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.

73 thoughts

  1. Customers want to feel valued; they want to know their business is appreciated. Poor response time, especially if done repeatedly, results in loss of customers and revenue. The key to generating loyal customers is to provide them with efficient service by the required time frame. Generated content will help you develop an online community that strengthens the customer/brand relationship. Brands are developing a sense of citizenship using trust, enrichment, responsibility, community, and contribution. Personal branding develops a mark around your name or your career. You use this mark to express and communicate your skills, personality, and values. CRM is a process of gathering and analyzing customer data, building precise marketing campaigns and managing relationships for optimized retention. The purpose of branding is knowing and consistently living from a true identity, from a real story, so that executive leadership, sales, marketing, product, support, operations, and corporate culture all align and mature in a compelling manner that is meaningful to anyone.

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  2. It’s important to have a good communiction skills that leads to good relations between costumers and the brand . A business company must contact their employees in personal so they feel good and get a good respect and they can exchange loyalty.

    Like

  3. Very appealing topic that discusses contemporary trends in communication with customers and the general public. This blog tackles how brands and brand managers work on content creation that grabs more customers. It also discusses how brands are developing a more personal and socially responsible approach.

    Like

  4. Interesting content and presentation of contemporary trends in communication which are a must if the company wants to rise to the challenge and compete. Times are changing and so are the practices and trends. The blog discusses and explains these practices that aim at improving content creation and attracting more costumers. The approaches of brands are also developing and changing in a way that shows their more authentic side which is very effective. Many aspects of business are evolving and undergoing modifications.

    Like

  5. Interesting information about creating an attracting more costumers. It shows how brands and brand manager work on content creation to get more costumers . It makes costumers get more loyalty to the brands.

    Like

  6. It is known that consumers feel more concerned and connected to brands that are presence on social media, brands should build trust between them and their customers so when the customers start trusting the brand they will definitely be loyal costumers.

    Like

  7. Its so important to let the costumers feel that they are in the trusted place, they need this in order to gain their loyalty. For that strong communication, listening to the costumer’s feedbacks and being honest to them will help a lot in building good reputation, gaining publicity and increasing in sales.

    Like

  8. Very helpful topic,the way steps are explained is so clear, where, more important than knowing how to explain and communicate the trend itself is knowing how to COMMUNICATE and SYSTEMATIZE the area of knowledge in which it applies.

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  9. Thanks dr. hassan for this information ,all of us should to build a good relation between customers and the brand ..so you get a good communication , and this information is so important about attrancting more customers it show how this company work and make the customers more relaxed ,

    And this steps is the best steps to know how to communicate and build a good communication with each other

    Like

  10. Interesting and important topic to discuss, the new trends in communication to grab the customers and the target audience. Brands should gain consumers trust and loyalty, by building good and strong relationships, by listening to them, developing citizenship and a personable approach through social media. Communication and exchanging information in a good connection is the real thing to gain the customers.

    Like

  11. companies realized the importance of brand reputation and have refreshed, updated or completely re-branded to adapt. With so many other shifts in marketing,
    what they do and what they stand for. This also reflects expectations from customers who value brands they share common beliefs with.

    Like

  12. A VERY VERYY Interested and important and updated information that we can say that may be we wont know about during our major.More than that the way you explain is very clear and smart and this shows us how marketing is a very deep path .

    Like

  13. This summary has shown the importance of communication between the company and the customers on the one hand, and how to secure the correct communication on the other hand. A Good communication is subject to many criteria that must be adhered to, such as time, for example, or knowing what the customer wants in an innovative and not boring way, which encourages the customer to deal with the company’s product. Thank you Dr. for this valuable information.

    Like

  14. It’s important to have a good communication skills that leads to good relations between costumers and the brand. Brands are developing a sense of citizenship using trust, enrichment, responsibility, community, and contribution. Personal branding develops a mark around your name or your career.
    when the customers start trusting the brand they will definitely be loyal costumers.

    Like

  15. This article literally shows the importance of dealing with the public and have a good image among them. Having a good communication, in the ways of being friendly with customers yet maintaining the professionalism, is a way to gain their trust and have a loyal customer. The most important thing is to let the customer be comfortable and reach their expectation.
    Communication is the key to achieve business goals and gain loyal customers.

    Like

  16. The customer is always right is an old customer service adage we’ve all heard countless times. It can sound a bit cliched, but it means a lot more than just keeping in mind basic customer service principles. It reminds us that customers are the lifeblood of every business; this means that without clients, you have no business, by showing interest in your customer, you build a relationship in which the customer has a positive association with your brand and thus becomes a loyal customer. Moreover, it builds important relationships. All businesses want to return customers, and those who feel valued by the companies they shop with will choose to make purchases in the future.

    Like

  17. It is very important to attract the customer in the brand and reach full customer satisfaction. This leads to have a loyal customers to the brand through several tactics that can be used, such as direct and continuous communication between customers and brand mangers, in order to promote, develop and attract more visitors.

    Like

  18. Companies continue to play a role in brand activism on issues related to sustainability, particularly issues that integrate environmental and social elements.

    It is not uncommon to register at a specific restaurant or mall and then be received by our brand, or the brand dictates its name in response to a comment you made about how satisfied you are with it. afterwards or with a specific gastronomic experience.

    The important and relevant consumption of relevant content in real time meets the expectations of consumers.

    Brands must rethink their segmentation patterns and the way they interact and communicate with their customers; they require customers to start the journey, not the other way around.

    Like

  19. Companies continue to play a role in brand activism on issues related to sustainability, particularly issues that integrate environmental and social elements.

    It is not uncommon to register at a specific restaurant or mall and then be received by our brand, or the brand dictates its name in response to a comment you made about how satisfied you are with it. afterwards or with a specific gastronomic experience.

    The important and relevant consumption of relevant content in real time meets the expectations of consumers.

    Brands must rethink their segmentation patterns and the way they interact and communicate with their customers; they require customers to start the journey, not the other way around.

    Like

  20. In order to stay competitive, you need to keep up with the latest communication trends and build strong relationships with your customers, good business is based on strong communication. Improving the client experience has become central for organizations that need to draw in and hold clients. As the digital space turns out to be progressively effective, new correspondence channels which are the best in class information stages have created openings for organizations to upgrade the client experience and change their method of doing business. Thank you, Dr, for appealing the importance of these communication trends!

    Like

  21. Being locked in with the clients is a significant key to an effective long haul relationship, it assists with building a faithful clients

    Also, communication here and there is a higher priority than simply selling your item or administration and take the benefit, for the coherence of the organization, you should adopt a strategy to the client and cause him to feel a section for your creation cycle by thinking about his input and perspective. By doing this commitment, the organization’s name will stick into the client’s psyche. Thank you Dr.

    Like

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