{"id":1245,"date":"2020-04-13T17:41:27","date_gmt":"2017-04-23T06:57:00","guid":{"rendered":"https:\/\/www.aihello.com\/resources\/corporate-communication-letting-the-consumer-take-control\/"},"modified":"2026-09-23T10:40:35","modified_gmt":"2026-09-23T10:40:35","slug":"corporate-communication-letting-the-consumer-take-control","status":"publish","type":"post","link":"https:\/\/www.aihello.com\/resources\/blog\/corporate-communication-letting-the-consumer-take-control\/","title":{"rendered":"Corporate communication: letting the consumer take control"},"content":{"rendered":"<div class=\"wp-block-group ah-reading-guide ah-compact-toc\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><style>\n.ah-reading-guide{max-width:820px;margin:0 auto;color:#26364a;font-size:18px;line-height:1.8;counter-reset:ah-section}.ah-reading-guide *{box-sizing:border-box}.ah-reading-guide p{margin:0 0 22px;line-height:1.8}.ah-reading-guide strong{color:#142d48}.ah-reading-guide h2{position:relative;margin:56px 0 24px;padding-top:24px;border-top:1px solid #dce7ef;font-size:29px;line-height:1.35;letter-spacing:-.4px;color:#142d48}.ah-reading-guide h2.ah-numbered{padding-left:54px;counter-increment:ah-section}.ah-reading-guide h2.ah-numbered:before{content:counter(ah-section,decimal-leading-zero);position:absolute;left:0;top:26px;display:flex;align-items:center;justify-content:center;width:38px;height:38px;background:#eaf4fc;color:#216faf;border-radius:10px;font-size:15px;font-weight:700;letter-spacing:0}.ah-reading-guide h3{position:relative;margin:34px 0 16px;font-size:23px;line-height:1.4;color:#163f65}.ah-reading-guide h4{position:relative;margin:28px 0 14px;font-size:20px;line-height:1.45;color:#163f65}.ah-reading-guide .ah-lead{margin:0 0 28px;padding:24px 28px;border-left:4px solid #2479ba;border-radius:0 12px 12px 0;background:#eef6fc;font-size:20px;line-height:1.75}.ah-reading-guide .ah-callout,.ah-reading-guide .ah-formula{margin:28px 0;padding:24px 26px;border:1px solid #d7e5f1;border-left:4px solid #2479ba;border-radius:0 12px 12px 0;background:#f5f9fd}.ah-reading-guide .ah-formula{font-size:20px;font-weight:600;font-variant-numeric:tabular-nums;line-height:1.9;overflow-wrap:anywhere}.ah-reading-guide ul,.ah-reading-guide ol{margin:24px 0 30px;padding-left:28px}.ah-reading-guide li{margin:0 0 12px;padding-left:7px;line-height:1.75}.ah-reading-guide li::marker{color:#2479ba;font-weight:700}.ah-reading-guide ol.ah-steps{list-style:none;counter-reset:ah-step;padding:0;display:grid;gap:14px}.ah-reading-guide ol.ah-steps>li{position:relative;counter-increment:ah-step;margin:0;padding:22px 24px 22px 64px;border:1px solid #dbe7f1;border-radius:12px;background:#f6fafd}.ah-reading-guide ol.ah-steps>li:before{content:counter(ah-step);position:absolute;top:23px;left:20px;display:flex;align-items:center;justify-content:center;width:28px;height:28px;border-radius:50%;background:#2378b9;color:white;font-size:14px;font-weight:700}.ah-reading-guide ul.ah-cards{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:14px;padding:0;list-style:none}.ah-reading-guide ul.ah-cards>li{margin:0;padding:20px 22px;border:1px solid #dbe8f2;background:#f7fbfe;border-radius:12px;font-size:17px;line-height:1.7}.ah-reading-guide ul.ah-cards>li:last-child:nth-child(odd){grid-column:1\/-1}.ah-reading-guide .ah-cards>li>strong:first-child{display:block;margin-bottom:8px;color:#19598d}.ah-reading-guide .ah-step-panel{margin:22px 0;padding:24px 28px;border-left:4px solid #2479ba;border-radius:0 12px 12px 0;background:#f5f9fd}.ah-reading-guide .ah-step-panel