What can we learn on an international level from those brands and industries that, now more than ever, have recognized the opportunity to create value for people and society by using their resources to convey a positive message and refocus their communication on these initiatives?
The CEO of IAB Mexico, Gabriel Richaud, MBA, asked what the purpose of marketing communication is. “Strictly speaking, it is to build a bridge between brands and people that brings them closer to a range of products and services, with the aim of meeting people’s needs in an efficient and cost-effective manner.”
In recent years, Richaud explained, by adopting an interactive approach to communication, it has become possible to establish a dialogue between brands and people by listening to people’s needs and, consequently, responding to them.
But advertising overload has become a drawback. “In that model, messages were one-way; the brand communicated with the consumer and sought, essentially, to close a sale: the focus was very short-term,” he said.
Evolving the vision of marketing communication in a responsible way, by leveraging technology, data, and content, opens up new paradigms and opportunities. In fact, the definition of a consumer is becoming outdated because it refers only to someone who consumes products and services without interacting.
During these months of the pandemic, two schools of thought have emerged regarding what COVID-19 means for businesses: whether it is a disruptor of industries or a catalyst. “The vast majority agree that it is a catalyst and has accelerated many of the changes that were already underway,” he said. “So, if we were already seeing evolving consumption patterns—such as the growth of e-commerce—these trends are now accelerating, perhaps three, four, or five years’ worth of change within a span of just a few months.”
When is a brand relevant?
- When it inspires meaningful connections
- in the connection between brands and people
- generating positive results for the business.
"The combination of these three factors is what makes a brand relevant," said Richaud, who cited a study conducted by HAVAS in 2019—and updated this year. The study revealed that people "wouldn't care if 77% of brands disappeared."
How are brands adapting during the COVID-19 pandemic to stay relevant to people?
- Some brands have decided to take a step back and halt all their investments in communications and marketing in the face of adverse conditions.
- Some sought to understand, readjust, or refocus their marketing investments.
- Others stepped up their investment, “which has created significant gaps between them and other market players,” Richaud noted.
What are people worried about right now?
- Personal and Family Health
- Economic uncertainty
- Action with a social impact
Taking all these factors into account, he cited examples of various brands that changed their communication strategies and redefined their dialogue with the public in this new context.
As he concluded his presentation, he quoted Alvin Toffler, author of *Future Shock*: “Society needs to know how to be compassionate and honest. Society needs all kinds of skills—not just cognitive ones, but emotional and affective ones as well. You can’t make society function based solely on data and computers.”
Gabriel Richaud is an expert in social media and digital marketing. He serves as CEO of IAB Mexico. With over 20 years of experience in digital marketing, sales, strategic alliances, and digital business, has Master’s in Business Administration with a specialization in Executive Management and a Bachelor’s in Marketing from the Monterrey Institute of Technology, with a specialization in International Business from Hogeschool Voor Economische Studies in Amsterdam, the Netherlands. He previously served as Director of New Business & Digital at Sony Music Entertainment Mexico. For the past 11 years, he has taught courses in Advertising, Integrated Marketing Communication, and Digital Marketing at the Monterrey Institute of Technology (ITM) on the Mexico City and Santa Fe campuses, as well as in the master’s programs at the Graduate School (EGADE).