The Needs and Trends of Communication Directors in Latin America in 2021 - What to expect in the 'new normal'
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The Needs and Trends of Communication Directors in Latin America in 2021 What to expect in the ‘new normal'
Content The Study of Axon Marketing & Communications 1 The Findings 2 The ‘New Normal’ 5 Communication Challenges in the ‘New Normal’ 8 Conclusions 11 About Axon Marketing & Communications 12
As a result of social distancing, most companies and people began to acquire
more electronic devices that would enable communication and interconnectivity
in a context characterized by social distancing.
What major effects did you suffer
during the confinement?
Financial
Client Attention
Marketing
& Sales
We had no
effects
Operation
0% 20% 40% 60% 80% 100%
“The operations of Asus increased during the
confinement, demonstrating that companies
have digitalized and embarked on their journey
to digital transformation”:
Juan Maldonado, regional coordinator of
PR and influence at Asus.
Despite the difficult outlook, the results of Axon Marketing & Communications
result in examples of creative and resilient companies. This is the case with Zoho, a
technology company that offers a unique and powerful set of software to manage
an entire business. The company, which has more than 8,000 employees around
the world, found opportunities and experienced a period of reinvention that
allowed it to reuse its digital channels to overcome economic challenges that the
pandemic generated.
3
Considering that Zoho offers Gonzalez. According to the executive,
technological tools that enable video the balance sheet was positive to the
calls and remote collaboration, extent that they were able to explore
Alejando González, director of new opportunities based on the same
Communications and Digital Strategies products they already offered.
of the company, assures that they
looked for new opportunities in the However, despite the fact that most
middle of the situation and decided to economic sectors have been
explore other communication channels reactivated in the most recent months,
such as YouTube to maintain brand concerns persist towards 2021. The most
loyalty with its stakeholders. common is financial with 58 percent of
the vote, followed by marketing and
“The constant work directly with sales with 21 percent, and operational
regional journalists also helped to with 8 percent. Only 2 percent of study
strengthen the public relations participants said they are not worried
operation through the use of video calls about 2021.
and remote communication”, added
What is your biggest
concern for 2021?
6,45% 1,61%
20,97%
58,06%
8,06%
Financial Client Marketing &
Attention Sales
Operation None
4
Paid advertising in traditional media
27,42% Strategic alliances and cobranding
19,35%
Digital marketing and internet
advertising
90.32%
Management of social networks
and own media
Attendance at third-party events and
networking
Creation of own events
37,10%
Management of own content and
relationships with the media (freepress)
45,16%
0% 20% 40% 60% 80% 100%
When analyzing the data by Regarding the creation of digital
communicaiton channels and asking content, it is worth mentioning that
the respondents to rank from 1 to 4 the that in the ‘new normal’ formats such
options they considered to be a priority, as audiovisuals and podcasts will set
those who scored were shared media the communicative guidelines for
(social networks) with a rating of 3.26 brands.
out of 5 possible points; followed by own “The creation of digital content will
media (content also have, as transver-
creation, seminars or sal axes, creativity and
webinars and internal Formats such as a research component.
testimonials), with 2.94
points; the media won
audiovisuals and podcasts This is because, as a
result of the constant
relations with media, will set the brand’s exposure to digital
journalists, influencers, communication standard. channels during the
alliances and pandemic, stakehol-
cobranding), with 2.34; ders developed a
seminars or webinars and internal higher consumerist criterion, giving
testimonials), with 2.94 points; the won priority to content that has greater value
relations with media, journalists, and investigation, a factor that should
influencers, alliances and cobranding), be relevant for brands when it comes to
with 2.34; and finally paid media digitally positioning themselves in the
(advertising and sponsored content and ‘new normal’, points out Carlos Trelles,
lead generation), with 1.47 points. CEO of Axon Marketing &
Communications.
6
Similarly, the communication directors surveyed in the Axon Marketing &
Communications study detailed the key issues around their digital strategies and
how they will revolve around in the ‘new normal’. In relation to this, there were
multiple agreements on the presence of an educational component in the
communications of organizations during the social and economic reactivation.
This is due to the consumer profile being linked to digital life, that ensures that
stakeholders will demand more information about the products and services that
brands are offering and virtually companies must have the ability to detail them.
