{"id":275,"date":"2018-04-27T15:22:40","date_gmt":"2018-04-27T13:22:40","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=275"},"modified":"2024-10-30T09:45:23","modified_gmt":"2024-10-30T08:45:23","slug":"communication-channels-find-your-way","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/communication-channels-find-your-way\/","title":{"rendered":"Media or Non Media: Your A-Z Guide to Communication Channels"},"content":{"rendered":"

For a company that wishes to launch a new product, or for a new company seeking notoriety, you’ve simply got to communicate. To use the jargon; your options for getting your message out there<\/strong> are media and non-traditional (non media) channels<\/em>.<\/p>\n

However, communication is a whole art, a whole universe. Given what is at stake, it is important to know how to convey your messages to the right people through the right means<\/strong>: the famous communication channels.<\/em> But what is the difference? Which is the most effective? For beginners, it can be very easy to feel lost. So read on.<\/p>\n

Determine Your Communication Channel<\/h2>\n

Definition of a Communication Channel<\/h3>\n

In marketing, a communication channel is an approach used by a company to disseminate or exchange information<\/em>. In other words, it is the system through which the message was sent in order to reach its target.<\/p>\n

Identifying the Target Audience<\/h3>\n

\"target<\/p>\n

Before even thinking about a communication channel, a company must first determine its target audience<\/strong>. Are they young people, active women, seniors\u2026 and once you have that clear, you can choose a channel along with its related action plans.<\/p>\n

One thing that is crystal clear is that the same strategy does not work for every target group<\/strong>. To facilitate this, it is recommended to create a communication map<\/strong>, i.e. a description of the target audiences with a list of the communication channels likely to interest them, in order to determine the best medium.<\/p>\n

Establishing a crossover table<\/strong> between the target audience each communication channel is also possible and can be a very useful tool.<\/p>\n

Determining Where to Communicate<\/h3>\n

Depending on the target audience, the place of communication differs.<\/p>\n

Schools and universities are undoubtedly the perfect places to raise student awareness. In order to capture working people, businesses, restaurants and public transportation are amongst the best places to find this niche of people. Or a less formal approach can also be used through social networks, shopping malls, etc.<\/p>\n

Obviously, the nature of the message or campaign must be taken into account<\/strong>.<\/p>\n

In brief, identifying the real or virtual location and the precise moment when you are most likely to meet as many of your target audience as possible is key to your media strategy. If you’re looking for a photo studio London<\/a><\/strong> to enhance your message visually, choosing the right location is essential.<\/p>\n

Budgeting Your Communication<\/h3>\n

Communication, whether through media or non media channels, always involves budgetary constraints.<\/p>\n

So before embarking on a campaign, it’s essential to ask yourself:<\/p>\n

\n

\u201cDo I have the financial means to support this campaign<\/strong> via the selected communication channels?”<\/p>\n<\/blockquote>\n

If the answer is no, then cheaper communication channels should be sought. Seeking outside support<\/a> is another avenue to explore.<\/p>\n

Media Channels<\/h2>\n

What Is Communication via Media Channels?<\/h3>\n

Before the democratization of the Internet (i.e. the ’90s), communication via the media was aimed globally at a group of people sharing the same interests. The most common means were the <\/strong>press, billboards, cinema, television, and radio<\/strong><\/a>.\u00a0\u00a0<\/strong><\/p>\n

These were and are still referred to today as non traditional advertising<\/strong> mediums.<\/p>\n

Nowadays, the web offers the possibility to personalize communication in media form.\u00a0 <\/strong>For example, some companies are looking for product launch email inspiration<\/a>\u00a0if they are deciding to send personal notes directly in email boxes via email marketing<\/a> to announce a product launch, on social networks\u2026 The success is such that it has become the sixth advertising medium, and by far the most effective.<\/p>\n

Traditional Media Channels<\/h3>\n

Print Media<\/strong><\/h4>\n

\"printAlthough increasingly abandoned in favour of digital media<\/a>, the written press<\/em> is still used by a good number of companies for their advertising campaigns alongside current news.<\/p>\n

Convenience and accessibility<\/strong> are the main reasons, especially for older generations who have little or no understanding of how the Internet works, or those who do not have access to the web. By targeting a specific audience, newspapers, magazines, and journals remain very effective.<\/p>\n

It is the best way to support a B2B communication, product launch, or an event closely affecting a company<\/strong>.<\/p>\n

Radio<\/strong><\/h4>\n

With audio content that is booming<\/a> at the moment, being heard on the radio is valuable no matter the channel<\/strong>. Just like with any means, it is important to know how far you want your message to be heard.<\/p>\n

Companies can use both national and regional radio to achieve their objectives. This a great example of geographic targeting in communication <\/strong>– where different content or ads are offered to consumers based on their location<\/em>. It’s a concept common to the age of being ‘online’, but one that’s actually been around for decades in more traditional media.<\/p>\n

Event announcements, product launches\u2026 in short all local actions can be conveyed via radio<\/strong>, and due to its local flavor, can have a great impact and ROI, when used in conjunction with the right product.<\/p>\n

Unfortunately, the negative point remains the absence of images, which means that the public may quickly forget what they have heard if the word has not been particularly striking. That’s why they make those jingles that stick in your head! To take an<\/strong> example you almost certainly know:<\/strong><\/p>\n