Among many other things, the pandemic dealt a heavy blow to the most human side or aspect of the entire society; the restrictions generated as a result of the health emergency contemplated the null approach with other people in order not to spread the disease further.
Today, the situation with the pandemic and Covid-19 are more relaxed globally; human contact is once again the central axis of audience interactions and the shopping experience, which was forced to move to digital, is back to its most basic character.
Starting from this premise, Human Connections Media has the purpose of sending an increasingly human message, which is linked or connected even more with the preferences of the audience, especially when these, after more than a year without being able to leave home, have different perspectives and expectations regarding their relationship with brands.
Talking with Ariel Mosca, new Business Developer Director for Human Connections Media, from the outset, we talked about the importance it has today, in a context of hyperconnectivity and an important boom in the tool that the internet means. In the words of Ariel Mosca:
“The foundation remains the same: a brand that wants to talk to a person and wants to make an impact, that has never changed. What we do have to understand is what are those moments of interaction that we have through the different platforms and how we are changing that ‘switch’ between ‘customer’ mode and ‘person who is not buying’ mode. That is where we must touch the intimate fiber of each one of the clients”.
Of course, the world of technology changes and evolves at every moment; however, what happens with the audiences is the same, since we live in a moment in history in which the consumer is looking for other types of products and content, which are more focused on issues that have to do with caring for the planet, inclusion, empathy, among many others, a fact that shows that the bet is focused on the most human side of brands.
“For me, the point lies in the focus of the brands; in the fact that you, as a brand, do everything based on your client. It may seem very obvious, but it was not always so. The brands have been unidirectional. Before, brand communication was unidirectional and today we have to talk about omnichannel and brands have to work hard to integrate the different points of contact they have with consumers”, explains the Business Developer Director for Human Connections Media.
And it is that, in addition, something that is changing is the vision of the clients. Now, the consumer is looking for those brands with which he can generate a long-term relationship and with which, in the end, they feel satisfied. They look for brands that develop more personalized strategies in order to keep their own customers satisfied.
Currently, the panorama for consumers and brands seems much more complex and, from this perspective, loyalty plays an important role in the objectives of companies, although it is one of the biggest challenges at a time of hyperconnectivity.