INFODEMIC (EPIDEMIC OF INFORMATION) DEVASTATES: Tough times for extracting truths from lies

Never before has it been so easy to send news about someone or something, but no matter how magnificent its flash may be, it will leave a short-lived mark if there are no solid arguments in its appearance. In the promotional chaos that has polluted the world with supposed marketing due to the existence of virtual communication channels, it is difficult to distinguish truth from lies.

For the purveyors of fog in this infodemic, as the World Health Organization called the flood of various data about the coronavirus, the goal is to quickly seize the opportunity and survive briefly until another similar occasion arises, while large players aim to preserve their existing market share, capture new ones, and earn profits. Therefore, the messages sent to users through brands must be much more than just names. They must tell a story, emotionally connect with the buyer, and gain trust.

Smart Selection

The secret path to the heart of consumers is known by branding experts who, despite modern sales and promotional channels, have never found it harder to create and sell brands. Brands woven with the strength of tradition and consumer habits still successfully cope with the invasion of unfounded upstarts, but those aiming to achieve a reputation among consumers like that of Vegeta today have no time for user testing as that widely accepted spice did. So how to design a brand that will win the heart and wallet of customers?
– For a brand to become successful, it is crucial to know the market and the needs of consumers – says Draga Žulj, Franck’s senior brand manager, emphasizing that the smart selection of communication channels depends precisely on understanding and knowing the end users, not only regarding the target group Franck addresses but also the current market situation.

Along with appropriate communication channels, it is equally important to regularly develop quality content that will be interesting, current, relevant, and useful to the target audience.

– In addition to all the standard channels we use in all markets where we are represented, we particularly highlight our web site, which is based on Franck’s storytelling and all its brands, as well as on user engagement, not just one-way communication – says Žulj, noting that excellent knowledge of the consumer group they address, their habits, desires, and needs, as well as current trends in the world, is one of the most important factors in designing the transmitted content.

Important Tone and Style

The head of the brand and marketing communications department at A1 Croatia Iva Ančić emphasizes that in this challenging period, when it is difficult to stand out and reach the target audience, clear, concrete, and relevant communication, as well as well-established communication channels, are key to success.

– It is precisely in major crises like this that it is once again shown and proven how important it is to plan the positions of one’s brand long-term, to continually invest in the brand, but equally to invest in a quality and fair relationship with one’s users – says Ančić, emphasizing that, in addition to knowing the audience, the tone and style of communication must also be directed towards the target group, just like the communication itself. 

Ivana Grepo, brand manager of Vina Belje, claims that consistency in quality, passion and dedication in preparation and production, responsibility towards the community and the environment, and established two-way communication with consumers are hard to fake.

– Content related to emotions most often and simply drives customers because the emotional connection between the brand and the consumer is important for all products, and for wine, it can be said to be crucial. That is why Vina Belje was the first in Croatia and the region to launch a special project of personalized labels that allows customers to personalize in the form of a name or dedication on the wine label – says Grepo.
To create authentic content, it is essential to define the ‘personality’ of the brand, what distinguishes it from others, and based on that, tell a story about it, claims Manuela Šola, owner and director of the agency Communication Laboratory, emphasizing that content personalization implies knowing very well who the consumer is, what they like, where they are…

– And then we come to the saying ‘content is king’. At its core is content, the messages we convey, and it is precisely here that our creativity, innovation, and ability to position ourselves come to the fore – says Šola, emphasizing that the audience today is more demanding than ever and decides for themselves when, on which channels, and how to consume content.

You can read the full text in the digital and printed edition of Lider.

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