Andrea Vilallonga led a session with the Tech Show Madrid team in which she discussed the role of communication in creating an impact, connecting with others, and consciously influencing the professional environment.

In a world where brands compete to capture attention, build trust, and forge lasting relationships with their customers, the way we communicate has become a strategic factor. It’s not just about conveying information; it’s about ensuring that a message is understood, remembered, and capable of eliciting a response.

With this idea as a starting point, Andrea Vilallonga, an expert in communication and impact, recently visited the Tech Show Madrid team to lead a session focused on reflecting on the role of influential communication in the professional sphere.

During the event, Vilallonga discussed the importance of communicating with purpose, tailoring the message to the listener, and being mindful of the impact that words, tone, attitude, presence, and appearance have in any interaction. This perspective is particularly relevant in sectors such as e-commerce, digital marketing, and retail, where customer relationships are built through multiple touchpoints and where every message can influence how a brand is perceived.

One of the highlights of the session was an activity in which the participants themselves reflected on how they perceived themselves and how they might be perceived by others. Through this exercise, Vilallonga brought up an idea that is particularly useful in any professional setting: we don’t always communicate exactly what we think we’re communicating.

Physical appearance, the way someone dresses, their energy, their gestures, or the way they occupy space can create a first impression even before a conversation begins. Each person’s appearance can convey different strengths, but it can also trigger certain initial perceptions that do not always align with a person’s actual personality, intentions, or abilities.

Recognizing this gap between identity and perception is key to improving effective communication. The goal of this awareness is not to change who we are, but to understand what we project, how others interpret it, and how we can adjust our communication so that the message comes across more clearly and aligns with our purpose.

This point is particularly relevant in an environment where the relationship between brands and customers is built through multiple channels, formats, and touchpoints. In e-commerce, retail, and digital marketing, a brand’s perception depends not only on its value proposition but also on the consistency of its messaging in every interaction—from a campaign to a sales conversation, a customer service response, or an in-person experience at an event.

In this context, effective communication requires tailoring the message without compromising consistency. Each channel has its own conventions, pace, and expectations, but the brand must maintain a recognizable identity across all of them. The way a brand addresses a customer, responds to an inquiry, presents a solution, or engages with a digital community can reinforce—or undermine—the trust it has built.

Listening also plays a central role in this form of communication. In industries where response speed and operational efficiency are becoming increasingly important, listening carefully allows us to better interpret customer needs, avoid generic, one-size-fits-all responses, and build more meaningful interactions. For companies, this means understanding communication not just as the transmission of messages, but as a tool for identifying expectations, building trust, and improving relationships with their audiences.

Effective communication also involves maintaining consistency between the brand and customer service. A company may build a relatable, innovative, or premium brand identity through its campaigns, but that perception can be undermined if the subsequent customer experience isn’t aligned with that same tone. That’s why ensuring that all teams communicate effectively is essential for building trust and consistency.

In this regard, the session also provided an opportunity to reflect on the importance of internal communication as the foundation for creating a better external experience. Teams that communicate more clearly, share information in a more organized manner, and foster collaborative conversations across departments can convey more consistent messages to customers, partners, and communities.

Another key point is the role of nonverbal communication in both in-person and digital settings. Posture, facial expressions, eye contact, tone of voice, and the way you speak up in a meeting all convey meaning. At events, business meetings, presentations, video calls, or client meetings, these elements can either reinforce or undermine the message you’re trying to convey.

For all these reasons, communication should not be viewed as a secondary skill, but rather as a strategic competency for sales teams, marketing managers, project leaders, and professionals who interact directly with customers or communities. Better communication leads to better sales, better coordination, better leadership, and stronger relationships.

Effective communication is not just about persuasion; it’s about building connection, credibility, and trust. In a digital landscape characterized by content overload, immediacy, and competition for attention, brands need to communicate more clearly, consistently, and relevantly in order to stand out and build more meaningful relationships with their audiences.

In this regard, Andrea Vilallonga’s visit has sparked a discussion about the value of communication skills at a time when technology, data, and automation are central to business transformation. Because, even in the most digital environments, the ability to influence, connect, and build trust remains a key differentiator.

From eShow Madrid, this vision addresses some of the major challenges currently facing brands and digital commerce professionals: capturing attention in a saturated environment, building stronger relationships with customers, communicating in a more meaningful way, and creating value at every touchpoint.

All of this is part of the discussions that will take place at Tech Show Madrid, to be held on November 4 and 5, 2026, at IFEMA Madrid. The meeting place for professionals, companies, and experts looking to learn about the strategies, tools, and solutions that are transforming e-commerce, digital marketing, and technology applied to digital business in Spain.