Posts Tagged ‘tendencias’

José Manuel Velasco, profesional y referente en el campo de la comunicación, nos cuenta en su blog cuáles son las tendencias que estamos viviendo en él. A mi parecer todas muy apropiadas y ajustadas a la actual realidad muy influenciada por los medios de comunicación sociales. ¿Qué opináis? ¿añadiríais alguna más?

1. La comunicación es una profesión en crecimiento cuantitativo… La tasa global de crecimiento de los profesionales que nutren el sector se sitúa en un 12%. Aunque este incremento del número de profesionales es generalizado, Asia muestra el avance más rápido, un claro reflejo de la demografía. China, por ejemplo, ya suma más de un millón de comunicadores.

2… y cualitativo. Cada vez hay más organizaciones que sitúan a la comunicación en el primer nivel de responsabilidad. Aún así es necesario seguir reivindicando la presencia del director@ de comunicación en el comité ejecutivo o de dirección, con aquellos que tienen la responsabilidad y las competencias para tomar las decisiones. Del mismo modo, el reconocimiento jerárquico implica una exigencia para nuestra formación en habilidades directivas.

3. La complejidad de la función aumenta. La comunicación es una función “in”, puesto que gestiona interconexiones e interdependencias en un entorno cada vez más internacional. El mayor alcance de la comunicación ha ampliado también el rango de sus responsabilidades, conocimientos y herramientas.

4. Las fronteras entre comunicación y marketing se desdibujan. La comunicación se ha convertido en una función integral que no entiende de fronteras, sino de resultados. Las fórmulas convencionales de clasificación de las audiencias o la organización por herramientas se han quedado obsoletas.

5. Nuestro mundo es digital. Los espacios off y on se han fundido ya en uno solo. Es verdad que quedan costumbres asociadas al papel impreso, pero se diluyen como los azucarillos en las redes digitales. Estamos más cerca del big data que del apretón de manos, aunque de vez en cuando guiñar un ojo siga siendo una táctica de comunicación muy útil.

6.  El tiempo es un factor de presión creciente. El acortamiento de los plazos no es privativo de la comunicación, pero le afecta particularmente. Los tiempos son on line, las respuestas se esperan con ansiedad, se busca la inmediatez. Sin embargo, la brevedad de los espacios temporales no debe alterar el tempo de la comunicación, cuyas respuestas más certeras suelen gestarse en el medio y largo plazos.

7. Se imponen los formatos cortos. He aquí una consecuencia de la optimización del tiempo y la búsqueda de la comodidad. En este contexto, la capacidad de síntesis, una de las habilidades asociadas al periodismo, la creatividad y la narrativa adquieren una gran importancia.

Fuente: http://www.fabulasdecomunicacion.es/siete-megatendencias-en-comunicacion-una-profesion-in-crescendo/comunicacion/

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Immersive events and technology make attendees feel drenched with the experience. They involve the attendee’s 5 senses, they make them feel part of the unfolding of the experience, they put the attendee at the center.
In this category we list two events and a technology that help create events where the attendee is immersed in the experience. The common factors of immersive events are the use of the 5 senses, the central role of the attendee as part of the show. This can happen by inviting them to secret locations never been used before, by connecting them with the sense of smell or by making them feel part of the lighting of the event.
Attendees are mesmerized and highly involved during the whole event. That can only mean strong online and offline word of mouth.
Benefits:
Uniqueness. Immersive events are unique. They tell a story no event has told before. They are experiences worth spreading and attending.
Cocreation. Attendees create the show together with the planners and are part of the venue. Boundaries blur, everyone is drenched in the experience and contributes to make it always better.

