A look at the future

magazine
Francesco Gobbato
CEO & CREATIVE DIRECTOR KF ADV
6 July 2022
Interview by Mediastars.

INDEX

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Technology and New Professions

How has the advent of new technologies created new professions in the world of communication, and in what direction have the onset of User-Centered culture changed the rules of Advertising?

It is clear that new technologies and the web in general have created new figures (Digital marketing manager, Social media manager, Content manager, Google ads expert, SEO Expert, etc…).
But let’s look at it from another point of view: what if some of these figures were simply an evolution of figures already existing in the world of advertising who must acquire new skills to adapt to the channels?
Let’s take the content creator into consideration. Couldn’t he be an art director who creates posts/stories or video content on social media? Couldn’t the content manager be a creative director with an overview of all corporate communications?
My pragmatic side comes out when the scenario wants to get complicated.
We talk more and more about Digital marketing managers, I still talk about Marketing managers. Because the figure is the same, simply enriched with digital skills.

Certainly the direction of advertising in recent years has given rise to an indispensable figure nowadays: the data analyst. To improve the performance of campaigns and marketing actions, someone is needed to interpret the data. Because if you know you choose, if you don’t know you think you choose.
And it is precisely with the data analyst that buyer personas and their behavior can be better profiled. We all know by now that the user has changed his habits, making the central phase of the purchasing process (the good ones would say the messy middle), a very important part for the conversion.

So if I were to think of a new figure in the world of marketing and communication, it could be the Behavioral Architect, i.e. the architect of consumer behaviour.

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Company Empowerment

In this context, how can intuition, sensitivity, and respectful behavior lead to development and the subsequent empowerment of companies?

The market, in this highly competitive scenario, is subject to frequent changes and is not easy to predict. Just look at Netflix, which after having been a leader and having created a market, is now suffering thanks to the various competitors that have emerged, and the fact of not creating engaging content as before in the last year is causing it to lose share.
Precisely because everything is fast and constantly evolving, intuition and sensitivity are two skills that an entrepreneur or manager must have. How to develop them? Keeping an open mind (above all, eliminating the “let’s do it this way because we’ve always done it this way” attitude), be ready for change, and allocate a budget or team for innovation, whether to develop your own product/service or your own marketing.

The other fundamental aspect is the person. Specifically: invest in personal training and well-being. It is not in smart working that we give value to our collaborators, but in understanding everyone’s objectives and creating an ad hoc growth path.
The empowerment of companies is made up of a good dose of strategy, commitment and perseverance, all supported by teams of competent people.

But, in my opinion, there is a quality that precedes them all and that is curiosity. Because curiosity is the antechamber of an open mind, and only from open minds do true innovations arise.

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The future of the Internet: virtual spaces and avatars

Will the future of the internet be characterized by a set of virtual spaces traversed by avatars? What could be the opportunities and pitfalls of this change?

Taking the question head on, given the billions of dollars that big tech corps are investing in the Metaverse, Virtual reality, etc., the answer is: yes, we will spend a lot of time with our avatars in virtual worlds.
Analyzing the context and the last years of technological evolution, once the masses have tired of living in the virtual world, a counterculture could also arise, a sort of “recession”, which will push more towards a return to the physical experience. It is difficult to define precisely how long it will take for all this to occur.

However, the opportunities that web 3.0 can bring are many, starting from the transparency and ownership of the data. Everything in the blockchain is traceable and visible, so there could be a real revolution on issues such as privacy and use of personal data.
As far as the world of advertising is concerned, NFTs are a huge opportunity, both as smart contracts (real contracts on the physical ownership of goods) or on the ownership of rights to audio, visual or intellectual works.

There is a negative aspect that affects advertising, but like all negative things it hides an opportunity: the consumer is overexposed to advertising and even in the metaverse, people are already thinking about creating various wearables, such as a Gucci bag or a Rolex for your avatar. What if there was a way to involve the user by making them participate in the earnings of the platform that distributes the ads? Example: what if Google gave something in exchange to the user who watches the entire commercial or who converts thanks to an ad? The target would suffer less from sponsorships and would be less passive, consequently the effectiveness of brand communication would increase.
Blockchain and tokens will probably be the most complete tool to develop this scenario.

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