In relation to the above, Victor Carde- using and seeing social networks as a
nas, Marketing Manager at Indurama, a priority to communicate with stakehol-
Company specializing in the manufac- ders. For example, before the pandemic
ture of household appliances, emphasi- 17.5 percent of those surveyed conside-
zes that brands must give the customer red this channel to be important,
more digital tools that enable a 360 during the mandatory confinement the
view with more information on the pro- figure rose to 45 percent. Now, in the
duct or service. ‘new normal’, 50 percent consider them
very important.
This thesis is corroborated by the gene-
ral results of the research, as it was for
From 1 to 5, rate how important
interactions with stakeholders
were on social media before the
pandemic, during the confinement
and in the ‘new normal’.
90% 20,97%
1
80%
45,16% 48,39%
14,52%
70%
2
60%
50%
3
45,16%
40%
38,71% 29,03%
30%
4
20%
9,68% 20,97%
10% 19,35%
4,84%
5
0%
Before confinement During confinement After confinement
7
In fact, according to a study by the
Boston Consulting Group, a consulting
and market analysis firm, 85 percent of
Latin American companies plan to
invest more in their digital
transformation strategies after the
experience with Covid-19. To end this
conclusion, 250 executives of regional
companies, who demonstrated a more
firm commitment to digitalizing their
commercial operations, compared to
their counterparts in Asian countries.
The foregoing is consistent with the
results of the Axon Marketing & Com-
munications study, since the results
showed that more than 90 percent of
the Dircoms of companies in Latin
America consider that the manage-
ment of social networks and their own
media are the tools that more will be
used to reinforce your brand’s visibility
and reputation in the ‘new normal’.
Faced with this scenario, there are also
technological, strategic and communi-
cation challenges.
The ‘new normal’ has accelerated the
digital transformation processes of
companies and several Dircoms consul-
ted pointed out that although it is
essential to carry it out, mixed opera-
ting models should not be left aside.
Some communications directors poin-
ted out that, precisely, the challenge in
the ‘new normal’ will be to intelligently
mix digital and face-toface strategies,
such as the brand’s public relations
activities through meetings, press con-
ferences and fairs.
9Natalya Lenis Muñoz, Marketing and Communications coordinator for Latin
America at TIVIT, assures that “in the new normal, companies must trust in
virtuality, and I believe that technological tools can be easily applied to most
industries. Blended presence is an option for those organizations that unable or
unable to digitize their processes completely or, in severe cases, who are capable to
exercise leadership from a distance as effective as face-to-face. Opting for a
face-to-face, blended or virtual production system, is a decision that must be
studied from the technological appropriation of the company, its capacities,
vulnerabilities and resilience to the context. Resources such as computational cloud
acquired greater relevance during the era of distancing and will continue to be
important in the next stages of economic reactivation”.
Resources such as the computational
cloud acquired greater relevance
during the era of distancing.
For the Dircoms consulted, the tone sufficient engagement or reposition
and intention of the brand’s communi- the corporate reputation in the spec
cation will also be a challenge in the fied spaces. According to a study
face of the panorama that determines a carried out by Axon Marketing & Com-
new period of economic and social munications and Prominence Partners,
reactivation. Catalina Parada, COO of a specialized consulting firm with stra-
Axon Marketing & Communications, tegic and prospective presence in orga-
determined that, “Brand communica- nizations, of 40 companies consulted,
tion in the ‘new normal’ will be charac- and 69 percent assured that communi-
terized by a more human and empa- cation with their audience increased
thetic tone, as the different stakehol- due to the health crisis. Likewise, this
ders will need more trust, support and increase in communication terms
feel that their favorite brands will be represents an increase in the possibili-
with them”. ties of seducing potential customers
that, if taken advantage of effectively,
In that order of ideas, the main object would translate into profits for the
ve of digital platforms will be to achieve companies.
To conclude, it is pertinent to mention that when making a conceptual balance of
the results obtained, it is concluded that the period of quarantine and social
distancing meant a moralizing experience for the brands that had to search the
digital and technological spectrum for new space to grow. The new reality,
without a doubt, is the best test to see how much companies have learned and
how efficient they will be taking advantage of digital resources to strengthen their
communication strategies.
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We are
Axon Marketing & Communications
More than 16 years managing brand reputation, strengthening brands and
generating high impact results through solid Integrated Marketing
Communications (CIM) strategies. This experience gave us a wide knowledge
of the reputational market in Latin America, which has allowed us to be
recognized with more than 20 international awards, including the Eikon, Media
Relations Awards, IPRA Golden Award and SABER Awards Americas.
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