Por Víctor Acero – Group Manager. He releído el artículo de Vicente Verdú en El País “La crisis nos puede salvar” y me ha llevado hasta una definición de crisis que me parece muy oportuna también para explicar la revolución digital.
La descripción es del sociólogo francés Edgar Morin que afirmaba que una crisis se desarrolla a partir de dos factores, un factor revelador que nos muestra una realidad que no conocíamos, y un factor realizador que es el desencadenante de un movimiento de fuerzas de transformación. Estas fuerzas de son las que proporcionan el momento decisivo para el cambio, la innovación y la creatividad.
Ya he hablado antes en mi blog de la importancia de concentrarnos en las fuerzas que están detrás, o debajo, de los nuevos movimientos sociales espontáneos. Lo decisivo es descubrir las claves sociales, económicas o culturales que están transformando la comunicación y el marketing, por centrarnos solo en lo que compete a este blog. En un momento de revolución tecnológica y de cambio (crisis) como el actual nuestra atención no debería despistarse con las tecnologías emergentes sino centrarse en las fuerzas emergentes que las mueven y que las dominan. Lo importante no son las olas sino comprender la lógica que las empuja.
Resulta además que precisamente este momento es ideal para desvelar esas claves. Las crisis son momentos de máxima tensión que ponen al descubierto las costuras y los andamiajes de la forma más cruda y directa. El reto y la dificultad estriban en saber ver esas estructuras y comprender cómo funcionan para poder adaptarnos y utilizarlas para construir nuevas cosas.
De nuevo, para adaptarse al cambio, para sobrevivir a la crisis, para vivir con la crisis y para aprovecharla hay que buscar tiempo y herramientas para entender esos movimientos de transformación. Definirlos y comprenderlos será, es, imprescindible para navegar en ellos y realizar los cambios personales (de mentalidad) o colectivos (de organización) que sean necesarios. En el caso de la comunicación y el marketing es mejor que sus responsables asimilen y comprendan cuanto antes la nueva posición (y disposición) de la gente a la hora de participar en la comunicación con las marcas o con las empresas, no como mero receptor de mensajes sino como verdadero protagonista de la misma. Más aún, como controlador de la comunicación. Y con quien tiene el control de la comunicación es mejor entenderse bien y relacionarse mejor.
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