AIO: an overview of new communication techniques

Sergio Baratelli and Paolo Iabichino describe the use of new media in advertising The StarHotel in Milan was the location today of the annual meeting promoted by AIO in collaboration with Mido. Coinciding with voting for the Graziella Pagni International Award, the conference gave sector operators an opportunity to discuss such important subjects as the evolution of the concept of advertising with the advent of new media. The subject was examined in depth by two communication experts from Ogilvy, a well-known advertising agency: Sergio Baratelli and Paolo Iabichino. The basic concept around which Iabichino's entire talk revolved is very explanatory and encompasses the core message to be conveyed: "Communication changes, consumers evolve. The scenario is much more complex. Thanks to digital technologies, today's consumers are using media in a new way that is based on dialog and participation. New media brings people closer to brands in a totally different way and people themselves become media...." Nowadays, people no longer want to be labeled as consumers; they have become Users with whom we must interact, discuss and confer: companies must be aware of and understand this change if they do not want to risk being ignored by individuals. Today's market is evolving and if companies are to find a position and space within these changes they must take a stance by bringing into play new basic prerequisites like clarity, transparency and truth.   Conventional advertising is not dead or obsolete but we must understand that it is necessary to learn to use it by exploiting an awareness of the great importance of the Internet, social networks, above all, and of the values of communication and interaction with individuals.   Iabichino's analysis underscored that for some years now our sector has been at a standstill in this field and that the majority of companies are not in favor of, or even fear, interacting with individuals. Fear that acts as a brake on the possibility of developing interactive communication with today's users.   The web and social network users represent an enormous audience: now companies must stop and listen to its voice and opinions and learn to communicate with it.