I once heard Archimedes say that if you gave him a powerful enough lever, he would be able to move the entire planet. Mass communication is the lever being used now.
Take this into consideration: when was the last time you sent an email to a group? You have just accomplished something that someone living in the 15th century could never have imagined: you have written to many individuals in an instant. All it took was a few shortcuts on the keyboard and a few clicks. Mass communication and mass media are two crucial leverage points in the current corporate world, particularly in the times of the digital revolution. Despite the fact that they need practically no work, they are capable of creating enormous outcomes in terms of corporate communication.
To state it in a generic sense, however, is another thing entirely. Where do we stand with regard to the particular applications of the debate earlier? At this point in time, what are some concrete examples that demonstrate the power of mass media? Listed below are the several domains in which excellent communication has the potential to serve as the pivotal factor in the achievement of your company goals:
There are a lot of individuals who watch ads on television and like to complain about them. Does the advertisement even work on anyone? You’d be sorely surprised. It’s possible that the general public believes that communication tools are not very successful when it comes to persuasion. But contrary to what the research suggests. Take a look at the following advantages of mass communication:
Reaching out to the people you want to reach. It may appear that they are contradictory concepts. Communication with the masses? Who is the intended audience? On the other hand, according to the data, small companies make an average of $3 for every $1.60 that they spend on Google Ads. Because of the advent of the digital age, mass communication has become significantly more accurate and efficient.
• Building massive corporate cultures. There are many aspects of your business that might benefit from mass communication, not simply your marketing approach. The use of mass communications, such as texting, emailing, and chatting, may be beneficial to large enterprises since it helps to establish a feeling of shared culture inside the company.
• Making a stirring noise. Making use of modern media to promote a newly released product? You would be astounded by the amount of buzz that you are able to produce. The more recent something is, the better it is. For example, more than eighty percent of the time, people pay attention to mobile advertisements.
You have a decent chance of being successful if you are able to bring your company in front of as many people as possible, according to the modern theory of mass communication, which is still applicable today. However, we are also living in the 21st century. The digital revolution has already taken place. Email, text messaging, and social media are all examples of mass communication in today’s world, and each of these forms of communication exhibits remarkable rates of success and return on investment.
It is one thing to accept that the content of the media may have some impact over the clients you serve. But the question is, have you ever given any thought to the unique applications of the various modes of communication? Entrepreneurs would be well to keep in mind all of the benefits that come with applying media economies of scale to a wide audience, including the following:
• Product launches: Pizza Hut realized that in order to create an impact with their new “Stuffed Crust” pizza, they needed to achieve a certain level of success. The new method of eating pizza, which consisted of beginning with the crust, was promoted by employing Ringo Starr, a former member of the Beatles, who was a well-known face. This resulted in a successful product launch, which included the addition of a pizza choice that is still available here to this day.
• Would you ever find yourself putting two pieces of gum in your mouth rather than just one? It’s possible that you’ve reacted to mass communication, or at the very least, its impacts. It is said that after advertising began portraying people popping two sticks of gum in their mouths, sales increased by a factor of two. It demonstrated, without a doubt, the significance of mass media in the diffusion of culture: commercials have the power to alter the debate.
• Building trust: Using public relations as a lever for mass communication is an excellent approach to “borrow” trust from a reputable news source. This provides a fantastic opportunity to establish trust. In the event that your product is included in a reputable publication, such as a newspaper or magazine, you will immediately gain reputation.
• Brand Building: The modern buyer is accustomed to having a more personal relationship to a brand. This is something that is expected of them. It’s possible that they communicated with them on Twitter, reacted to a text message, or reached out to them via email. Using the mass communication services that are available today, it is feasible to develop what seems to be personal connections with clients. This allows for the development of a brand on a one-on-one basis while simultaneously capitalizing on the benefits of mass communication.
• The regular news: There are two possible paths to take in this situation. The visibility of your brand in the mainstream media is always a boost to your reputation and appeal to a large number of people. If, on the other hand, your company provides clients with the information that they require in a standard and accurate manner, you will be able to establish a personal relationship that will seem valuable to them. It is for a specific reason why a large number of individuals join up to receive updates from their preferred companies. They are interested in learning about the most recent product releases, discounts, and services that have been made available. Through the utilization of the power of mass communication, you may provide individuals with a reason to interact with your business.
There was a time not too long ago when people were making use of mass media in the shape of radio stations. During that time period, mass communication was more like to a megaphone: it was possible to broadcast a single message to a large number of people, but there was no method to communicate with a single individual.
Any and all of that has been altered by modern mass communication. It is certainly feasible to communicate with a large number of people in today’s world. It is still possible to send out a mass email or text message that is sent to all of the customers that you are able to contact.
On the other hand, you may also modify your strategy. Take, for instance, the ability to establish client segments that enable you to send notifications to only a certain group of customers. Customers that are most devoted to your company can be included on “VIP lists” that you can establish and use to keep them informed about special deals. Earning subscribers may be accomplished through the employment of top-of-the-funnel SMS messaging methods. In due time, you will be able to convert those subscribers into paying clients.
To cut a long tale short, public communication has reached a level of precision that has never been seen before. By the time we reached the printing press, we had gone a long way. To some extent, it seems as though we have completed a full circle. In the same way that communication used to be one-on-one and later grew into mass communication, we have likewise brought mass communication back to the level of one-on-one communication.
