Do you want to plan your communication with the best possible results in focus? It is often so that intended target groups or channel selection is the main question. But what happens if you in communication planning you start from the desired effect to a greater extent? These are my thoughts on effect-based communication.
If you are going to work with effect-focused communication, you need to start by deciding which communicative purposes you have and which of these you can prioritize between. I see the four primary main objectives of communication efforts:
communication thats converts
By conversion communication, I mean that the aim is to get a visitor to carry out a desired interaction on a website or in some other digital channel. It can be simpler decisions with a lower threshold such as signing up for a newsletter, starting to follow an account in SoMe or sending a question in a chat, or more demanding such as making a purchase or choosing a membership. But the aim is always to create action.
Opinon-forming communication
The purpose of opinion-forming communication is to change the opinions, attitudes, perceptions and/or behaviors of individuals or groups in society, to influence political decisions and/or to put an issue on the media agenda.
loyalizing communication
Loyalization is about deepening the relationship with existing customers/members. The more he/she feels connected and continues and deepens his interactions and his relationship with the brand, the more value they creates in the form of purchase or continued membership/subscription.
Brandbuilding communication
The purpose of brand communication is to load and communicate the values you want to associate with your own brand. Simply telling about who you want to be and for whom you want to be.
How are the different communication goals related?
I made a Venn diagram to show how I think these relate to each other. The Venn diagram’s strength is that it shows correlations and overlapping contexts. In the middle is the optimal middle point where you can sometimes achieve everything at the same time. I think that is an exception. Because most of the time you have to be ”satisfied” with actually achieving a goal or the aim is only one. But it is possible that you move in the immediate area to another target and then you connect two targets.
And of course you can always say that all communication has a direct impact on the brand, but that the purpose is not always branding.
So if you define the benefit of communication when you do your communication planning, I believe that you will work more focused and that the result will actually be better. If you can’t directly define the desired effect for yourself, then you probably need to think one more time.
Another advantage of working with effect-based communication is that it naturally becomes easier to evaluate the efforts. If I know what result I wanted, I evaluate more easily and towards the right goal.
What do you think? You can leave a comment below.
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