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Tackling the Changing Face of Technology

By Communications, Education, Marketing

As society progresses forward into using a diversity of dense communication options, it increasingly finds itself flooded with far more information then it has ever had to process previously. Not only do businesses have to contend with the expanded costs of being everywhere all the time, they have to decide which delivery method serves them best. The landscape for traditional media such as print and television are no longer the pillars of information dissemination they once were. They are being outpaced by more immediate mechanisms such as the internet and mobile devices. As fashionable as these current mediums may appear, they are not without their warts. They are the unfiltered battleground of misinformation where validity will always be in question.

To find the solution for determining where to allocate your communication efforts,  you have to know your business, know your audience, and know the limitations/success rate of your intended target technology. As much as mobile devices and social media are an option, they may not be the right one for your market. Assessing the congestion and direction of any one platform is about being informed of possible barriers that may minimize information that getting across to your intended target. The following are a few perspectives to keep in mind when evaluating where to go.

Clarity and Strength

Like a savvy speaker entertaining an anxious audience, the strength and clarity of your delivery will also have an impact on your level of success.  If your words wind strong then you will hit your target, but if you stray, then your message can lead to misinformation or misinterpretation.

 Appropriateness of Approach

Your approach in the delivery of your content can either enhance the experience or muddle the message. For example, game-ification is an ongoing trend related to interactivity. Before committing to something substantial, an assessment has to be made  to determine if it is appropriate. Jumping in and punching out a game could impact the intended message, thus having unforeseen consequences. Often the delivery of games becomes more about the tactical struggle rather than gaining clarity, or educating outcomes. It may be best to do a video or print resource.

 Know when to sell, know when to inform

There is sensationalism and there is common sense. The traditional tract with advertising is to hit your audience on the head with some extreme example of the best case or worst case scenario. Often this relies on targeting emotional triggers that elicit a response. Usually it comes down to the three basic foibles with society which are sex, greed and fear. In a saturated market, those tactics are everywhere, so the next best thing is to be authentic and tell your story outright. Focus on the benefit and importance of the message you are trying to get across, and weave an evocative story that reverberates with your audience. Tell it like it is.

 Make Best use of Available funds

It’s easy to get caught up in robust ideas that at first make sense, but then discovering that the sexy solution has a hefty price tag attached to it. An example of this is the prevalent video host. Having a talking head rattle out information does bring personification to the delivery, we are all attached to friendly faces. But often when delivering content in video, it’s not about the host. It’s about the details, and the message. If there is a substantial amount of visual content and points that need addressing, motion graphics with voice over may be the better solution. It’s far more cost effective than dropping in a host that may be more of a distraction.

The method for delivering content has never been as diverse as it is now, and it has created unique challenges that can be overcome with an informed understanding of various media opportunities. A little digging and forethought goes a long ways in getting your message out there.