The most common misperception of marketing communications is that it’s a one-way street. You design an ad - you’re done. Design a brochure - that’s it. Now this article isn’t about analytics. Any marketer worth anything measures the effectiveness of their programs. No, I’m talking about the communication itself.
If I go up to someone and say hi, I expect some visual or audible acknowledgement in return. In communications, we call that a “minimal encourage”. I’ve opened up a conversation and even if it’s just a smile or nod, the two of us have communicated. We are no longer strangers. Why then don’t we think the same thing about our marketing communications? Obviously when you put an ad in a magazine it’s hard to see that nod or smile, but as communicators, we should know that it’s happening. It was after all, the goal of the communication.
It gets easier when we talk about online marketing. What’s surprising though is how many companies don’t get marcom right in this media either. Facebook is a powerful communication tool that is too often used as a one-way street. Posting is great but it’s just the start of the conversation. It’s like the guy who asks you how you are but doesn’t stick around for the answer. If you are going to post on Facebook or send out Tweets or use any of the other social media channels, you have to participate in the resulting conversation.
