Why is it important to choose the right channel or medium of message transfer?
|
From music streaming services to magazine mobile apps, the last few years have brought us an array of options when it comes to choosing a message’s medium. New platforms, like Vine, have even reinvented publishing categories — which, in theory, sounds great. Show
However, with more options comes more responsibility for brands. Marketers can no longer expect a clever radio tagline to reach the highly coveted Millennial — Millennials have moved on from traditional radio. Essentially, this change has not only encouraged brands to reevaluate their medium of choice, but it has created an industry-wide discussion on the importance of tailoring each message to each medium. The Importance of the Medium A journalism professor once told me, “The medium makes the message.” Although he was clearly referring to traditional news or editorials, the idea rings overwhelmingly true when creating and placing a brand’s message. Some advertising agencies know this and dedicate entire departments to choosing the right medium because they realize that the most innovative, exciting idea out there can die a painful, virtually unnoticed death if the wrong medium delivers it to the wrong audience. The secret to measuring social media ROI could be explained in an in-depth, engaging article, but if the article misses its golden audience of marketers and tech leaders, consider that groundbreaking information lost at the bottom of a search results page. Choosing the Right Medium Choosing the right medium usually boils down to these three factors, all of which should ultimately determine the best medium for a brand’s message: Audience Who are you trying to reach? This should be the most crucial factor when choosing a medium, and therefore should also be the most heavily researched. Customer personas for your target audience should be created and analyzed, meaning your team knows everything from the first social site your audience visits to the hashtags they use. For example, if your target is comprised of tech-savvy early adopters working two jobs while in college, the traditional print medium may never reach their eyes. Budget This is obvious, but it’s definitely worth thinking about. Realize that just because your marketing budget is small, your placements don’t have to be. Instead of blowing your budget on a single TV spot, aim for continuous placements in the niche publications your audience visits. Doing this will do wonders for your long-term results. Message What exactly do you want to say to your target audience? Is it a message that will still convey your values in one year? Create a mission, purpose, and goals for your brand’s message, and then decide where that message, along with its mission, purpose, and goals, will best fit. Choosing the right medium for your message happens differently for everyone. Gary Vaynerchuk, founder of VaynerMedia, argues that the medium is something your audience chooses for you. “When trying to figure out which medium or platform is right for you, I actually think that it’s not about what you decide at all — it’s about the consumer,” Vaynerchuk said. “I had never been the star of a video in my life until I recorded my first episode of ‘Wine Library TV.’ I didn’t choose for that to be my medium because it’s not about choosing. It’s about going into all of the mediums and then letting the market choose which one you’re best at.” Simply put, an increase in medium options has placed increased importance on a brand’s medium of choice. With audiences running every which way — from on-demand content to six-second videos — a brand’s method of delivery can make or break its message. Your creative team or content developers have worked hard to craft an engaging, authentic message. Don’t let that message miss its audience. John Hall is the CEO of Influence & Co., a company that helps brands build their influence. Communication is central to all meaningful collaboration and teamwork. Communication keeps a whole organization moving. There are different ways we can communicate such as written communication, verbal communication, non-verbal communication and visual communication. It is important that whatever type of communication we choose, the information needs to be conveyed effectively. Various modes or medium to transmit and receive the information is referred as “communication channels”. Number of communication channelsThere has to be a direct channel between any of the 2 people involved in a communication. The number of direct channels which can exist with “N” number of stakeholders will be “N(N-1)/2”. As the number of stakeholder increases in a team, the number of channels increases much faster. The high number of channels can make communication very complex. There are number of different types of communication channels exist as listed below:
The above channels need to identified and used effectively for achieving maximum impact and richness of information as desired. Learn more about these channels in our PMP course. The above communication channels further can be categorized as: 1. Formal channelsIt is an official way of communicating. A formal communication channel transmits information such as the goals, policies and procedures of an organization. Messages in this type of communication channel follow a chain of command. This means information flows from a manager to his subordinates and they in turn pass on the information to the next level of staff. Some examples include company newsletters, business plans, instructions, annual reports, agreements, company-wide communications, board presentations etc. 2. Informal channelsIt is also an official way of communicating, with somewhat relaxed norms. There may not be a need for a chain of command or hierarchy in this kind of communication. There will be immense official communication where such hierarchy or command is not needed, but they happen within the official framework. Some examples will include conversations on the work floor addressing queries of team members, lunch time conversations, many of the emails where formal command is not needed such as someone is seeking some quick information etc. Under the official environment, both formal and informal channels are used as needed. 3. Unofficial channelsThere exists an unofficial mode of communication as well. The employees communicate outside work environment on topics not related to work. General social, sports, political and personal communication are unofficial channels. But a manager needs to be aware about the existence of such a channel and information flowing in them. Many times rumours and gossips also provide very important information which otherwise will not be available. Conclusion We need to be aware of existence of number of available channels in a team or project. It is important to choose the right communication medium or channel for effectively communicating. Why is it important to choose the correct channel of communication for our message?The correct selection is vital to the success of a communication campaign. A basic rule of thumb in the selection of the communication channel is that the more a message needs to change behaviours and win over hearts and minds, the more it has to be delivered using a face-to-face channel.
Why are channels important in communication?Channels of communication help facilitate the flow of information throughout a company. Information that's regularly shared within a company may include: Company-wide policies and events.
Why do we have to select the right media and communication platforms in conveying messages?Choosing channels wisely can mean the difference between a message that is received and understood as intended (the goal of communication), and one that is lost in the noise or misunderstood in costly ways.
What is the medium or channel used in delivery the message?The channel is the means used to convey the message. Most channels are either oral or written, but currently visual channels are becoming more common as technology expands. Common channels include the telephone and a variety of written forms such as memos, letters, and reports.
|
