With the advancement in technology, a host of new channels and means of communication have emerged. Also, with the introduction of messages that modern consumers receive, companies wanting to engage with customers have to try harder than ever to compete for their attention.
Without the right communication channels in place, it becomes quite challenging to align consumers with the business goals, drive innovation and break down silos.
Today, customer engagement is no easy feat and will become more difficult in the coming years. As users are now more connected, have access to product and service information, and aware of their buying choices, it’s challenging for brands to break through the noise and make an impact on retaining customers’ attention and trust.
According to Forrester, 73% of consumers use voice to contact brands, and it is still the most widely used channel. Furthermore, email is the third most commonly used communication channel among US online adults. In the past few years, email usage has risen from 56% to 58%.
The reality is that there’s no one-size-fits-all solution when it comes to growing brand recognition and connection. It’s a tedious journey that takes an incredible amount of effort, time, and attention. It requires building the company’s stature, generating successful sales and marketing strategies aligned with the market and business model, and significantly pulling the right audience and holding on to them.
Listen to Podcast on An Interview with Jonathan Shulman, Vice President, Business Development iconectiv
The most influential channel is the one that effectively delivers the message across to the receiver and it is understood exactly as the sender intended.
Communication channels help businesses build and establish their brand with customers by boosting sales and helping them understand the targeted audience’s behavior.
According to Jonathan Shulman, “businesses need a multi-channel approach to ensure they are reaching their consumers right.” Since there are various communication channels, it’s advised to have more than one channel to communicate with the consumers. This way, the target audience will have more than one customer service option, and the business will have more opportunities to strengthen relationships with their consumers.
Choosing the right communication channels for each situation is vital for the success of the business. It’s essential to respond to the consumer’s queries and take their suggestions. This can be a daunting task if there are multiple channels to handle. Therefore, a robust strategy in place can help bridge the gap between a brand and its consumers.
It’s a great idea to keep a close eye on every communication channel used in order to keep them updated regularly. Besides, it’s crucial to keep adding content every week and have an editorial calendar to make the process smoother.
It’s essential to stay up to date. Creating a daily reading routine to stay informed about the digital market’s main events will help businesses produce trending and compelling content.
The creation of the persona will enable businesses to market their product to the right audience. Also, it will help in identifying which communication channels were frequently used by their consumers. Thus, it will help companies understand where they need to be more active to address their audience.