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IL PASSA-PAROLA E’ PIU’ EFFICACE DELL’ AUTOREFERENZIALITA’

Col progredire dell’utilizzo dell’ICT aumenta l’efficaca del passa-parola come strumento di comunicazione one-by-one. Il contrario avverrà se si continuerà ad investire sulla comunicazione tradizionale, basata soprattutto sull’autoreferenzialità.

Il passa-parola è comunicazione one-by-one per eccellenza.  Che si comunichi one to one o one to many sempre più si comunica one-by-one.  Supponiamo che si stia cercando di acquistare un nuovo televisore o un nuovo PC portatile, o una macchina fotografica digitale, o un elettrodomestico o una bicicletta.

I passaggi sono press’a poco i seguenti: si prende nota dei  diversi messaggi pubbicità, si fa riferimento all’esperienza personale oppure si chiedono informazioni ad un collega, oppure si chiedono informazioni ad un amico, oppure ancora ci si lascia attrarre dalle numerose comunicazioni on line che riceviamo ogni giorno. In ogni caso, la comunicazione è basata sul vissuto personale di ciascun acquirente.

Grazie al Web il passa-parola sta galoppando. Lo attestano la campagna elettorale di Barack Obama, condotta facendo leva sui supporti on line  dei fans più che sul sostegno dei partito Democratico, i cortei organizzati ogni settimana organizzati in varie regioni italiane, la diffusione dei nuovi prodotti elettronici sfornati da Macintosch, dall’Ipod all’Iphone; le crescenti vendite on line. Gli esempi potrebbero continuare.

La comunicazione tradizionale continuerà ad esistere, ma è probabile che riduca la propria efficacia. E’ come dire che ogni acquirente vedrà gli annunci, ma deciderà sulla base delle informazioni e delle esperienze che raccoglierà di volta in volta. La ragione è semplice. Aumenta sempre di più la sua autonomia di giudizio.

La comunicazione tradizionale continuerà ad essere autoreferenziale, ma  si rivolgerà sempre di più ad aziende committenti molto grandi e multinazionali. E’ inoltre probabile che si limiti ad annunciare grandi innovazioni, o a prodotti di largo consumo.

La ricerca di una sempre maggiore efficacia ddi ogni comunicazione indurrà anche ad avvalersi sempre di più di forme promozionali, molto più vicine al passa parola che non alla comunicazione tradizionale o di massa. 

In conseguenza di questa evoluzione evolvono anche le strategie di comunicazioni. Nuovi parametri entrano in gioco oltre ai tradizionali approcci creativi. Il passa parola continuerà comunque ad aumentare la propria efficacia.

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