The digital transformation accelerated some processes that were gaining more and more prominence in consumer purchase criteria: identification with what is being marketed and the purpose of the companies behind the products. But, beyond that, a new look was redirected to creative and diverse communication when it comes to attracting the public’s attention and boosting business. Made possible thanks to the power of influence of brands that understood the importance of art in their creative communication processes.
It is also worth noting that this process gained even more momentum with the pandemic caused by Covid-19, which forced most companies to make the digital transition and seek to expand their range of operations in digital and e-commerce platforms in the period. A survey by the Brazilian Electronic Commerce Association (ABComm) reveals the broad growth in sales via e-commerce in 2020.
Last year, the share of e-commerce jumped 68%, compared to 2019. It is amazing to note how communication has evolved since the 1990s. This applies to media considered traditional and the advertising market.
In the past, people were ‘forced’ to consume what vehicles broadcast, whether on television, radio or print media.
With new technologies, everything has changed and, nowadays, the consumer can choose exactly which content will be impacted.
This scenario posed a huge challenge for all professionals who work with marketing and for the advertising market as a whole.
Once the audience is in control, more than ever, generating relevant content becomes an essential factor in the success of any campaign.
Every day, it becomes more essential to differentiate yourself, generate empathy and work with interactivity.
These are elements that, in fact, arouse the interest of the audience. This is a trend that is here to stay and will likely gain more and more traction over the years.
It was largely because of this that art gained a relevant space within the advertising market. As the universe of artistic possibilities is practically infinite, it is extremely viable to work in different ways to attract the consumer through creative pieces in the most varied formats.
To exemplify this variety, we can cite some actions that are used quite frequently in advertising campaigns and marketing actions, such as murals, illustrations, “unstampable” panels, installations, in addition to 3D and more technological formats.
Note how, in recent years, street art has emerged as a power to overcome this challenge.
The idea of “escape” from the standard and stand out amidst the gray of big cities is increasingly successful and, in addition to creatively transmitting the advertiser’s message, it also generates a counterpart to the urban scene, bringing color, joy and leaving a legacy for the population with visually attractive artworks.
It is not an easy task to make a company remembered, this goes far beyond communication aimed at selling a product, it is necessary to imprint purpose and broadly impact the lives of those who are consumed, offering a true experience, and art is able to do this because it is and always will be revolutionary.
Victor de Barros is founder and CEO of Dionisio.Ag, an art agency specializing in connecting companies to artists
