"...Because communication done well can be called art and because art is a beautiful form of communication that goes beyond any prejudice and constraint. Because It’s Art Darling, It’s Art!"

It’s Art darling, it’s Art !

by Anca Ungureanu

ART / COMMUNICATION

About the mobile revolution…

Last week I was invited as a speaker at MOBIFEST, one of the leading conferences where mobile devices are considered to be the rulers of the universe. Jokes apart, this type of event only acknowledges the importance that these devices have gained in our everyday lives in the past few years.
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Besides the fact that I had to approach my presentation from the point of view of a bank representative, I was also invited as a communication and marketing professional and had to share my views on the ever-changing communication paradigm in the world of mobile technology and the possible strategies towards keeping up with the rapid developments. So here are a few thoughts on this topic:

The “digital revolution” has been an important topic ever since the first computer was created. Fifty years down the road we can safely acknowledge that an important part of our lives is driven by technology. Our thoughts and behavior patterns have been shaped by each technological advance and smart portable devices are a big step ahead because they are fully integrated in every aspect of our everyday life. These new tools are here to serve us but also change the way in which we understand our reality. In the field of marketing, this shift of paradigm had an important impact on the relationship between brands and consumers:

1. Consumers are becoming increasingly skilful in using their smart portable devices with every new generation while the older generations are trying to keep up. I’m sure that some of your parents are already active on facebook submitting comments on your friend’s posts and sharing things they don’t really understand just because they’ve seen you doing it and think it’s a cool thing to do. My mother does. This means that not only the young generations, tagged as millennials, generation Y and so on are of interest to marketers but all the age groups. The younger generations act as early adopters while the older generations follow the trend. The brand has to appeal to all of them. However keeping up with the ever-more demanding and educated consumers is not easy. Young brands are gaining solid ground with their digital knowledge embedded in their DNA, which forces even the most prestigious brands to adapt to the new communication paradigms.

2. Communication must be contextual and adapt to any digital format available on the market. More and more users navigate, read, shop, and share from their mobiles, twice as more as any other desktop user. That’s why brands need to know how to speak to a person that “listens” to them through a tablet or a mobile.

3. Design trends are constantly changing and all of them are aiming towards simplification: for a functional banking website for example, less is more. Because one extra click or an extra word used in a call to action, can cost you a client. Time is money, for everyone!

4. Responsive design is the new norm and it means more than an automated contextual response. The design has to be able to adapt to any type of behavior coming from the consumer. Responsive design does not stop at the layout level, but extends to the content: texts, articles, multimedia. All of this has to fit in the consumer’s expected experience. Lately we’ve been talking about the way Google is downgrading the websites that are not mobile friendly in the search algorithms. Google has taken this decision in order to follow the user’s needs, it’s pretty clear that no mobile user wishes to access sites where it’s pretty much impossible to do anything from a mobile device.

Adapting to these new technological developments should be not seem just as a new strategy but as shift towards a user-centric paradigm.

I know these things have been said over and over again in different forms and by different people, but I think it’s never too much information when we are facing major shifts in the way communication and marketing will be approached in the future.

Don’t you think so?



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