Speed and Multi-media: the two characteristics of digital communications that are in constant evolution
Sustainability. A simple word that in reality describes the complex dynamics of an essentially new market, one made up of socially and environmentally attentive consumers and companies. New ways of life have changed purchasing behaviors: people are concerned not only about price and quality, but also about product choice. At the same time, many companies have understood the importance of making ethical and respectful choices. In a way, they’ve discovered a “social role” and a new way they can participate in the socio-economic fabric of the country.
The market is changing, and consequently, digital communications are changing as well. Companies must communicate to a mixed target, one that needs immediate information in order to orient itself and make choices, both in life and in business. To learn more about this concept, we interviewed Enea Roveda, administrative representative of LifeGate. We asked him to describe the first 15 years of his company, that for years has been the reference point for digital communications and marketing for sustainability.
What are Lifegate’s digital communications objectives?
LifeGate was born in 2000 with the objective of revealing a new lifestyle that was beginning to form. Today that sustainable and just style has become a necessity, and more individuals are realizing the importance of living in complete respect for people and the planet. LifeGate began its communication activities from a paper magazine and a FM radio.
LifeGate quickly moved from a unidirectional informational transfer of data to a permanent, two-directional dialogue.
In the years of technological evolution, LifeGate saw an unstoppable growth of digital, followed immediately by the explosion of Social Media and Mobile. You can say that even digital communications is going in the direction of greater sustainability. LifeGate quickly moved from a unidirectional informational transfer of data to a permanent, two-directional dialogue. Today people and companies converse between themselves continuously. What happened to LifeGate was a change in roles.
At first, LifeGate strived to simply raise awareness. Now they share information and detailed studies on themes regarding sustainability. Communications have changed: today it’s all about dialogue.
Dialogue that wants to convey transparency and respect for the planet, the employees and the shareholders.
In this period of change, what is the role of content?
It has a very important role, because it permits the establishment of an open, transparent and rich conversation with the 5 million people that make up our community.
In addition, there are 12 million people who are attentive to price when they have to purchase a sustainable product. This information comes from the “First National Observation on Sustainable Living,” published last May. From this article arises the fundamental importance of content, both for LifeGate and other companies that need to demonstrate their dedication to a public that is continuously more attentive and demanding.
Attentive, demanding, and continuously evolving. How has the public changed in the last few years?
Today more than ever there needs to be thorough and concrete studies on important themes such as health, environment, and sustainable mobility. It’s also important to touch upon themes like social equality with fresh and immediate news. Not many media platforms in Italy do this. That’s why the quality of the content is fundamental in order to satisfy this target.
How has LifeGate’s content changed, and how has technology supported this evolution?
The reader needs fast digital communication with rapid input and multimedia. This is why our content is continuously becoming more interactive: our content includes more photo galleries and videos, and it’s fully compatible with smartphones and gadgets. In the last few years, LifeGate has continuously differentiated the content for people and for companies, two targets with very different needs.
We’ve proposed the goal to grow our online community, and for this reason, the content that was once part of the paper magazine has been progressively moved to the website. Today our most immediate goals are to double our community to 10 million users and extend our services to this new target (with a B2C prospective in mind.)