Channel hopping

When we look back at the marketing and communication channels open to us 20 years ago, it’s astonishing to think how far technology has come.

In the mid-1990s, the digital age was just commencing. Many businesses and households had a computer resembling a small shed, and had to endure the painful process of dial-up internet connection, which not only seemed to take an age, but was also costly. The internet was in its infancy and the digital world that is now at our fingertips, would have seemed impossible back then. Mobile phones were the size of house bricks, and there was no such thing as a colour screen, let alone internet connection, download or camera facilities. And yet that was only 20 years ago!

Nowadays, there are so many communication channels available to us, including old fashioned methods such as telephone calls, letters or printed brochures, to new-age technology like social media, emails, podcasts and webinars. It’s important to remember that there’s a world of possibilities out there – time doesn’t stand still, and neither should your business. Try out new communication methods to see what your clients make of them, or ask your clients what their communication preferences are. Who better to tell you what they want than the clients themselves?

However, to add a note of caution… keep in mind that some methods may be quick and cheap, but they may only reach a limited audience, the same limited audience each time.

Consider your audience(s) and what methods of communication they will respond to best. Some may prefer an email, as they can read it on-the-move via hand-held technology at their own convenience, others will just delete and never read. Equally, others will respond best to social media updates, as they are short, sharp and to the point, allowing them to get the main messages and not be bogged down with tons of information. Some will prefer something delivered to their home or business, that shows the personal touch and allows them to have a physical document to read and digest, and refer to later.

Just be sure that you don’t operate under your own preferences and whatever is most convenient for you. It’s your clients that matter and if you don’t get it right, they may go elsewhere.

By Rachael Haley