h3{margin-top:0}.ah-reading-guide .ah-step-panel p:last-child{margin-bottom:0}.ah-reading-guide figure{max-width:100%;margin:30px 0}.ah-reading-guide figure.wp-block-image{padding:7px;border:1px solid #e0e8ef;border-radius:12px;background:white;box-shadow:0 5px 18px rgba(20,45,72,.06)}.ah-reading-guide img{max-width:100%;height:auto}.ah-reading-guide figure.wp-block-image img{display:block;border-radius:6px}.ah-reading-guide figcaption{font-size:14px;line-height:1.5;color:#587086;margin-top:10px}.ah-reading-guide figure.wp-block-table{overflow-x:auto;border:1px solid #d8e5ef;border-radius:10px}.ah-reading-guide table{width:100%;border-collapse:collapse;font-size:16px;line-height:1.6}.ah-reading-guide th,.ah-reading-guide td{padding:14px 16px;border:1px solid #d8e5ef;text-align:left;vertical-align:top}.ah-reading-guide th{background:#eaf4fc;color:#163f65;font-weight:700}.ah-reading-guide tbody tr:nth-child(even){background:#f6f9fc}.ah-reading-guide blockquote{margin:30px 0;padding:22px 26px;border-left:4px solid #2479ba;background:#f3f8fc;border-radius:0 10px 10px 0}.ah-reading-guide #ez-toc-container{width:100%;margin:32px 0 42px;padding:22px 24px;border:1px solid #cbdfee;border-top:4px solid #2479ba;border-radius:12px;background:#f7fbfe;box-shadow:none}.ah-reading-guide #ez-toc-container .ez-toc-title{margin:0;font-size:20px;font-weight:700;color:#163f65;line-height:1.5}.ah-reading-guide #ez-toc-container .ez-toc-title-container{margin-bottom:14px}.ah-reading-guide #ez-toc-container ul.ez-toc-list-level-1{display:block;column-count:2;column-gap:26px;padding:0;margin:0}.ah-reading-guide #ez-toc-container ul.ez-toc-list-level-1>li{break-inside:avoid;padding:11px 0;margin:0;border-bottom:1px solid #dce7ef;line-height:1.5;font-size:16px}.ah-reading-guide #ez-toc-container ul ul{margin:7px 0 0;padding-left:18px}.ah-reading-guide #ez-toc-container li li{padding:0;margin:5px 0;font-size:14px}.ah-reading-guide #ez-toc-container a{color:#19598d;text-decoration:none}.ah-reading-guide #ez-toc-container a:hover{text-decoration:underline}.ah-reading-guide #ez-toc-container a:focus-visible{outline:3px solid #2479ba;outline-offset:4px;border-radius:3px}.ah-reading-guide :is(h2,h3,h4)>.ez-toc-section{position:absolute;top:-100px;left:0}.ah-reading-guide :is(h2,h3,h4)>.ez-toc-section-end{position:absolute;top:0;left:0}.ah-reading-guide [id]{scroll-margin-top:100px}.ah-reading-guide .gspb_container{min-width:0}@media(max-width:700px){.ah-reading-guide{font-size:17px}.ah-reading-guide h2{font-size:25px;margin-top:44px}.ah-reading-guide h2.ah-numbered{padding-left:43px}.ah-reading-guide h2.ah-numbered:before{width:30px;height:30px;font-size:13px}.ah-reading-guide h3{font-size:21px}.ah-reading-guide ul.ah-cards{grid-template-columns:1fr}.ah-reading-guide .ah-lead,.ah-reading-guide .ah-callout,.ah-reading-guide .ah-formula,.ah-reading-guide .ah-step-panel{padding:20px}.ah-reading-guide .ah-lead,.ah-reading-guide .ah-formula{font-size:18px}.ah-reading-guide #ez-toc-container{padding:18px}.ah-reading-guide #ez-toc-container ul.ez-toc-list-level-1{column-count:1}}@media(prefers-reduced-motion:reduce){.ah-reading-guide [data-aos]{opacity:1!important;visibility:visible!important;transform:none!important;transition:none!important;animation:none!important}}\n\n.ah-reading-guide .ah-process-heading{padding-left:48px;min-height:36px}.ah-reading-guide .ah-process-heading:before{position:absolute;left:0;top:0;width:34px;height:34px;display:flex;align-items:center;justify-content:center;border-radius:9px;background:#eaf4fc;color:#216faf;font-size:15px;font-weight:700}.ah-reading-guide .ah-process-1:before{content:\"01\"}.ah-reading-guide .ah-process-2:before{content:\"02\"}.ah-reading-guide .ah-process-3:before{content:\"03\"}.ah-reading-guide .ah-process-4:before{content:\"04\"}.ah-reading-guide .ah-process-5:before{content:\"05\"}.ah-reading-guide .ah-process-6:before{content:\"06\"}.ah-reading-guide .ah-process-7:before{content:\"07\"}.ah-reading-guide .ah-process-8:before{content:\"08\"}.ah-reading-guide .ah-process-9:before{content:\"09\"}\n.ah-reading-guide .ah-definition{padding:20px 24px;margin:14px 0;border:1px solid #dbe7f1;border-radius:12px;background:#f8fbfe}.ah-reading-guide .ah-definition strong{color:#163f65}\n.ah-reading-guide .ah-long-form-list>li{margin-bottom:28px}.ah-reading-guide .ah-long-form-list>li>strong:first-child{display:block;font-size:22px;line-height:1.4;margin-bottom:16px}.ah-reading-guide .ah-long-form-list li img{display:block;margin:22px auto}.ah-reading-guide .ah-formula-comparison{font-variant-numeric:tabular-nums}\n.ah-reading-guide h5,.ah-reading-guide h6{font-size:18px;line-height:1.5;color:#163f65;margin:26px 0 14px;font-weight:700}\n.ah-reading-guide h2.ah-instruction-heading{font-size:21px;margin:24px 0 18px;padding-top:18px}.ah-reading-guide h2.ah-instruction-heading:before{top:18px}\n.ah-reading-guide ul.ah-stacked-cards{list-style:none;padding:0}.ah-reading-guide .ah-stacked-cards>li{margin:14px 0;padding:20px 24px;border:1px solid #dbe7f1;border-radius:12px;background:#f8fbfe}\n.ah-reading-guide .ah-minor-label{font-weight:700;color:#1e4e64;font-size:18px;margin:20px 0 8px;}\n.ah-reading-guide h3.ah-do,.ah-reading-guide h3.ah-dont{font-size:21px;padding:18px 22px;border-radius:0 10px 10px 0}.ah-reading-guide h3.ah-do{border-left:4px solid #20877e;background:#f0faf8}.ah-reading-guide h3.ah-dont{border-left:4px solid #ae6340;background:#fff7f0}\n.ah-reading-guide p.ah-fact-row{margin:6px 0;padding:12px 18px;background:#f4f8fc;border-left:3px solid #c7dcf0;border-radius:0 8px 8px 0;font-size:17px;line-height:1.65}.ah-reading-guide p.ah-cta a{display:inline-block;padding:12px 20px;border-radius:9px;background:#135faa;color:#fff;text-decoration:none;font-weight:700}.ah-reading-guide p.ah-cta a:hover{background:#104d89}.ah-reading-guide .ah-agency-summary td:first-child{width:38%;color:#184b75}\n.ah-reading-guide details.ah-original-index{padding:16px 20px;border:1px solid #dce7f0;border-radius:10px;margin:24px 0;background:#f8fafc}.ah-reading-guide details.ah-original-index summary{cursor:pointer;font-size:18px;font-weight:700;color:#244f74}.ah-reading-guide details.ah-original-index>ol{margin-top:18px}\n.ah-reading-guide ul.ah-cycle-cards{grid-template-columns:repeat(3,minmax(0,1fr));gap:22px}.ah-reading-guide ul.ah-cycle-cards>li{position:relative;text-align:center;display:flex;align-items:center;justify-content:center;min-height:110px;font-weight:700;color:#20567d}.ah-reading-guide ul.ah-cycle-cards>li:last-child:nth-child(odd){grid-column:auto}.ah-reading-guide ul.ah-cycle-cards>li:not(:last-child)::after{content:\"\u203a\";position:absolute;right:-19px;top:50%;transform:translateY(-50%);font-size:28px;color:#3785b4}@media(max-width:700px){.ah-reading-guide ul.ah-cycle-cards{grid-template-columns:1fr}.ah-reading-guide ul.ah-cycle-cards>li:not(:last-child)::after{right:50%;top:auto;bottom:-25px;transform:rotate(90deg)}}\n.ah-reading-guide .ah-process-10::before{content:\"10\"}\n.ah-reading-guide pre.wp-block-code{background:#122238;color:#eff6ff;border:1px solid #29415f;border-radius:12px;padding:22px 24px;margin:24px 