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How to communicate in a world saturated with messages?


Faced with the constant growth in the number of advertising requests, the consumer is exhausted and no longer retains any message. This overabundance opens up a triple crisis, at the same time health, economic and environmental. How to communicate responsibly and effectively was at ...

The observation is clear: we are assaulted in our personal and professional life by an unprecedented volume of messages on our screens - notifications, advertisements, WhatsApp, SMS, twitter etc.

Even more than the number, the high frequency of requests is the main problem: we are all under individual and collective pressure, subject to a permanent "alert regime" where we are called upon to react, as stated by Dominique Boullier, professor. from the Universities of Sociology to Science Po.

This overuse depletes our resources on a cognitive level, leading to the risk of burnout.

It is also increasingly ineffective: despite the abundance of tools, brands realize that they do not know what they are measuring in terms of attention since we are more able to prioritize.

In addition to this dual health and economic impact for brands, there are environmental consequences, since digital technology is a major consumer of mining and energy resources.

It is therefore a triple crisis that must be resolved, according to Anthony Mahé, sociologist director of knowledge at the Eranos cabinet.

Towards responsible communication

To face it, we need to put this notion of attention, which we have long perceived as unlimited, at the heart of the brand's communication strategy.

“We are often interested in the producer of messages but much more rarely in the receiver,” notes Anthony Mahé.

For him, it is necessary to know the rhythms of the public in order to better take into account the “receiver” and to set up a CSR of communication.

This is the reason why Eranos and La Poste have set 8 OCDs, sustainable communication objectives which recall these sustainable development objectives set by the UN.

Among them: "worrying about the environment", "taking care of people", or "fighting against over-demand".

These OCDs must serve as a compass, a benchmark, "to emerge in this hubbub," as Simone Sampieri, marketing director at La Poste's Courrier Colis Services Branch, sums it up.

Without playing “digital against paper”, Simone Sampieri recalls the importance of the mail format in this mobilization around responsible communication.

“Mail is slow.

He is not intrusive.

It belongs to cycles.

It is a strong ally to engage in an economy of attention beneficial to all ”.

Source: lefigaro

All business articles on 2020-11-30

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