The Evolution of Communication in Marketing

The Evolution of Communication in Marketing

Mark Raffan

Slack has been traditionally used for internal messaging. But now it’s being used to create social networks. There’s a slack channel for marketers called Online GeniusesProcurement Foundry was built for procurement professionals. Thousands of professionals from around the world are joining slack communities.

The evolution of communication is fascinating. Slack has adapted instant messaging to the business setting and beyond. You can share files and GIFs. You have Slack, you have Discord, Superhuman, Hey.com, etc. Then you have Community.com which is built around text messaging. There’s Zoom, Teams, Google Meetups, etc.

It is incumbent on marketers to think about how things like going live on social media will play out. Will marketing become more about just jumping on a live and being transparent with your audience?

Ditch the old-school mentality

Gen Z wants authenticity, transparency, and realness. If you’re old-school and guarded, it will be tricky. MeUndies is forward-thinking and is creative with authenticity and self-expression. Victoria’s Secret isn’t adapting with the times. Not from a brick-and-mortar to digital standpoint, but that’s not how people want to see underwear and lingerie presented anymore. It’s a different time. The way we communicate, interact, and the way we want to be communicated with is evolving.

What if your brand was a person?

If your brand was a person, what would they be like? How would they come to life? Who would they be friends with and why? Perhaps it’s jarring to humanize your brand, but walking through that thought exercise is one way that you can be fearless in what you stand for.

Matt Kerbel is clear with his principles and values and what’s important to his family. You should think about that for your brand. The best brands are very clear—or changing and evolving. Just like a person grows and matures, so must your brand. You have to evolve.

Stop relying on the campaign mindset

The campaign mindset is the marketing valley of death. You have to think about how you can evolve and become relevant every single day. It’s how people live and shop. The campaign may have got them to buy, but then they say “see ya later.” You have to think about user experience.

Marketing needs to touch every aspect of the consumer experience. Marketing is no longer just looking through the lens of top of the funnel or acquisition costs. You must constantly focus on how to get customers, keep them, and get them to evangelize on your behalf. You have to sustain, grow, and involve them in the co-creation of how the brand evolves over time. You can see change before it’s coming and anticipate and act on it.

How to build empathy and trust at scale

Targeting is more granular than ever. You need to understand what you’re trying to personalize against. What’s important to your audience? Focus on that. Create an ecosystem without siloes so everything you’re doing is aligned across the house. Some things have to coexist to reach people.

Many people just want to feel part of the system. If a brand has a podcast, some will listen and some won’t. Glossier has a slack channel for consumers to talk in real-time. You’re going to have physical and digital experiences that come together to co-exist and complement one another.

To move fast, you also have to have a balance of big data and intuition. It’s hard for companies to move without the data. But if you know your consumers, your intuition should enable you to have confidence in your ideas. You should embrace creative bravery and take some risks.

Look at the companies that are doing this well. Matt doesn’t believe they’re ad nauseum testing everything before going live. In the name of being culturally relevant, you just don’t have the luxury to test everything. You have to trust that what you put out will resonate at a one-to-one level.

To hear more of Matt Kerbel’s thoughts on the evolution of marketing, listen to episode #26 of the Content Callout podcast! He shares how to simplify your marketing message, how to be solution-focused, and touches on why you can’t neglect the details. Check it out!

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.