Núria Vilanova, president and founder of ATREVIA, is one of the distinctive voices within the LinkedIn Influencers program in this social network-oriented business and entrepreneurial sphere. Her latest article lists the trends that will accompany us in the communication, marketing, and public affairs sector, emphasizing digitalization and sustainability.
“In recent years, uncertainty has become a conditioning factor with which we have been forced to live with, both personally and, of course, at the level of companies and organizations.
At the same time, however, the importance of communication as an active agent, a lever for change, and a tool for transforming the world and providing much-needed certainty in times of insecurity and mistrust is more important than ever.
Just a few weeks ago, within the framework of the III Ibero-American Congress on Communications, Marketing, and Public Affairs organized by ATREVIA, we were able to analyze the trends that are shaping and will continue to shape the future of these three areas and, from there, identify the main challenges these sectors face and which I share with you today in this reflection.
Technology is the first major challenge in the short, medium, and long term. An increasing number of disruptive technologies such as Big Data, AI, and now the metaverse, among others, have brought about a revolution at all levels, with significant social repercussions. This forces companies to jump on the digitalization bandwagon if they do not want to be left behind, which not only means incorporating these new tools into their businesses but also adapting and learning to use them in a way that takes advantage of all the potential opportunities and benefits they offer.
But technology without people is nothing, and society now expects to find humanized strategies that place people at the center of all corporate action. This includes communication. This refocusing is necessary and requires, linked to all of the above, the implementation of social listening -especially viable in the digital scenario- that allows us to learn about the concerns, worries, and expectations of the different audiences to provide them with the answers they need.
Carrying out this exercise will allow us to see that the priorities of new consumers have changed and that now, regardless of generational differences, there is a common interest in making the world a better place. Therefore, organizations are expected to contribute to this, integrating sustainability into the company in a transversal way and demonstrating a real commitment that, beyond the purpose, translates into actions. Only the companies that are up to the task and know how to communicate their environmental and social responsibility will receive the recognition that will enable them to remain relevant.
Along these lines, and in a context governed by misinformation, recovering and preserving trust and credibility is also a priority, which can only be achieved if we communicate clearly and transparently.
These trends will be key to communications, marketing, and public affairs strategies in the coming years. The technological revolution, placing the person at its center, is a transversal idea that includes the digital challenge of structuring society and the different national realities.”
You can read the full article originally published on LinkedIn here.
