Pandemics teach us better communication

Focusing on the needs of their clients, developing more efficient campaigns, and finding solutions to increase return on marketing investments will be high on the priority list for many marketing communication experts in the coming period.

We have all read about how the world will never be the same after COVID-19, but how will the communication industry change in this new future?

The pandemic caused by the COVID-19 virus appeared suddenly and spread at an astronomical rate, leaving massive consequences and impacting all aspects of our business and private lives. A few things are essential to understanding trends in the field of communication.

First, digital transformation has already reshaped the communication industry in the past decade, with digital channels becoming increasingly important daily.

Second, the fact is that the crisis has primarily triggered lasting changes in how people consume brands and communicate with them, causing both profound and long-term changes in marketing approaches. Finally, companies face grave financial problems and must reevaluate their budgets and marketing-related activities. Focusing on clients' needs, developing more efficient campaigns, and finding solutions to increase the return on marketing investments will be a high priority for many marketing communication experts.

"Communication trends relevant to every business depend on its market, industry, and strategic position."

What communication trends will characterize the next period?

It is difficult to predict long-term trends in such a dynamic environment. Communication trends relevant to every business will depend on the market it operates in, the industry, and its strategic position.

Generally speaking, campaigns focusing on users will be in the spotlight, as they value communication and relevant experiences. The key will be a shift in the paradigm with increased engagement, activity, and, above all, a higher value placed on transparency when building reputation. Moreover, any company or business aiming for responsible behaviour should insist more than ever on clear communication based on truth and realistic expectations, aiming to increase stakeholder value and the business while meeting new societal demands emerging as we exit this crisis.

What is Exacta's comparative advantage, or how would you explain to a potential client why they should choose Exacta as a business partner?

We have the best regional team and a leading group of consultants who add value in Southeast Europe with practical experience working on similar projects with numerous regional companies. Our collaborative approach and unique working style, characterized by close collaboration with our clients, are recognized in the market. We are the fastest-growing consultancy firm in the region.

Our portfolio of projects and clients, combined with a compact team, allows us to compete with prominent global players in the market. We add a local approach and knowledge to big names' methodologies and practices, which have proven to be the best combination for our clients.