customers-contact, that aim to understand customers’ needs better. In other words, that allow them to identify strategies for customer retention, approaches to increase customer satisfacrion, and development of customised communication.
    However, customers may simply not want a relationship with suppliers , finding the collection and storing of database info and attempts to communicate directly with them as intrusive and inconvenient. This can potentially have negative empact on the suppliers image and possibly lead to switching behavior.
    Is this trigger behind the creation of CMR ?

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    1. Hello! You have a point! Yet I see that CRM takes us one step back in the supply chain and in creating a better relation with the customers at an earlier stage. Probably since the inception of the idea of a certain product

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  3. Today customers want to communicate using a channel that suits them, and that could be Facebook, Twitter, Skype, video calls, SMS, email, or regular phone calls .
    The technology exists to any type of customer interaction, but choosing which mediums to use, and how to use them, requires ,strong ,strategic and operational skills ..

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  4. Like a good relationship, all good business is based on strong communication. The foundation of business is relationships with your employees, partners and vendors and the most important thing is with your customers. Building these relationships through strong, clear communication is what differentiate a business that thrives from a business that fail.

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  5. It was interesting reading this , and actually it’s right a good communication with means a lot , it must be strong and direct , to make a product quote means something you should communicate with customers about it in an interesting way , brands can help in a very good way so that the customer will always remember some brands without even having to buy .

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  6. Trends in communication:
    There are certain communication trends that brands have to follow in order to give the target customers the best image about there products, the following are the trends:
    -Real time and relevant consumption of updated content that meet the customers’ expectations, where customers always search for everything that do not waste time
    -UGC where companies are adding features on their websites for the customers opinions about the products and services and that’s because customers trust the recommendations and feedbacks of the consumers rather than company’s sales messagings
    -Sense of citizenships, were many customers now care about matters that are related to environmental and social factors
    -Personable approach to communications by live social media chats with company leaders
    -CRM takes us one step back in the supply chain and in creating a better relation with the customers at an earlier stage, CMR is the new way
    -Humanizing were brands add meaning to their customers to keep themselves in customers mind

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  7. Today customers want to communicate using a channel that suits them, and that could be Facebook, Twitter, Skype, video calls, SMS, email, or regular phone calls .
    The technology exists to any type of customer interaction, but choosing which mediums to use, and how to use them, requires ,strong ,strategic and operational skills .

    Problematizing and reviewing the issue of the concepts and practices of trends in communications is a great challenge . This is because its a deals with a complex society , both in the categorization and understanding of the individuals that compose it . Given the sense that we are in a period of market , consumers , creative agents , brands , content producers . Have realized that they are facing a new spirit of work .

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  8. The relationship between the customer and the brand should be strong in many ways so basically the customer always decide the company’s success. But I’m little bit confused about the method in which big companies let the customer shape the brand. Theoretically if this method didn’t work or failed in some cases, what will happen? Does it harm the relation with customers or does it harm the brand itself?

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  9. Very interesting! Strong and clear communication with customers is definitely the key for success as it helps move ideas, products from manufacturers to end users and build and maintain relationship with customers m. On the other hand, an effective communication can help to foster a good working relationship between the staff too not just the customers. Very important and useful topic! Thank you Dr. Hasan!

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  10. Successful business: Communication is the best key for the best impact on consumers
    example: Consumers use whats easy for them and that creates communication dynamic, companies must have all kinds of communications. Communication must be clear, Catchy and strong otherwise the Business will Fall. so simple topic, Brilliant.

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  11. The quality of a certain product or service means nothing unless it is properly unveiled to the public.
    I. Real time content creation and scarcity of time: technology has made trends come fast and vanish faster. Time is very important when it comes to marketing, especially when the audience is unstable due to various circumstances.
    II. User generated content (UGC): customers trust each other’s recommendations more than the company’s marketing. This is pushing the team to add a comment box on their websites to the customers to benefit from.
    III. Brands are developing a sense of citizenship: Companies are assuming a role in brand activism on issues related to sustainability, especially in matters related to environmental and social factors. Ex: Green cosmetics and cruelty free products.
    IV. Brands are developing a personable approach: ex: answering the customers on Instagram while mentioning them in the comments and adding heart emojis, sharing their conversations and reposting their positive reviews …
    V. A shift from CRM to CMR: Brands must rework their segmentation models and the way they interact and communicate with their customers accordingly; they need to start the journey with the customers and not the other way around: Let the customer Lead.
    VI. Purpose, real values and humanizing: Branding inside out: Developing user-friendly interfaces has become very important. This is humanizing which can be explained in the brands that add meaning to their customers’ lives. Today, these occupy more space in their consumers’ minds.

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  12. Successful communication helps us better understand people and situations. It helps us overcome diversities, build trust and respect, and create conditions for sharing creative ideas and solving problems.
    On the other hand, effective communication is about more than just exchanging information. It’s about understanding the emotion and intentions behind the information. As well as being able to clearly convey a message, you need to also listen in a way that gains the full meaning of what’s being said and makes the other person feel heard and understood. Thank you doctor for this interesting topic!

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  13. Like a great relationship, all great commerce is based on solid communication. The establishment of commerce is connections together with your representatives, accomplices and vendors and the foremost imperative thing is along with your clients. Building these connections through solid, clear communication is what separate a trade that flourishes from a commerce that fall flat.

