It all comes back to the basics: know your audience, get your targeting right, get the communications mix right and you’re onto a winner.

 
 

It’s good to talk…or are we all too busy texting?

The summer surveys have arrived with a vengeance in news bulletins this week. I doubt it will take the heat off G4S, but it does give us a few other things to talk about – or should I say text about?
 
We hear today that people now text more than they talk.  Is anybody really surprised at that?  Perhaps at the rate of the increase - according to the Ofcom survey, people with mobiles now send an average of 200 texts each month; double the rate of four years ago.  And the number of calls made from mobiles is dropping.
 
The survey cites the 16 to 24 age group and the rise of the smartphone as having the most impact on the figures.  96% of people aged between 16 and 24 use text, email or social networking sites to stay in contact with friends and family rather than talking on the phone. 
 
The recent revelation that under-25s are more likely to find news via social networking sites than search engines comes as little surprise to most people, reflecting the way people who have grown up with digital technology source information and the ease with which smartphones enable them to do it.  In contrast, just 11% of over 45s use social networking sites to source news online, preferring search engines.
 
The point is; whatever survey results you read and whichever way you look at it, the way we communicate and find information is changing.  It’s easier than ever to find and communicate with people based on what interests them.
 
Don't throw away 'traditional' communication

But think about that communication carefully, and don’t just throw away ‘traditional’ communication in favour of text messaging based on the latest survey findings.  These shifts don’t mean every business should leap into a Facebook campaign – particularly if the majority of their target audience falls into the over-45 age bracket.  With more communication channels comes an even greater need for a strategic approach and careful targeting.
 
Not long ago, we received a card and a beautiful box of chocolates through the post (yes, the post!) thanking us for putting work someone’s way.  Believe me; it had far more impact on the team than a transient thank you tweet.
 
It’s easy to get distracted by new communication tools, and they certainly have their place. But really, it all comes back to the basics: know your audience, get your targeting right, get the communications mix right and you’re onto a winner.
    
 
The Partners Group

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