FROM GENERATING VISIBILITY TO IMPACTING BUSINESS

In 2010, hundreds of professionals from more than 30 countries agreed on the Barcelona Principles in an attempt to resolve half a century of dispute over the proper way to measure and evaluate communications. Since then, the International Association for the Measurement and Evaluation of Communications (AMEC), the association behind the agreement, has produced two new updated versions, the latest in 2020. Two updates in ten years. How many more will we see in the next ten?

Probably more. The COVID-19 pandemic has accelerated changes that had already been gestating in our post-digital society. The term “VUCA,” used to describe the volatile, uncertain, complex, and ambiguous climate we inhabit, has come to the fore more than ever. And while it was always important to be clear about our goals (as well as the appropriate metrics to guide us toward them), we need effective models that will help us create value now more than ever, given these times of instability.

How to establish value goals and metrics in an environment of uncertainty

Where are these models to be found? They have yet to be developed, but the fact is that some have already been moving in this direction. This has been the case among tech professionals and emerging business entrepreneurs, who have been adopting agile methodologies in response to changing circumstances within their markets and industries.

In this final chapter in our series on the challenges of post-digital communication, you will discover how flexible methodologies can help you in your marketing and communications planning, as well as learn about an effective way to organize your dashboard of key targets and results.