Charles Darwin in his book “The Origin of Species” explained that it is not the strongest or most intelligent species that survive, but rather those that adapt to change the fastest. If we substitute species for business, we will have a fixed picture of the current environment that organizations face in all facets, but specifically in communication.
The truth is that society, technology and communication in the company are in a race to the bottom with the aim of reaching digital transformation in business management on time. From the production process, through communication and ending in the sales processes. Buying and selling habits have changed. Therefore, people and their businesses must adapt to the new needs that have arisen with digitization, an infinite process that we must turn into a habit, the new digital habit.
The figure of the communication director has been consolidating for some time as the lever of change for companies and organizations. And I include in this space the associations and entities that need to communicate anything without complexes, and that are the vast majority.
For this reason, it is necessary to renew the processes that allow the development of new modes of action and interaction with technology and only in this way can we survive in this transformative era where the generation of opportunities comes from making the most of the changes that occur in the environment. In times of disruption, we must see any transformation as a huge advantage to change processes and improve our results.
The tangible fact of having more solvency or the best product or service does not exempt us from the risk of disappearing. It doesn’t matter if you’re big or small. Companies and organizations have to adapt to changing behavior in society. The only way to survive is to become a digital company, in which software is a fundamental part of all our processes. Measuring, measuring and measuring is the only way to know what works and that we are on the right track.
And it is in that part of the measurement where the Dircom must equip itself with elements that allow it to have contrasted information to establish the best strategies to build the company’s reputation.
Why is digital Darwinism fundamental in our communication?
An example of the speed of this digital transformation is the particular bet of Mark Zuckerberg, where it seems that the metaverse will inevitably be the next great digital leap that we take in the coming years. As we know, it is a highly interactive virtual world where we will interact through avatars and we will be able to acquire all kinds of products and hire different services.
Make new friends anywhere on the planet, create assets or organize or attend different types of events, among many other things. And all this in a purely virtual environment. New metaverse communication roles will emerge for which we will have to train, storytellers, event organizers or metaverse communication and marketing specialists, among others.
We are used to answering questions and communicating with any part of the world instantly. We can buy at any time, from anywhere, solve doubts about our services and products, consult other users, give opinions, and many more actions. Something that forces us not to lower our guard and integrate digital transformation into our Dircom DNA.