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  14. Building connections with your consumer should be the main target since they are the one how shap your success which help us to be more integrated with there need and way of thinking. We should not also forget the timing in marketing which a crucial factor since timing could ethier put up or down in the marketing world.

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  15. Communication between seller and customer is very important. building a solid communication helps the commerce understand people and this is why they need to listen for customers needs. Moreover it is important to have mutual understanding and connection. this is why beside the quality of the service we are giving it is important to be sent with a message so we should :
    1-create a special online content for our product and always be up-to-date in trends
    2- make a comment section open for people so they can share their experience with your product and so they can give feedback and let other people see it . because new customers always look for other’s recommendations
    3- developing a sense of citizenship : Nike for example have reduced their carbon emissions by 6%
    4-personalized replying: with the new technology companies are now replying on customers in a fast easy way and by using their own language and maybe with emojis that can add more intimacy
    5- let the customer lead by letting them communicate and interact with you
    6- humanize your brand by adding meaning for customers to make it more fun for them.

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  16. The relationship between the customer and the brand should be strong in many reason
    first the customer care about how using media in general, all costumer in media plan they ask about many question to interesting about work between them, and they care also about the relation in company between the staff and the manger if this company work in one hand makes them contented.
    It’s very important topic! Thank you Dr. Hasan!

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  17. it is important to have good communication skills to show customers you understand what they actually mean. Speaking clearly and effectively is important for customers,It helps us overcome diversities, build trust and respect,and it is very important to give customers a real feel with augmented Reality,they need to listen for customers needs to achieve understanding and connection.Thank you doctor for this interesting topic.

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  18. This article is delightful because it shows us that like a good relationship, all good business is based on strong communication. Any successful business person will tell you that’s because the foundation of business is relationships – with your employees, partners, and vendors, and most importantly with your customers. Building these relationships through strong, clear communication is what differentiates a business that thrives from a business that fails. The tips below added a lot to my knowledge:
    • Real time content creation and scarcity of time:
    Real time communications is important to consumers and business customers because in the wake of widespread adoption of smartphones they have come to expect immediacy in customer service and information exchange.

    • UGC: user-generated content refers to content related to your brand that’s created by someone who’s not an official representative of your business. It could be a social media update, a review, a video, a podcast, or a number of any other types. As we are all aware of peer to peer efficiency.
    • Sense of citizenship: companies nowadays are highly working on CSR, where they show empathy for their society and environment as many are applying UN’s sustainable development goals.
    • Personal approach: it is ultimately satisfying when the customer feel valued from the brand he’s loyal too. As companies nowadays are working more on the customer service do they always follow up and any customer and directly contact them.
    • CRM to CMR: The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to keep up with the constantly shifting demands of today’s ‘connected customer’. This new breed of consumer is always on, mobile-centric, filtering, sharing, and experiencing.
    • Branding inside out: humanizing your brand can allow for a deeper connection to be made with your audience. It can also create a sense of trust between you and your viewers and make room for engaging conversation. Humanizing your brand can help maintain a positive relationship between company and consumer.
    thank you!!

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  19. In today’s fast world, nothing is constant but the change itself. In order to keep up with the changes and stay in the competition, people (particularly working in an organization) need to possess good communication skills.

    Viable communication is almost more than fair trading data. It’s almost understanding the feeling and eagerly behind the data. As well as being able to clearly pass on a message, you wish to moreover listen in a way that picks up the total meaning of what’s being said and makes the other person feel listened and caught on.

    On the other hand, Excellent communication skills are important because communicating and speaking clearly, effectively, efficiently, and politely will show customers that you understand what they actually mean instead of what they are simply saying.
    thank you doctor!

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  20. Who among us today cannot benefit more available to him, such as Facebook, email, voice and photo, we are in the era of speed and technology .Like a good relationship, all good business is based on strong communication. The foundation of business is relationships with your employees, partners and vendors and the most important thing is with your customers. today the communication is so important . thank you

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  21. Communication is the leading key for the finest effect on consumers.
    Customers utilize what’s simple for them which make communication energetic; companies must have all sorts of communications. Communication must be clear, Catchy and solid something else the Commerce will Drop. So straightforward topic, thank you.

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  22. being engaged with the customers is an important key to a successful long term relationship, it helps to build a loyal customers
    plus, communication sometimes is more important than just selling your product or service and take the profit, for the continuity of the company, you must take an approach to the customer and make him feel a part for your production process by taking into consideration his feedback and point of view. by doing this engagement, the company’s name will stick into the customer’s mind.

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  23. Marketing is all about communication, and it is the way for success or failure. Bad communication may have a disastrously impact on the perception of the brand as said in this article. Also when talking about communication and marketing the most important factor is the TIME in the business world. Time is the war space between the brand and its competitors, if the consumer feels that his time is wasted they will lose him. On the other hand, the researches shows that it is important to let the costumer to give a feedback and make comment and reply on them since the costumer trust the peer recommendation more than the companies sales message. In terms of communication also, it is noticed that brands are playing a role in environmental and social factors and making more from personal approach and showing there real image.at last humanizing a brand can lead to a good relationship between the brand and the costumer.
    As a conclusion, communication is nucleus of marketing and we should always remember that the main goal is to build communication with the consumer to have success and achieve goals.

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