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Editor's Take

Whether leading an army in the field or maneuvering your SME in a new market, how well your organization understands the mission objectives and knows its targets pre-determines the chances of your success. 

In the fog of marketing battle, communications is the key to keeping your organization aligned, alive and active and keeping happy and hopeful customers. 

The creative use of the following communication channels will ensure the sustainability of your operations, especially on a wide front. 

First, there is Speech. In our media-cluttered market, the power of the spoken word is underestimated. The faculty of speech allows us to exchange ideas, learn and come to agreement. Before there were mass produced books and newspapers, bards and town criers carried the news or kept the oral history and traditions of a community. Nowadays, companies are hiring people to create marketing buzz about their events and products. And corridor gossip is often one step ahead of official company channels. To succeed in business, SME owners must also hone their ability to persuade, motivate and marvel individuals and groups. 

Second is Writing, which allows us to record ideas in a reliable way. Written material is a good tool for shaping ‘minds’ and swaying the ‘hearts’. In an age when “texting shorthand” is doing its share in mangling written language, people will always appreciate a clear, concise, accurate and informative sales letter, invitation, headline or report. We cannot overemphasize the power of a well-written note that says “thank you” for your business or job “well done” or assuring your customer that an action has been taken. 

Then, there is Media. Whether in printed form or broadcast, media is important. A creative mix of media facilitates work internally and brings your market closer. Entrepreneurs cannot ignore traditional media, which has been an ally in building trust and loyalty, providing choices and projecting the image necessary for success. Combined with a minimum of training and lots of patience, desktop technology currently available makes it easier for entrepreneurs to create simple videos, custom print brochures and posters, and turn out mailers. 

Lastly, today's emerging technologies like the Internet has been a classic example of establishing more and more prospects through communities. Perhaps, that is the reason why social networking sites are hits toward the technology-driven, Netizens in particular. Businesses today not just rely on guerilla or traditional real-world marketing, but rather incorporate the Web into their day-to-day operations. All of these create common consciousness among the people. We are hopeful that the creative integration of these channels will make the market a more vibrant, creative and profitable place for all.

P.S. Photo Courtesy of: India Business Buzz

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