“The times, they are a-changing…” sang the lyrical poet Dylan before even he had an idea how fast things would change in the future. But the future is now, and the times, well, they’re still a-changing faster than ever. Businesses are presenting themselves in a more approachable style, loosening their neckties and demystifying their messages. Huge social and market changes, the entrenchment of the global reality and universal access to the prime means of communication have caused big rethinks about how companies talk to their customers....
From the Caxton Press to the fax machine, communication has always been a top-down instrument. If the message got to those who could read, then they were the educated ones, the wealthy; the consumer. When ‘phones were first introduced, only the select few could afford them, and even the birth of email had limited reach.
But now, the democracy of the Internet has spread far and wide, and it is possible to define a target market to a few hundred square yards of Lower Manhattan or Barnsley, panning out to the surface of the planet itself. As far as the means of delivery goes, if you have a terminal, you can be targeted, located and reached. This has huge implications for the marketing message that is created. Now, the primary question is not ‘What are we saying?’ but it is more ‘Who are we talking to?’
The online environment allows companies to reach a civil engineer in Manchester and a dentist in Madrid with equal ease. Simplicity and clarity are needed for web based communication to be appreciated and understood by international and multilingual audiences from all walks of life, and a straightforward, up-front and honest message is the one that is proving to work.
There are plenty of reasons for being straightforward today: The credit crunch and recession has shaken confidence across the planet and people are losing patience with hype and overblown promises. The public doesn’t like being patronised or blinded with science by businesses, politicians or anyone else, and their levels of trust in those in power after the banking and british Political scandals of recent months are at an all-time low. But the consumer can relate to information that is honestly presented.
The Tesco slogan “every little helps” works because it is clear, simple, friendly and direct. It is a common-sense saying that creates a bond between the business and the customer. Keeping those objectives in mind is a good basis to start from in any communications project, and the writers at Brandboost have the skills and the knowledge to help.
“Because you better start swimmin' or you'll sink like a stone, For the times they are a-changin'…” as the philosopher Dylan said.