Communication and community. Objectives and measurement. Understand and embrace. Target and personalise. Messaging and consistency. PHILOSOPHY ON COMMUNICATION In my experience, few businesses communicate as cost-effectively as they might. They are in far greater number than those who communicate effectively. I don’t know anyone who would not claim to recognise the value of effective […]

  Communication and community. Objectives and measurement. Understand and embrace. Target and personalise. Messaging and consistency. PHILOSOPHY ON COMMUNICATION In my experience, few businesses communicate as cost-effectively as they might. They are in far greater number than those who communicate effectively. I don’t know anyone who would not claim to recognise the value of effective communication. My philosophy on communication, in a marketing context, might be summarised as follows: Cost-effective communication, although not necessarily advertising, is central to influencing the behaviour of members of any target market. Communication can take many forms, and behaviour is very often the most effective form of communication, highlighting the importance of culture. Cost-effective communication involves the two-way flow of information. Telling the market something without listening to the response is not communication.   DEFINITION Strictly speaking, communication is the: Exchanging information by speaking, writing, or using some other medium. Thus, by definition, communication involves both:…