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One of the top reasons why we attend event is networking. Yet fostering horizontal interaction is still an obstacle for most event professionals. Creating meaningful discussions and sparking connections becomes really difficult when the concept of the event has been the same for over 60 years.
The services representing this category partially use technology to make the interaction happen offline. While we’ve noticed strong focus on mobile apps to foster interaction, the real change agent in this perspective is the event planner.
It is the event planner who needs to encourage connections. Her role now involves being a facilitator rather than a centerpiece selector. The event planner can use the tools in this category to connect attendees better. While some of them use technology, the aim is to change radically the structure and concept of the event and help attendees interact.
The benefits are as follows:
Interaction. Creating meaningful connections should be the aim of content intensive events. The tools in this category help event professionals to structure attendee friendly events.
Meaning. A tech infused experience could also make it very dry. Both younger and adult generations require meaning in what they do. Technology is the enabler, meaning is the aim.
3 providers in this category:

  • Event Model Generation
  • Red Line Project
  • Way Better Work

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Collecting meaningful feedback is one the struggles of the modern event professional. The services in this trend help the event professional to collect only the feedback that matters by asking meaningful questions and intelligently reporting the answers.
Collecting and analysing feedback in the event industry is clumsy. The tools currently used ask too many questions and rarely offer a clear vision of what is needed. Event professionals need actionable information that can shape their marketing and implementation next year.
Intelligent feedback is collected by tools that adapt to the responses given and are capable of highlighting only what is relevant to event professionals.
Immersive experiences can only be created when there is a clear understanding of what attendees liked and disliked about previous events. Only an accurate analysis of what happened can positively define what will happen in the future.
The benefits of the tools in this trend are as follows:
Better experiences. Attendees will feel listened to, understood and appreciated. Event professionals will make decision more easily.
Shorter analysis. The feedback collection and analysis process can be daunting. More relevant and intelligent tools are needed to make it thinner, quicker and more relevant.
3 providers in this category:

  • Explori
  • Satsum
  • Satisfy

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Drenching the attendee with the event, means working together with sponsors that are relevant, personal and add value. The clear message coming from both sponsors and event professionals is that traditional sponsorship methods are not working.
The problem for brands that use event sponsorship as a marketing tool is identifying which events will be the most effective to engage in. On the other hand, event professionals sometimes struggle to find new sponsor opportunities or to correctly characterize the audience.
The companies in this category offer matchmaking services for events looking for sponsors and vice versa. By exposing the key statistics of an event and by getting specific requirements from sponsors they are able to connect two parties interested in each other.
The benefits of the services in this category include:
Relevance. Matching the audience with the appropriate sponsor makes the brand experience more relevant. The attendee will discover a genuine interest in the brand advertising or supporting the event.
Revenue. Sponsorship is one of the main drivers for events. Finding sponsors to support the event is one of the main event planning activity for most events. The very existence of the event depends from a successful relationship between the parties.
3 providers in this categroy:

  • Sponsor My Event
  • Endorsevent
  • Sponsia

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This trends refers to the use of tools such as beacons, wifi and smart markers to deliver a more targeted experience to attendees. The tools in this category allow a very accurate localisation of the attendee and a two way interaction with areas of the event.
Attendees are increasingly using their mobile devices as the remote controls of their event experience. With the increasing popularity of event mobile apps, print show guides are becoming a thing of the past.
The exposure to mobile powered events has sparked a whole new sets of needs. Event startups are quickly realizing the potential of improving the way we attend events.
The areas impacted by the use of smart markers, beacons and wifi to locate attendees are several.
Engagement. By accurately locating the attendee, more data will be collected about the experience. More feedback, more interaction with performers, more targeted and real time engagement tactics.
Marketing. Microlocation delivers greater opportunities to interact with attendees with relevant marketing initiatives. Competitions activated with a simple swipe or scavenger hunts are just few of the examples. – Direction. Large events will surely benefit from the use of such tools to help attendees be in control of their map and move comfortably on the showfloor.
3 providers in this category:

  • xFocus
  • Pathfindr
  • loopd

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The role of the event planner will change in 2015. From being a coordinator and executor of experiences, she will become the director and orchestrator. She is the one opening the valve and drenching attendees.
The technology enabling the attendee to submerge attendees with the event will include one to one interaction, improving the sponsor experience, connecting attendees better offline and collecting their feedback more strategically.

The areas impacted by the tools offering these technologies are:

  • Feedback
  • Event Sponsorship
  • Attendee interaction
  • Engagement

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