Corporate communication: letting the consumer take control
Technological democratization has changed the order of factors and, now, that brand that does not attend in a personalized way to its client is condemned to ostracism. If you want to have a powerful brand, what you need to do is to tell stories and let the consumer take control. A new dictatorship rules in corporate communication, whose messages have the virtue (or defect) of being preached in 140 characters. Not one more. This is an effect of the great revolution that has taken place in recent years, from broadcasters or traditional media (TV, radio, press) to the broadband empire or the digital environment. Yes, the world has changed and companies must adapt to a reality where the consumer, today, is the absolute protagonist; which means that if a company wants good numbers, it requires incorporating communication strategies 3.0 (Social Video, E-Commerce, Augmented Reality?), that goes beyond social networks and that revolves around the existence of content as an element of communica