“If there is no emotion, there is no success in communication!” – an Interview for the portal Marketing Network


Tanja Tatomirović (@ Lavche73), communicologist, author of the book on fascist radio propaganda and coordinator for communications at Microsoft in Serbia and the region, explains for Marketing Network whether the new technologies are to be considered an “ally” or an “adversary” to the companies and what it means to “be a complete person “on the Twitter.


Tanja MMreza

In which way, to your opinion, have the new technologies changed the corporate communication? Are the new technologies to be considered as an “ally” or an “adversary” to the companies, when we talk about communication?
Digital media and technology innovation are both opportunities and challenges. New technologies make easier, faster, clearer communication with the feedback information. The new, so called “participatory” media such as the social networks tend to thrive in an elaborative, organized systems of expression and there lies the great benefit of technology. It is up to the companies to use it in the best possible way. Perhaps the extremely rapid change is the only challenge, which our society (proved to be immature to deal with), destroy even before their purpose and the potential use is understood. Normally, there are bright examples directed towards the positive development of society, improving the quality of life, without depriving its spirit by technology.

What would you consider “to be a complete person” on the Twitter? Why do you believe that the Twitter “does not live the life to the fullest” in the region?
Following some research and exploring the subject by myself, I could say that “to live the life to the fullest” in the case of the Twitter means education. What is the Twitter, and not only the Twitter, its methods and purpose of usage, all that is necessary to know, in order to use the corresponding platform to the maximum. But the possibilities of the Internet are immeasurable, so every user creates a personal “line” and communicates according to the level of personal literacy. The complete person on the Twitter is someone who has the audience and is capable of involving others in the dialogue, someone who gets the feedback, even provoke the storm… All that, regardless of the fact who may constutite such audience.

What trends can we expect by the end of the year when we talk about digital communication?
Digital communication is something that began as fun and become a part of popular culture of contemporary society and part of the usual course of business. Communication on digital channels, without additional effort or integrated campaigns and broader strategy, enables interaction, but not necessarily the audience feedback of equal intense, who may click on the content, or expand the information, but may not buy the product or get to the event only because the content communicated on the social network is likeable and appealing as presented on the social network or another digital channel of communication. Social networking is, simply, the amplification of emotional reactions towards the institution or company that handles the communication with the audience on these networks. If there is no emotion, there is no success in communication. Then everything begins and ends at the level of simple clicks.
The domestic market, with minimal exceptions, is generally based on either “copying the international trends” or on a single (the “one and only”) model of communication on the social networks. The mere copying would not always lead to the desired results.
Today everybody deals with “digital communication”, without adequate knowledge or proper education concerning the either aspect of the term: the “digital”, or the “communicational”. However, the internet is the “free territory” and the available filters on the social networks are merely the “Hungarian wall.” I still believe that the “digital gurus” would be able to jump over any wall, including the mentioned “Hungarian wall”, just by the force of the innovation, in the true meaning of the word.

You are employed in a large global company, which operates worldwide. Why do you think that Serbia and the countries in the region still “make unsure steps” in terms of the application of communication trends? Why do you think that there is a lack of experimenting?
The issue of the “lack of experimenting” is actually related to the question “who is older – the chicken or the egg” or who is to “blame” for the poor media scene – “the media or the audience.” So, we may ask – who is to blame for the lack of innovation – the audience or the digital agencies and companies? The audience is still immature, although the social networks, the blogs and all that “digital scene” is not of short life and is not new to us. However, the digital communication and the communication in general, should not be “playing it safe” and go only for the “safe options” – the well known questions and answers. It must evolve and capitalize on the opportunities of development of the social networks in order to reach more information about the customers and their preferences, to learn more from them, to have them surprised, shocked, inspiring them or simply leading them to the goal. Such communication management on the social media means not only to connect, but also to bring the audience to a new level of engagement, which is based on the direct dialogue and transparent relationship. We cannot, although we still do, use the digital communication capabilities as the mere “digital bulletin boards” and for the simple expression of undefined emotions through the use of the “like”, the “share” or the “sticker”.
Traditionalists and innovators have opposing views on how fast one should rush into a new digital world. In addition, the traditionalists rightly consider its profitability. They want the concrete action, as opposed to the mere interaction with the audience, which does not affect the current financial profit, but only affects their imagin in public and support for the strategy in the long run. However, the long-term strategy, in the turbulent socio-economic circumstances, such as ours, is of highly questionable benefit.

How would you describe the current state of the digital scene in Serbia?
#immaturity #monotony #billboard #unoriginality #fear, on one hand. And #ability #education #originality #courage, on the other hand. That’s it! Your position definitely matters, i.e., to which “side” you actually belong.

Author: Ivana Parčetić Mitić
Published: 23rd June 2015 – Marketing Network Portal