To avoid missteps, it is best to choose the communication channels that will be most relevant to your business based on your objectives, your target audience and your positioning.
Know your target
Before choosing your communication media, you must know your target. A serious study will allow you to know which means of communication she tends to turn to, especially according to the age group.
People under 18 years old generally prefer Instagram and Tiktok, but are not active on Facebook. They don’t watch traditional television and they don’t read the press or much. Instead, they turn to online streaming applications. And they are also very sensitive to the discourses of bloggers, micro-influencers and macro-influencers.
The 25-40 year-olds are, in general, on Facebook, but also on Instagram and Twitter. Because they knew the beginnings of the era of social networks. As a result, they follow the news both on television and on social networks. Their first instinct when searching for a product or service is to check Google or another search engine. Then, they are also sensitive to influence marketing.
People over 40 years old use digital to search for a product or service and find out more about it. But they go to physical outlets. They’re into media like Facebook and LinkedIn. They remain attached to traditional channels and are sensitive to public displays.
As for people over the age of 60, they do not use digital tools or very little. Their preferred channels of communication are television, press and radio.
Your communication axis
You will need to develop a coherent message and coordinate communication between your different channels, but also define your communication plan for each channel.
For example, the press is the most accessible medium for young brands. However, without real information, journalists will certainly direct you to their paid advertising service.
Television, film, signage and radio are expensive media and are therefore not suitable for a small company or structure that has just started. Still in the digital world, social networks are important marketing tools today. They reach a huge audience and offer your brand incredible visibility opportunities.
The issue of eco-communication
The question of our impact on the planet is becoming increasingly important. Digital is responsible for 4% of global CO2 emissions and its share could double by 2025. Given these numbers, each of our actions can be challenged, and digital marketing resources are no exception.With SMS, consumption is almost reduced to the energy needed to power the devices. Another ecological benefit is that the SMS is received on a mobile phone rather than on a computer, which reduces the energy needed to power the device.
At KODD Group, we help you to build your organic marketing strategy. We are a new generation Media and Agency that promotes the know-how of people from the fields of fashion, beauty and culture. Our motto is Discovery !