0;overflow-x:auto;font-size:15px;line-height:1.7;white-space:pre;tab-size:4}.ah-reading-guide pre.wp-block-code code{background:transparent;color:inherit;padding:0;white-space:pre;font-family:Consolas,Monaco,monospace}.ah-reading-guide p code{background:#edf3fa;color:#204d78;border-radius:4px;padding:2px 5px}\n.ah-reading-guide ol.ah-steps.ah-start-2{counter-reset:ah-step 1}\n.ah-reading-guide ol.ah-steps.ah-start-3{counter-reset:ah-step 2}\n.ah-reading-guide ol.ah-steps.ah-start-4{counter-reset:ah-step 3}\n.ah-reading-guide ol.ah-steps.ah-start-5{counter-reset:ah-step 4}\n.ah-reading-guide ol.ah-steps.ah-start-6{counter-reset:ah-step 5}\n.ah-reading-guide ol.ah-steps.ah-start-7{counter-reset:ah-step 6}\n.ah-reading-guide ol.ah-steps.ah-start-8{counter-reset:ah-step 7}\n.ah-reading-guide ol.ah-steps.ah-start-9{counter-reset:ah-step 8}\n.ah-reading-guide ol.ah-steps.ah-start-10{counter-reset:ah-step 9}\n.ah-reading-guide ol.ah-steps.ah-start-11{counter-reset:ah-step 10}\n.ah-reading-guide ol.ah-steps.ah-start-12{counter-reset:ah-step 11}\n.ah-reading-guide #ez-toc-container nav{max-height:460px;overflow-y:auto;padding-right:8px}.ah-reading-guide figure.ah-comparison-wide{max-height:650px;overflow:auto;border:1px solid #dae4ee;border-radius:12px}.ah-reading-guide .ah-comparison-wide table{min-width:760px;font-size:15px}.ah-reading-guide .ah-comparison-wide thead th{position:sticky;top:0;background:#183f65;color:#fff;z-index:1}.ah-reading-guide figure.ah-agency-summary tbody th{width:30%;background:#edf4fa;color:#244764;font-weight:700}\n.ah-reading-guide #ez-toc-container a.ez-toc-link::before{content:none!important;display:none!important}\n.ah-reading-guide .ah-comparison-wide thead th,.ah-reading-guide .ah-comparison-wide thead th *{color:#fff!important}\n.ah-reading-guide .ah-equation{display:block;margin:16px 0;padding:16px 20px;border-left:4px solid #2378b9;background:#edf4fa;border-radius:8px;font-size:20px;font-variant-numeric:tabular-nums;overflow-wrap:anywhere}\n.ah-reading-guide .ah-feature-comparison thead th:nth-child(1){width:18%}.ah-reading-guide .ah-feature-comparison thead th:nth-child(2){width:12%;white-space:nowrap}.ah-reading-guide .ah-feature-comparison thead th:nth-child(3){width:48%}.ah-reading-guide .ah-feature-comparison thead th:nth-child(4){width:22%}\n.ah-reading-guide.ah-compact-toc #ez-toc-container ul.ez-toc-list>li>ul>li>ul{display:none}.ah-reading-guide h4.ah-do{color:#276044!important}.ah-reading-guide h4.ah-dont{color:#855218!important}.ah-reading-guide p.ah-tool-bullet{margin:.45em 0!important;padding:.6em 1em;border-radius:8px;background:#f4f7fa;line-height:1.65}\n.ah-reading-guide .ah-glossary-grid{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:20px;margin:30px 0}.ah-reading-guide .ah-glossary-entry{background:#f7f9fc;border:1px solid #dce5ef;border-radius:12px;padding:22px;height:100%;box-sizing:border-box}.ah-reading-guide .ah-glossary-entry h2{font-size:21px!important;margin:0 0 14px!important;line-height:1.4!important;border:0;padding:0}.ah-reading-guide .ah-glossary-entry p{font-size:16px!important;line-height:1.7!important;margin:0!important}@media(max-width:650px){.ah-reading-guide .ah-glossary-grid{grid-template-columns:1fr}}\n.ah-reading-guide .ah-glossary-grid{display:block}.ah-reading-guide .ah-glossary-grid>.wp-block-group__inner-container{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:20px;align-items:stretch}.ah-reading-guide .ah-glossary-entry{height:auto!important;margin:0!important;min-width:0}.ah-reading-guide .ah-glossary-grid>.wp-block-group__inner-container>.wp-block-greenshift-blocks-container{display:flex;min-width:0}.ah-reading-guide .ah-glossary-grid>.wp-block-group__inner-container>.wp-block-greenshift-blocks-container>.ah-glossary-entry{flex:1}@media(max-width:650px){.ah-reading-guide .ah-glossary-grid>.wp-block-group__inner-container{grid-template-columns:1fr}}\n.ah-reading-guide ol.ah-steps.ah-feature-grid{grid-template-columns:repeat(2,minmax(0,1fr))}@media(max-width:700px){.ah-reading-guide ol.ah-steps.ah-feature-grid{grid-template-columns:1fr}}\n.ah-reading-guide pre.wp-block-preformatted{background:#122238;color:#eff6ff;border:1px solid #29415f;border-radius:12px;padding:22px 24px;margin:24px 0;overflow-x:auto;font-size:15px;line-height:1.7;white-space:pre;tab-size:4;font-family:Consolas,Monaco,monospace}.ah-reading-guide pre.wp-block-preformatted code{background:transparent;color:inherit;padding:0;white-space:pre;font:inherit}.ah-reading-guide .ah-output-sample{max-height:360px;overflow:auto;padding:24px;border:1px solid #d7e5f1;border-radius:12px;background:#f5f9fd;font-size:16px;line-height:1.8}\n.ah-reading-guide pre.wp-block-preformatted,.ah-reading-guide pre.wp-block-preformatted code{white-space:pre!important;text-align:left!important}.ah-reading-guide pre br{display:initial!important}\n.ah-reading-guide .wp-block-media-text{display:grid!important;grid-template-columns:minmax(120px,22%) minmax(0,1fr)!important;gap:24px;padding:28px;border:1px solid #d7e5f1;border-radius:14px;background:#f5f9fd;align-items:center!important}.ah-reading-guide .wp-block-media-text__content{min-width:0;max-width:none!important;width:auto!important;padding:0!important}.ah-reading-guide .wp-block-media-text__content p{width:auto!important;max-width:none!important;text-align:left!important}.ah-reading-guide .wp-block-media-text__content p:not(:first-child) strong{font-weight:400}.ah-reading-guide .wp-block-media-text__media{margin:0!important;min-width:0}.ah-reading-guide .wp-block-media-text__media img{width:100%;max-width:160px;height:auto;margin:auto}.ah-reading-guide .wp-block-media-text__content .wp-block-button{max-width:100%}@media(max-width:650px){.ah-reading-guide .wp-block-media-text{grid-template-columns:1fr!important;padding:20px}.ah-reading-guide .wp-block-media-text__media{grid-column:1!important;grid-row:1!important}.ah-reading-guide .wp-block-media-text__content{grid-column:1!important;grid-row:2!important}}.ah-reading-guide h2{font-size:25px;line-height:1.5}<\/style><noscript><style>.ah-reading-guide [data-aos]{opacity:1!important;visibility:visible!important;transform:none!important}<\/style><\/noscript><figure class=\"wp-block-image\"><a href=\"http:\/\/1.bp.blogspot.com\/-tUjTKvh2Fyg\/WPmtI9wyUrI\/AAAAAAAAB8M\/0e1rg4Fpk8ADES6uTEVR7GsmDPzWkJXdwCK4B\/s1600\/xl-2015-tablet-commerce-1.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"what is amazon market | how many keywords per ad group | what report can help you identify opportunities to improve your keywords and ads\" class=\"alignnone\" src=\"https:\/\/1.bp.blogspot.com\/-tUjTKvh2Fyg\/WPmtI9wyUrI\/AAAAAAAAB8M\/0e1rg4Fpk8ADES6uTEVR7GsmDPzWkJXdwCK4B\/s640\/xl-2015-tablet-commerce-1.jpg\" alt=\"Corporate Communication\" width=\"640\" height=\"380\" border=\"0\"><\/a><\/figure><p class=\"ah-lead wp-block-paragraph\">Technological democratization has changed the order of factors and, now, that brand that does not attend in a personalized way to its client is condemned to ostracism.