Impact of Our Communication Choices and How They Will Influence the Future of Marketing

Advancements in communication have narrowed the world and almost completely bridged gaps between people. Today, we use a myriad of different ways to interact with each other. We can talk to anyone at any time through an array of channels. This technological progress will greatly influence the future of marketing.

And we must do the same when we market and promote our products. We must reach out to potential customers in any way that we can, and as often as we can. We have many options before us, and we must utilize them to the maximum.

Previously, audience segmentation based on demographics was enough to cover a certain range of products. Now, consideration of physiographic factors is important as well.

Our personal preferences also underline our adopted promotional and communication strategies because generally, we’ll use those media that we like and are comfortable with.

Nowadays, choosing appropriate processes for interacting with and engaging clients depends on our individual personality and lifestyle. We have the ability to create customized advertisements for every single person. How can we use this advantage to devise a marketing strategy that enables business growth?

The answer is to CARE.

We must be interested in our clients. We must know more about them in order to offer a product that not only solves their problem but also elevates their experience with its sheer simplicity in terms of usability and provided benefits.

We should solve our clients’ problems and give them more of what they want. While doing so, we shouldn’t expect anything in return, at least in the short term. Unmet expectations lead to disappointment, so we shouldn’t anticipate results too soon.

We need to communicate with our clients on both a personal and professional level. Client satisfaction often depends on factors that may not be instantly apparent to us. Only when we interact with them can we really understand the underlying problems and the challenges that they face. If we get in their shoes, we can start to understand how we can benefit them.

Communicating with Clients Effectively

The first step of any strategy that aims to promote communication is to build awareness. Boosting potential clients’ awareness is founded on understanding your audience, crafting an effective message, tracking the results, and making changes accordingly so as to optimize that message.

?            Appeal to the desires of your target audience. Understand what would make them choose your products and what they potentially dislike.

?            Figure out a unique selling proposition (USP) and highlight it when communicating with your target audience and marketing your products. Your USP must be compelling enough to generate a response.

?            Ensure that all messages are consistent regardless of the channels. But do diversify in terms of content.

All this being said, why put in all these efforts?

Well, because it leads to a better and more consistent brand experience that generates higher revenues. And ultimately, because we want our marketing strategies to be successful, moving forward into the future.

Thank you for reading, I would appreciate hearing your thought on this.

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Davide Scalia is the CEO & Founder of Namaka Consulting, with over 15 years of experience in the Marine Industry and over 10 years’ experience in Strategic Business Development, helping over 500 businesses to clarify what to do next to build the Brand, how to increase sales, giving new ideas to obtain exponential Business Growth.

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