Credibility most important for the success of communication
Credibility is the most important factor for success in communication. This finding was revealed in a recent report by the Diplomatic Council (DC), a think tank that advises the United Nations.
The report is based on a survey of 400 marketing managers in Germany, over three quarters of whom described credibility as the "number 1" in political and corporate communications. The think tank conducted the survey together with the public relations agency euromarcom and the advertising agencies kreativrudel and Pixx as part of its DC Corporate Communications Forum.
Storytelling is the basis
A good half of the marketing managers surveyed believe that storytelling - a comprehensible story - is the best basis for credibility. "Instead of emphasizing individual aspects, the story told must be coherent," says Johannes Goering, Chairman of the Communications Forum. "Politicians and companies must increasingly earn attention with interesting content instead of simply demanding it," says Thomas Gronenthal, Director of Public Relations at the think tank, reflecting the view of 61% of those surveyed.
Online and social media are the winners
All respondents agreed on the continued strong increase in the importance of online marketing. Over three quarters consider YouTube to be more important than TV advertising. Around half believe that TV and radio advertising will disappear into insignificance in the next few years.
At the same time, social media in particular is shifting opinion-forming from a few authorities to many individuals, say three quarters of marketing managers. "The shitstorm of the many simply sweeps away every statement made by an individual," says PR professional Thomas Gronenthal. In this context, 68% of respondents see the increasing importance of influencers, who take on an informal opinion leadership role within the crowd of many. "Influencer marketing works," is how Johannes Goering sums it up.
Three quarters of the marketing managers surveyed assume that the importance of social media for communication will continue to increase. According to the survey, Xing is in first place, at least for the German market. According to the report, Facebook, LinkedIn, Pinterest, Twitter, Instagram and Snapshat follow. 55% of respondents see completely new marketing spaces and communication channels on the horizon with the Internet of Things (IoT). "When everyday objects are connected to the internet through IoT, opportunities arise that hardly anyone thinks about today," says Johannes Goering.
Mobile is most important
In collaboration with the participating agencies, the think tank wanted to know which design concepts and communication technologies are most important today. The answers at a glance (multiple answers were requested): Mobile marketing (76 percent), cinemagraphs (75 percent), 360-degree videos (75 percent), virtual reality (56 percent) and video marketing (55 percent) were among the responses. "In any case, security and reliability must be conveyed," agreed communications professional Johannes Goering with 76% of respondents. "New technologies are particularly useful for giving customers the feeling that they are dealing with a person," recommends PR expert Thomas Gronenthal.
Older people increasingly keen to experiment
Despite the increasing use of modern media, the target group of 14 to 49-year-olds is becoming less important and the 50+ age group is becoming increasingly important, the survey revealed. The background: consumers aged 50 or 60 and over are much more willing to experiment than previous generations and are therefore more open to new brands, offers and technologies. "In addition, the purchasing power of older people continues to increase, not least due to the generation of heirs," says Johannes Goering.
The Diplomatic Council (UN reg.) is a global think tank accredited by the United Nations with consultative status to link diplomacy, business and society. To this end, the Diplomatic Council links a global business network with the level of diplomatic communication. Diplomats and personalities from business and society as well as responsible companies, scientific research and academic educational institutions are equally welcome as members. In specialist forums such as the Global Corporate Communications Forum, the Diplomatic Council addresses topics of great interest to business and society.
