Choosing Communication Channels To Reach Your Global Market

What Is A Communication Channel?

The method you use to distribute your message is called a communication channel. Some communication channels include e-mail, letters, brochures, television advertising and social media posts. Each channel has its own unique set of characteristics that must be considered, including cost to produce and distribute, speed of delivery, and the efficiency and effectiveness of reaching the intended audience. Depending on your communication objectives, one channel may be more effective than others.

How To Choose The Most Effective Communication Channel

Choosing the most effective communication for your communication goal can be challenging. Even in routine interactions, you need to decide if it is better to communicate face-to-face, by e-mail, phone call or text message. When communicating with foreign-speaking audiences and culturally diverse audiences, you must determine which channel offers the greatest likelihood for success. If you are an international marketer, identifying the right channel can be very difficult. If you are a General Counsel for an internationally operating consumer products company, you may have to determine how to communicate recall announcements. In some cases, you may not be able to afford television advertising. Furthermore, the same channels may not be available in all countries and in all languages.

As old communication channels decline or fail, new communication channels evolve and flourish. Consequently, as businesses have become more knowledgeable about using a mixture of communication strategies, they have moved advertising money from print and broadcast channels to Internet advertising, such as Google Adwords, Facebook and Twitter, to promote their products and services. Businesses currently give perks to bloggers to talk about their products and also hire strong social influencers to write positive opinions. Online activity generated from social media and advertising can be analyzed to learn more about the people interested in products and services to develop more highly targeted campaigns.

As traditional communication channels continue to decline in popularity, many newspapers and publishers are developing online presences. Cable television and streaming services like Netflix, Prime and Hulu have caused similar viewership declines for the 4 big broadcast networks. Advertising options have become limitless, however, with ads appearing on grocery receipts, the sides of busses and buildings, and in hotel rooms and public restrooms.

Language translation communicating with foreign audiences

Communicating In Foreign Languages

When communicating to a foreign audience, businesses must analyze the many communication channels available and determine which ones would be most advantageous, given their communication objectives and budgetary restrictions. One of the first questions to ask is whether it makes sense to use a written communication channel or a verbal communication channel. A company like 24 Hour Translation can help you decide.  The benefits of each are listed below.

Use written messages to:

• Communicate challenging facts and figures that take time to study and digest
• Escape the risk of unintended reactions and feelings
• Schedule dates and times and modify plans
• Direct attention to significant points
• Resolve business and legal matters

Use Oral messages to:
• Persuade others using emotion
• Resolve conflicts among large groups
• Get instantaneous feedback

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