Se suele decir que el ser humano se diferencia de los otros animales por su capacidad de establecer una comunicación compleja, pero cabría añadir que, además, para los seres humanos la comunicación es algo imprescindible desde el momento en que nacemos.
No nos equivoquemos, no nos referimos al lenguaje como única vía, sino de un amplio abanico de posibilidades que pasa por todos nuestros sentidos, que llega a nuestro cerebro para acabar elaborando una imagen positiva o negativa de aquello que acabamos de conocer.
Hace un par de días, hablaba de comunicación con un asesor inmobiliario y lo cierto es que el tema me fascinó. Me explicó, por ejemplo, que un cliente se decide por comprar una vivienda o no en los primero 60 segundos de visita. Evidentemente, el piso o casa debía cumplir con las necesidades del cliente (y esa parte le correspondía al buen oficio del asesor), pero, además, había dos factores principales que le hacían decidirse por una vivienda en concreto: la luz y el olor. Por muy hermosa que fuera la casa si ésta no desprendía el aroma que el comprador entendía que debía tener un hogar, no se decidiría por él. Y lo mismo pasaba con la luz.
La comunicación cambia
Sí, a medida que el ser humano evoluciona (¡o cree evolucionar!) la comunicación va cambiando. Y esto donde más claro se ve es en la comunicación corporativa, el branding y en general toda aquella comunicación que sirve para dar a conocer un producto o servicio a un amplio público para que éste lo consuma.
En una sociedad como la nuestra donde las redes sociales y los medios online evolucionan más rápidos de lo que somos capaces de asumir, es lógico que este tipo de comunicación también cambie con mayor velocidad de lo que venía haciendo hasta ahora. Además, esas mismas redes sociales hacen que la relación entre las empresas y su público objetivo sea muy distinta a la que fue 20 años atrás. Porque ahora las empresas ya no se pueden permitir comunicar algo que no sea cierto, ya no pueden publicitar un servicio que no funciona bien, ya no puede pretender defender unos valores corporativos que son puro maquillaje… porque el público lo sabrá y, si lo sabe, tiene en su mano los mecanismos para hacerlo público y que llegue a muchísima gente.
Y de ejemplo, un botón, ¿es que queda alguien por ver este vídeo que se ha hecho viral?
El Banco Santander demostró poca cintura cuando el vídeo se viralizó y empezó a aparecer también en los medios de comunicación.
El equipo de Silvia Albert in company han elaborado el interesantísimo Informe perspectivas Wellcomm 2016: Comunicar ya no es lo que era.
Este es un documento dinámico y variado tanto en su presentación (con vídeos, textos, etc.) como en sus colaboradores, donde encontraremos opiniones tan variadas que van desde exministras a periodistas de medios, consultores, dircom, blogueros, etc.
Todo un tesoro que me atrevo a compartir con vosotros.
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