Când ne gândim la canalele de comunicare potrivite unui brand, nu trebuie să omitem întreg procesul comunicării. Acesta pleacă de la un receptor, care emite un mesaj printr-un mijloc de comunicare către un receptor și produce un efect.
Oricine ar fi emițătorul și orice mesaj ar transmite, acestea va folosi întotdeauna un canal de comunicare și va opta pentru cel mai scurt și simplu mijloc de a ajunge la receptor și de a produce un efect – în cazul nostru, creșterea reputației brandului tău și un trend ascendent al câștigurilor.
Până la urmă, canalele de comunicare, căci despre ele este vorba astăzi, sunt căi publice sau private amplasate pe diferite suporturi prin care mesajul tău ajunge la un public.
Canalele publice sunt mass-media (televiziune, internet, radio, presă scrisă) și sunt accesibile oricui.
Canalele private, în schimb, sunt destinate unui grup ales de indivizi.
De cele mai multe ori, poți controla mesajul transmis prin difuzarea acestuia în starea în care a fost creat, însă acesta poate evolua și necontrolat atunci când optezi spre un comunicat de presă sau spre o știre informativă care a fost deformată.
Canalul de comunicare este ales ținând cont de:
13% dintre români își petrec timpul liber alături de familie – fac plimbări în parc, în natură și aer liber, merg la parcurile de distracții sau la ștrand.
47%dintre ei spun că atunci când au timp liber evadează într-o vacanță.
96% dintre români spun că își petrec timpul liber la TV.
77% dintre românii care folosesc internetul o fac pentru rețelele de socializare, 75% folosesc mesajele instant (Messenger, WhatsAPP, Viber), 71% comunică prin email. 61% urmăresc online programe TV, clipuri video sau filme și 52% joacă jocuri online.
În 2018, românii au comandat produse de pe internet între 210 lei (mobile) și 243 lei (desktop) – mai multe date statistice aici.
De ce sunt importante aceste cifre? Tocmai pentru că ai nevoie să știi unde își petrec oamenii cel mai mult timp și să mergi spre ei cu mesajul tău.
Dacă privim mai atent datele demografice generate de Facebook în România, aflăm că 26,83% dintre cei 9.6 M de utilizatori au vârsta între 25 – 34 ani, 21,47% 18 – 24 ani, iar 21,5% 35 – 44 ani.
Raportul sexelor este egal, conform Facebrands, 68% dintre aceștia fiind căsătoriți și doar 22,60% singuri.
Datele enunțate mai sus sunt doar un exemplu de care puteți ține cont în judecarea alegerii canalului de comunicare. Iar ca să simplificăm puțin lucrurile, iată 5 întrebări la care trebuie să răspunzi înainte să alegi un canal:
Nu trebuie să alegi un canal de comunicare doar pentru că este la modă. Cu toate acestea, poți să experimentezi și să încerci diverse lucruri pentru că dinamica din acest domeniu este accelerată și este posibil ca ce vei face azi, mâine să nu mai aibă nici o valoare.
Dacă ești antreprenor, timpul tău este prețios. Alege profesioniștii în domeniul și fă echipă cu ei. Scrie-ne mai jos și hai să găsim cele mai potrivite canale de comunicare pentru brandul tău.
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