Communication channels vary greatly by industry. Even within a particular industry, communication can occur in different ways (i.e., social media vs. email). This blog post will discuss the top marketing communication channels:
- Social Media
- SMS text messages
- Direct Mail
- Blogs
There is no one perfect channel; each channel has its own set of pros and cons. Some channels may be better than others for a particular brand or product, depending on the target audience or industry. The top marketing communication channels are constantly changing and evolving. Having a strong digital presence is important for any 21st-century brand to stay competitive in today’s marketplace. That being said, it is difficult to say which digital platform(s) will be the most effective in the future.
Social Media (SM)
In its infancy, SM was a great channel for content creators. Organic reach allowed companies to communicate with a broad audience quickly and effectively. However, in the quest for monetization most SM platforms are now reliant on advertising revenue for their profits. Therefore, the platforms have made changes to encourage content creators to pay for advertising.
SMS text messages
SMS text messaging is on the rise due to its low cost and high engagement. SMS allows brands to easily communicate with their consumers at any time and place. SMS messages are very easy to customize, so they can be personalized for each individual consumer. In addition, the messages can be sent quickly. Some companies even specialize in providing SMS services to specific industries, for example, Tatango offers services specifically for non-profits.
Email is still the most preferred form of communication for global brands. Email allows marketers to build situational awareness and provide real-time responses without becoming distracted by other forms of communication (e.g., social media). According to a study by ExactTarget and Radicati Group, nearly 100% of global brands attribute their email marketing success to having a well-defined segmentation strategy.
Direct Mail
Direct Mail is a highly effective communication channel, but it is also one of the most expensive ones. Going out to customers and actively communicating with them rather than using digital or social media channels is rarer in 2022. However, if you want your brand to be visible and memorable, direct mail could be one of the best options for you. According to a recent survey by Direct Marketing Association (DMA), 40% of people still open their physical mail daily. To send an effective direct mail campaign A strong visual appeal is critical; otherwise, direct mail campaigns are likely to end up in the trash can.
Blogs
Blogs are great for long-term, brand-building campaigns. Blogs can be used to create a personality that is authentic and genuine, which helps establish trust in your brand. Not only do blogs attract visitors, but people read them more often than any other form of content. Lastly, blogs provide a place for consumers to interact with the brand.
Communication is a natural process in all human interactions. It is important to understand which channels work best for each industry and brand.
