edeon.net Communication  Barcelona

55% of citizens believe that the role of companies is more important than that of governments in building the future


A study published on the MarketingNews portal, which analyzes the social situation and brands before, during and after the health crisis, indicates that 55% of people give companies a more important role in building the future than governments themselves or public institutions.

According to data from different studies collected in this report, on how brands have acted during the crisis, the public has assessed up to 60% their ability to adapt and 40% their concern for society; advertising has not been seen negatively in this time, only 2% thought that brands should stop advertising, and 31% said they were comfortable with ads that referred to the current situation although, of course, eight out of ten Catalans and Spaniards preferred to receive messages of happiness, love or trust.

At edeon , during these months we have multiplied the work linked to corporate communication strategies, always linked to the strategic marketing actions of our clients. With this report in hand, we see more importantly the role of support that all companies must maintain with their customers and target audiences. This is a role that, according to the report, must be based on a series of actions, the first being social innovation as an end pillar of business, but also flexibility , awareness of its identity and preparation. for possible changes in their environment, with tolerance for new ideas or buying behaviors.

Companies thinking about the future should ask themselves a series of ‘key questions’ to focus on and develop the future: “ why do I exist as a company? ”, “ What is my mission? ”, “ What strengths and weaknesses I have to develop in every scenario "," what opportunities and threats does the situation present? "," what can I do today to minimize impacts and gain in resilience? "and" what skills and strategies do I still need to move forward efficiently? ? ".

With the analysis of the global and personal situation affected by the health crisis and its impact on use and consumption habits, without losing sight of the uncertainty about the evolution that the pandemic will have in the future, this report also points out the need for a turn in business and brand thinking methodology, aimed at more strategic planning . This means, among other lines of action, moving from linear thinking (decisions taken in response to the situations generated) to future thinking (anticipation and projection of long-term changes of direction). That is why the whole team of edeon , we have taken as a methodology to face this new stage, read reports from the sector and spend more time doing market research to help us develop the best strategies for customers.

The focus needs to be on analyzing business diversification, rather than focusing all energy on a single current service or business; be inspired by other sectors, gain experiences that can enrich the company; work with less hierarchical organizations where decisions are not only made at the top, but there is an exchange of ideas at all levels, and also move to a more proactive position to build the business and brand in advance to model the future.

This anticipation and proactivity will be decisive in adapting to times of change. At the agency we are fortunate to manage, since the beginning of 2010, as a cross-cutting communication and marketing agency, where all colleagues have a voice to present the ideas before agreeing them among the team of professionals and present -the customers.

In a scenario where the post-crisis consumer will be more saved r the digital channel will be consolidated, shopping experiences will be more important, production chains will be shorter and a new marketing mix will be defined with more weight in digital image, SEO positioning and SEM and customer loyalty. At edeon.net we will be happy to offer you our cross-marketing services, where we have strengthened our digital marketing actions but where we do not forget the effectiveness of traditional marketing strategies.