This is not at all easy if you consider the number of messages each user is subjected to every day. The second characteristic is that communications must be engaging, that is, it must be able to capture the attention of the user in an effective and prolonged manner. This means that when a company decides to communicate with its customers, it must do so knowing that the message will be viewed using a tool that, however, follows people everywhere (with all that it implies in terms of timing).
To support this transformation, we can identify some specific characteristics that corporate communication must have to be effective.įirst of all, the first trend on which the new communication with customers is based is mobile: mobile devices, in fact, are increasingly used by people both as a pastime and as tools to perform a wide range of actions (purchasing goods or services, seeking information, asking for advice, etc.). In a previous post we saw how customer communication is evolving according to certain trends, all of which aim to put the customer at the center of companies’ marketing strategies, for businesses of all types. How communication is changing: the characteristics of a strategic lever
However, before we look at what multichannel communication means and how to achieve it in practice, let’s take a step back to understand the context where we are operating today. It is actually a way of imagining and building the business and services, which also reflects on the relationship to establish with your customers, present or future.
Multichannel communication is an objective that all companies must pursue over the short and medium term in order to be competitive and, above all, to live up to the expectations and needs of customers.Īfter all, multichannel is not a feature that is limited to communication.