The power of technology has dramatically changed how we see the world and how we consume news and engage with brands. This has caused a gaping chasm between what people want and need, and how organisations respond to and communicate with them.
We live in an era where a politician’s ability to market their ideals through a series of simple 140 (now 280) character messages remain palpable in the minds of the voter at the ballot box, thus changing the course of history.
Every day, millions of gigabytes of content is created and shared across the world by individuals propagated across multiple channels. Almost two billion images are now uploaded daily, (Fyord 2017) and according to Google, 24 billion selfies were posted on Google's servers in 2016 that would take 424 years to swipe through.
These words, images and videos can have more potency, impact, longevity, authenticity and engagement than some of the most expensive communications’ campaigns brands release out into the ether.
The challenge for brands is to reach Generations Y and Z (and even ‘Linksters’) who aren’t just digital-natives but inherent marketeers. People are building their own personal brands. People are now the story-makers, the photographers, the service deliverers, the fundraisers, the coders, the curators and the prosumers.
People want to create and share their own stories to communicate with each other. They have had enough of being bombarded with one-way faux dialogue that traditional brands churn out in the name of ‘authentic communication’ via robotic corporate social media channels.
So where do brands fit in? What is their role? How do they stay relevant now and in the future?
Conventional PR & Marketing rarely hits the spot in creating meaningful engagement. Organisations have either opted for sycophantic copycatting of consumer online behaviour, celeb endorsements and agency-generated ‘user generated’ content for the purpose of advertising. Most brands have remained rigid – placing being ‘on-brand’ above being interesting.
Internally, layers of hierarchy and complex approval systems stand in the way of brands responding to opportunities and being ‘in the moment’. Organisational processes are stopping big corporate brands from being relevant in a world that demands agility.
So what’s the solution?
In a nutshell: Dialogic Communications. We don’t claim to have a magic bullet ‘one size fits all’ algorithmic solution. However we have been working with organisations on a case-by-case basis to start building bridges between its internal and external audiences, and its brand.
We have worked with organisations to enable them to have an open dialogue and generate on-going conversations, rather than sticking with ‘safe’ controlled communications that favour facts, stats and announcements.