<\/p><div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-f1245-1\" id=\"gspb_container-id-gsbp-f1245-1\" data-aos=\"fade\" data-aos-easing=\"ease\" data-aos-duration=\"500\" data-aos-once=\"true\"><h2 id=\"if-you-want-to-have-a-powerful-brand-what-you-need-to-do-is-to-tell-stories-and-let-the-consumer-take-control\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"If_you_want_to_have_a_powerful_brand_what_you_need_to_do_is_to_tell_stories_and_let_the_consumer_take_control\"><\/span>If you want to have a powerful brand, what you need to do is to tell stories and let the consumer take control.<span class=\"ez-toc-section-end\"><\/span><\/h2><\/div><p>A new dictatorship rules in corporate communication, whose messages have the virtue (or defect) of being preached in 140 characters. Not one more. This is an effect of the great revolution that has taken place in recent years, from broadcasters or traditional media (TV, radio, press) to the broadband empire or the digital environment.<\/p><p>Yes, the world has changed and companies must adapt to a reality where the consumer, today, is the absolute protagonist; which means that if a company wants good numbers, it requires incorporating communication <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/www.aihello.com\/resources\/wp-content\/uploads\/2021\/05\/Pasted-into-ACOS-Amazon-Achieve-your-target-ACOS-to-increase-profit-1-300x89.png\"  data-excerpt=\"Amazon sellers, stop losing money on ads &amp; boost sales! Master conversion rates with optimized listings, smart pricing, and crucial reviews.\" href=\"https:\/\/www.aihello.com\/resources\/blog\/increasing-sales-by-autopilot\/\">strategies<\/a> 3.0 (Social Video, E-Commerce, Augmented Reality?), that goes beyond social networks and that revolves around the existence of content as an element of communication and brand generation.<\/p><p>Certainly, for some years now, some marketing departments have begun to implement new practices to assimilate change, but the adoption of a culture in which mass markets no longer exists, and therefore customers have left is seen as a source of income and now have become a power of prescription and a source of information. The message between lines: the construction of brands through traditional marketing has lost effectiveness, so new tools and 360\u00ba strategies that incorporate the consumers in the process are needed.<\/p><p>This change, undoubtedly, is based on technological development, and above all, on the &#8220;democratization&#8221; of access to it. Today, an African child with a smartphone has more information in his hands than the President of the United States, 15 years ago. The world is facing more advanced technology than NASA had when it put a man on the moon, more than 40 years ago.<\/p><p>Companies, and their marketing areas, face a &#8220;perfect storm&#8221; that must be overcome through a maxim: to understand that the process of adaptation leads to errors, but the future is to risk and support an entrepreneurial approach.<\/p><div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-f1245-2\" id=\"gspb_container-id-gsbp-f1245-2\" data-aos=\"fade\" data-aos-easing=\"ease\" data-aos-duration=\"500\" data-aos-once=\"true\"><h2 id=\"where-to-start\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Where_to_start\"><\/span>Where to start?<span class=\"ez-toc-section-end\"><\/span><\/h2><\/div><p class=\"wp-block-paragraph\">To build bridges between the old and the new world.<\/p><p>This is translating into the enrichment of both, and the diversification and specification of supply. Currently, offering variety is key to the online experience, but relevancy could be the priority in the future. Yes, offering a product that is relevant to a particular customer can become the best source of trust and loyalty in a brand.