ROMA (ITALPRESS) – In recent years “communication has undergone a huge evolution”. About 15 years ago, “digital media planning was considered almost as an addition.” Today, on the other hand, it starts from the digital channels, “imagining any form of event or communication and every activity of media planning not only as a media itself, but also as a digital content destined to evolve and to be declined on different channels: it is therefore essential to think even more about this aspect, which represents one of the great changes in the evolution of corporate communication”. Starting from here the reasoning of Umberto D’Oriano, marketing manager of Optima Italia – multiutility that offers integrated services of energy, telecommunications and solutions for families and enterprises –
that, interviewed by Jessica Nicolini to “Power Talks, the power of communication”, editorial format born from the collaboration between Italpress and Philia Associates, who tells how it is changing the communication of a company that every day enters the homes and the everyday life of thousands of people. In the last fifteen years the paradigm has completely overturned: digital, once considered almost an extension of traditional planning, today has become one of the starting points through which to imagine campaigns, events and content. But for Optima the keyword remains simplicity: “To build a communication that is immediately understandable and so recognizable that it can be associated with the brand even by eliminating the logo, and the message must be immediately perceived,” explains D’Oriano. The company, not by chance, also uses those that defines “torture test”: it eliminates branding from communications to check whether the message can still be traced back to the brand. A philosophy, D’Oriano emphasizes, consistent with our “payoff – Optima, which improves your life – through the simplification of the management of utilities and people”.
And among the communication tools there is also sport: “The presence in sport is something that we have inaugurated two years ago and that surely next year we will continue to ride”. The goal, D’Oriano explains, is to go beyond the simple exhibition of the brand and build “storie of sponsorship”, connecting the missions of the teams to those of Optima and creating social content, and is “a vehicle of very important notoriety”. And between reputation and business, the answer is clear: “It’s 50 and 50 for us. It must certainly be an opportunity for visibility, but it must bring business opportunities.” On average planning television plays a central role. “Our media plan is constantly being investigated to see if investments are directed in the right direction, or if there is something to be corrected.” Surveys, he explains, generally confirm strategies: “The main media, the one with which people come to contact us most often, is definitely the television medium.” Artificial intelligence also entered the production of the last spot, but technology does not replace man: “It is a key enabler in reading data and forecasting a result, but the human component remains fundamental in decision-making.” And above all, creativity remains central, the ability to find “tons of voice that can warm in some way the hearts of people”. “The human factor still makes the difference and will continue to do so.”
The strategy, according to D’Oriano, can not focus on just one medium. “There is no means of communication to this day that does not work – he explains. What works is definitely multi-channel. The radio, as well as the printed paper, also plays an important role when inserted into a structured media plan.” The printed paper, in particular, “helps so much in being able to give that level of credibility that perhaps the other means still make a little effort toreach”. The same applies to events, which digital has transformed into occasions to produce content over time: “Today a great event managed in the right way, can last a whole year, a story that can be constantly reproposed.” And the digital was definitely “the most important watershed in recent years”. It is therefore an increasingly articulated communication that D’Oriano imagines. “The communication of the future will be increasingly omnichannel, increasingly digital, will be increasingly made of content, there will be more and more artificial intelligence.” But the difference will continue to make creativity: “The real difference will make it who can still use creativity in the true sense of the word.” The challenge, he concludes, will be to combine “the technological capacity that is now delivering artificial intelligence with the added value of creativity”, also built through that cultural baggage that remains, for D’Oriano, one of the fundamental tools of the profession.
– Photo Italpress –
(ITALPRESS).
