TheMarketingSite.com

Knowledge Library

The Key to fast and effective communications

Advertising and Promotion

By Rick Grantham

The current business environment demands that companies be ready to communicate. Disaster can strike at any point and a crisis communication strategy will be of no use if the company doesn't have relevant and up-to-date tools to implement it. News of big corporation's stock prices plummeting and threats of labour unrest have become commonplace.

It was with challenges of this nature in mind that Global Access came up with the brand proposition "Start Something".  The idea was to break boundaries through technology that had the ability to reach your audience regardless of geographical location, making the communication process easier and faster. There was also the need for interactivity as part of the strategy was to move beyond one-way communication to a more interactive model.

Instant communication with a mass reach across an organisation has the ability to speedily allay fears and inform management at all levels about what is going on in a business. Recently, a number of Global Access clients have used corporate television to manage change resulting from the current economic climate. A difficult situation need not escalate into a crisis because key management has been rendered ineffective by lack of information and employees are left in the dark.

Mining and banking are some of the industries that must be able to reach key management and employees quickly when a difficult situation flares up. Communication in such instances becomes easier and more efficient with tools such as corporate television. Stakeholders simply tune in from their base and receive a brief from the CEO. With time and spatial limitations removed, regional managers can pose questions to the CEO and be able to communicate the correct messages to their subordinates. It doesn't always have to be bad news that travels fast. Good news such as bumper sales, awards and other achievements can also be shared via internal broadcast platforms.

Companies can also use digital media as an internal marketing tool to get internal buy-in for new strategies, products and business processes. Changes in strategic direction must be clearly explained to all stakeholders within a company. "Change management efforts can succeed or fail based on communications," says Dr. AJ Schuler, an expert in leadership and organisational change.

Products and other IP in the research and development phase can also be vetted by staff, and the process can be facilitated via simple internal communications technology. Furthermore, new business processes can be instantaneously explained to all individuals within a company. The current economic downturn has certainly raised fears of job losses. Timely communication to staff will keep staff informed and reduce the impact of the often dangerous grapevine. If it is a fact that retrenchments are on the cards, it's only fair that management communicate this clearly and with empathy. Digital media such as corporate TV, streaming video and various mobile applications assist in disseminating the information speedily and accurately, while maintaining the 'personal' and immediate aspects of face-to-face communication.

Corporate TV solutions can either use Global Access' highly accessible private channel on DStv, or using a longer term view, one can install a dedicated network which can also support client communication and in-store advertising needs.

Share The Knowledge
The Future Of Advertising

Advertising and Promotion

Net#work BBDO and Sinister Studio’s are applying technology to advertising in ways that have never been seen before.

Share The Knowledge
Breaking our attachment to traditional advertising

Advertising and Promotion

The idea that brands are underspending in digital is a common assumption that needs to be tested. Some brands are already spending a huge portion of their marketing budget in digital, and this is growing

Share The Knowledge
Why Ad Blocking Isn’t the End of the World

Advertising and Promotion

The industry as of late has been abuzz with the pending ad blocking apocalypse. Reactions have been mixed: some publishers are indifferent while others think the sky is falling. However, publishers shouldn’t panic just yet. This latest round of ad blocking doesn’t spell the end of the digital advertising world.

Share The Knowledge
Content, Content, Content

Advertising and Promotion

Do people pay attention to ads anymore? I seriously doubt it! We have seen the average click through rates on digital banners decreasing by more than 60% in the past ten years and ever more declining day-after recall rates for TV advertising.

Share The Knowledge
Effective marketing is as simple as EMM

Advertising and Promotion

Effective marketing is becoming more and more of a challenge these days, because the customer is well-informed, interacts through multiple channels, uses their peers as a primary information source and wants the best customer experience possible.

Share The Knowledge