one way communication

What is the point of speaking to someone who has no way of speaking back to you? How would you know what their thoughts are on what you just told them? Did they even hear you at all? Might as well be talking to a wall!

Everyone, at least I assume, understands the concept of “communication” exists on a two way stream. Information flows from one end to another and back. That wasn’t too hard to understand, right?

What I don’t really get are marketing initiatives that only communicate to the  target, but do not provide them a way to communicate back. Yes, mass media marketing (e.g TV) is still a popular form of marketing communications, but keep in mind only big brands like Nike, Coke, Wal-Mart etc… can engage in such initiatives. If the scale of your brand is not close to being comparable, one way communication initiatives are a waste of time and dollars. Don’t expect to send out an email with no call to action and have anyone respond.

If you happen to see a TV ad for Joe’s Tailoring Services (located around the corner from your office), you would most likely pay no attention. What if Joe sent you an email offering you 50% off to tailor a suit? All that is required from you is to visit his website, insert the validation code he has emailed you, and redeem a printable coupon.

Joe has created an opportunity to engage in a two way communication  flow with you. If you do not visit the site and print out a coupon, he will know you are not interested. If you did visit the site and print out a coupon, he will be expecting to see you soon. To continue interacting with you , Joe may send a follow up email or a “see you soon” email.

Just think about the parties you’ve been to… isn’t it always more interesting to hang our with people you can have conversations with? The weird guy who only smiles and sips his beer when you are trying to talk to him is obviously not listening or is had a little too much to drink. The point is, better things do happen when communication is not just one way.

-Will V.