<\/p><p>The new, more competitive, more global reality implies building and maintaining a closer relationship with all customers, to differentiate themselves from competitors by developing strategies in which brand content and giving voice to the consumer are key pieces. So, the future is in the proper management of the interaction with the user.<\/p><p>The future of any brand in the current environment passes through brand content, which serves as a tool for building segmented audiences; as well as a generator of trust, facilitator of interaction and element that influences the purchase decision.<\/p><p>In short, content allows brands to present their identity, values, personality, but also connect with the consumer in a &#8220;non-advertising&#8221; way to integrate it into the strategy of communication and brand creation.<\/p><p class=\"ah-callout\">In a few words, today more than ever, telling stories and be in permanent contact with the consumer it should be prioritized, understanding the consumer as a participant, creator and issuer of communication and brand values.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Unlock brand success in the digital age! Personalized engagement, storytelling, and content marketing are crucial as consumers now dictate brand power. Adapt your strategy.<\/p>\n","protected":false},"author":1,"featured_media":5114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":".gspb_container-id-gsbp-f1245-1,.gspb_container-id-gsbp-f1245-2{flex-direction:column;box-sizing:border-box}#gspb_container-id-gsbp-f1245-1.gspb_container>p:last-of-type,#gspb_container-id-gsbp-f1245-2.gspb_container>p:last-of-type{margin-bottom:0}#gspb_container-id-gsbp-f1245-1.gspb_container.aos-animate,#gspb_container-id-gsbp-f1245-1.gspb_container[data-gs-aos],#gspb_container-id-gsbp-f1245-2.gspb_container.aos-animate,#gspb_container-id-gsbp-f1245-2.gspb_container[data-gs-aos]{opacity:1;transform:translateZ(0)}#gspb_container-id-gsbp-f1245-1.gspb_container,#gspb_container-id-gsbp-f1245-2.gspb_container{position:relative;transition-duration:.5s;transition-timing-function:var(--gs-root-animation-easing, cubic-bezier(0.42, 0, 0.58, 1));opacity:var(--gs-root-animation-opacity, 0);transition-property:opacity,transform,filter;box-sizing:border-box}","footnotes":""},"categories":[1,86],"tags":[558,557,334,559],"republish_tag":[],"class_list":["post-1245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-product-marketing","tag-consumer-take-control","tag-corporate-communication","tag-ecommerce-consumers","tag-online-experience"],"_links":{"self":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/1245","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/comments?post=1245"}],"version-history":[{"count":1,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/1245\/revisions"}],"predecessor-version":[{"id":14392,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/posts\/1245\/revisions\/14392"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/media\/5114"}],"wp:attachment":[{"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/media?parent=1245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/categories?post=1245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/tags?post=1245"},{"taxonomy":"republish_tag","embeddable":true,"href":"https:\/\/www.aihello.com\/resources\/wp-json\/wp\/v2\/republish_tag?post=1245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}