The diffusion of digital culture has helped the disintermediation between goods and services suppliers and consumers in the latest years. Airbnb, Amazon, Google, Facebook, Linkedin, Twitter, Instagram, Uber, Spotify, YouTube, Skype, the new instant messaging and communication services are just some of the protagonist of this historic change.
These changes concern also the way companies communicate themselves, their brands and their products and services.
We decided to call our communication companies holding The Story Group for a number of reasons we are all aware of, but we are not always able to rationalize.
A new paradigm in communication and the competitive advantage of those who have relationships in their DNA
In Italy, public opinion – in its wider meaning – has been for a long time influenced by consumeristic shows, newscasts, talk shows and in a less quantitative and more qualitative way by newspapers. Newspapers in Italy always had a smaller circulation than in other developed countries, involving in a continuative way only the decision and opinion makers sphere. And lately they seem to have been outdone by the web in terms of credibility too, as a Eurobarometer researched revealed.
“The way companies communicate themselves,
their brands and their products and services is changing”
What makes historic these changes is that companies of today can communicate directly with stakeholders without the need of entrusting their message to n intermediary. As the3 name itself of our Group suggests, The Story Group we specialize in storytelling and content marketing to build and implement – directly and indirectly - a company’s or a brand’s reputation, through a tightly integrated activity of expertise and specific knowledge by the three companies that are part of it.
“PR agencies have a competitive edge
in corporate self-publishing projects”
Through our PR activities, that in The Story Group are headed by Lifonti & Company, we have taken care since the beginning of the engagement processes around corporate and brand contents and messages. This gives us a competitive edge in handling corporate publishing and digital conversations with all kinds of stakeholders: PR professionals are used to manage interactions with the most challenging speaker, the media, and to communicate always keeping in mind the target’s reactions and the way to follow.
“The quality of contents is also a budget issue now,
and not just anymore one of rhetoric”
TV, radio and press will not cease to exist, but they find themselves forced to redefine their roles. The new media offer meanwhile new and complementary opportunity. If companies, brands and products can communicate directly with their customers, they need relevant, quality, easily shareable contents.
In this historic moment more than ever, the quality of contents is also a budget issue and not just anymore one of rhetoric: the first one to realize it are newspaper editors. Traditional media keep a relevant role in affirming credibility and seriousness, but consumers delve through also on their own, they look for a firsthand experience, they compare information with others, they ask questions and ask to be involved. All of this take place online, where they spend more and more time (especially the youngest).
“The role of intermediaries such as TV and radio diminishes
as the one of publishing tools available to companies grows”
Corporate communication must be competitive in the market of attention
Today everyone is potentially a self-editor. Because the most popular online platforms tends to make websites of us, where only our own story allows us to differentiate us from others and acquire an identity.
Communication and online publishing tools– may them be websites, online magazines, blogs, social media - are available to companies and allow them to tell themselves without filters.
Or even rectify and/or integrate in real time the point of view of a TV show, like ENI recently did with Report by exploiting the show’s hashtags.
“Every company is continuously stressed to become a media company
to compete with others in the market of attention”
With the advent of the digital era and the possibility to interact with one’s users, corporate communication has evolved and looks increasingly more like a dialogue with one’s main audience, instead of being a one-way message.
History told by images, signs, graphic and words that can raise emotions, stimulate interactions and involvement with the brand: these are the languages that Lifonti & Company, Cabiria BrandUniverse and Social Content Factory, the three companies that form our Group, are interpreters of.
Such as people, every company is continuously stressed to become a publisher to compete in what has been defined as the “market of attention”. Contents that companies produce continuously and spontaneously during their unexhausted activity must be part of a far-reaching, long term communication strategy. Because online there is a real outline of the way we follow.
A cultural change that contemplate a repositioning of communication strategies: from summary to story, from offline to online, from advertising & media driven one-way communication to peer-to-peer relationships between companies/brands and consumers, adapted to all the digital tools available.
This is why it is not true anymore that the mean is the message. This is why for The Story Group you are the message: we tell your story.