What is the recipe for successful marketing? The truth in communication.
We don't need to travel far back in time to understand how marketing and design, inseparable friends, have gained their space and recognition in the corporate world.
At a time when communication was seen as non-essential and placed in the "nice to have, but not necessary" drawer, the technological boom showed companies how necessary and urgent it was to innovate to survive. Thus, the portion allocated to communication quickly had to transform into an appealing cake that met all the organization's needs. The required innovation can (and should!) be achieved in various ways: it all depends on the resources, capabilities, and needs at play.
However, I believe that creativity plays a fundamental role in creating any marketing and communication plan, even at zero cost.
We quickly went from "not necessary" to "too necessary".
Imagine yourselves at a year-end party, filled with nothing, and in the blink of an eye, it transforms into a real royal ball, to the point of thinking: "well, maybe it's a bit too much. Who's going to pay for all this?".
In simple terms, I dare say that many companies went through this rise and fall of creative needs until they found a comfortable spot for their business.
But, what is that spot? The truth. Communicate, always, with truth.
It is necessary to communicate with empathy and transparency, channeling existing resources in that direction. There is no point in directing employees and often excessive budgets towards something that is not 100% true and will not achieve a beneficial change within the organization.
In the tech market, for example, where competition is immense and talent retention is scarce, it becomes crucial to opt for direct and clear communication. Not doing so is a risky path that easily breaks.
It is necessary to invest in two types of communication: outward communication (customer), where we promote the service/product, and inward communication (employee and future employee), where we highlight the culture and DNA.
It is crucial to invest in good internal marketing and, once again, truthful. If we have a focused team informed about the organization's values, we have the confidence and the best talents on our side. How can this transparency be achieved? With clear and personalized communication.
It's time to invest in a lucid marriage between design and marketing, which will surely result in structured, strong communication capable of being the gateway to a distinct service and a team aligned with the organization's values.
For a long time, marketing and design have gone beyond just looking good. Let the truth come in.
Article also available on marketeer.
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