We’re surrounded by technology that allows us to communicate across greater distances, at greater speed, and with a far larger audience than ever before. But does all this technology actually help us communicate better?
People use everything from social media and mobile phones to email and digital platforms to get their messages out. Yet seldom do they stop to consider how a message should be shaped—or whether it’s being delivered in a way the receiver can truly absorb. Effective communication must be adaptable and adapted to its audience, or it quickly becomes little more than noise.
Thanks to new technologies, sending a message is easy. Getting people to listen is not. Saying too much without meaning anything is an increasingly common problem. That’s why it’s more important than ever to present communication that is coherent, focused, and intentional. More advertising, more copy, more posts, more tweets, this isn’t what brand positioning and communication are about. Communicating well means delivering your intended message as clearly and efficiently as possible, without becoming irritating or excessive.
If you believe that cross-promotion across Twitter, Facebook, print ads, radio, television, and a website is the ultimate marketing goal, you may have mistaken activity for impact. Advertising is not the end goal. The goal is to generate business and open new markets. If your media interactions only result in more media interactions, you’ve entered a spiral of ineffective communication.
Advertising, like most things, relies on balance. Technology should help you accomplish more with less, not force you to spend more for diminishing returns. New tools can enable better communication, but never confuse more with better.
If your message feels lost in the noise, contact us, we can help you say less and mean more.
