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More than flyers and likes: How to match the right channel
to the right communication
30 August 2012
Penny Eccles and Luan Wise
Communication methods
The Communications Continuum
When do broadcasts work?
• General profile-raising
• Listings and Directories
• Carrying a ‘call to action’
• Quick and easy
AIDA
ACTION
When does a dialogue work?
• When engagement matters
• When budgets are tight
• In ‘high involvement’ purchases
• When stakeholders act as advocates
Moving to a conversation
• More credible
• Personal and trusting
• Generating word of mouth
• Customer-managed relationships
• Less SHOUTY
• Resource-intensive
Rules of Dialogue
• Match the message to the medium
• Relationship gives value
• Needs time and audience awareness
http://www.youtube.com/watch?v=gP9jDMi5nGw
Discontinuous Dialogue
• Berger and Iyengar – WOM channel research
• Harnessing "Discontinuous" dialogue
Discontinuous Dialogue
When only face-to-face will do
• Complaint-handling
• BIG relationships
When good dialogue goes bad
The perfect conversation
• Integrated
• Consistent
• Distinctive