The need to know – really know –your audience

Marketing techniques and communication channels have changed dramatically through the years. But what hasn’t changed over time is the No. 1 question all marketing professionals need to be able to answer: Who you are talking to?

Audience, audience, audience. No matter your role – business, sales, collections, consulting – you have to remember who’s on the other end of your message. And to really get their attention, you have to know their preferences.

Technology has brought a wealth of advantages to marketing professionals, such as improved delivery speed and cost savings, as well as enhanced customization and messaging frequency. But not every audience embraces technology the same. While younger consumers and those who are tech-savvy may favor texts over voicemail, others – especially older age groups – may prefer an occasional phone call and appreciate a “thank you” email.

Ageless advice

It used to be that younger people sought out older generations to learn about everything, counting on their wisdom and life experiences for advice and guidance. But today, as technology advances and people develop skills at different ages, this education is moving both up and down the age spectrum.

Older and younger generations equally have something to offer each other: Grandparents turn to grandkids for help setting up Facebook accounts and college students seek advice from experienced professionals about potential career fields. In my case, I had to learn to text if I wanted to get an answer from my kids. And in my workplace, younger employees will sometimes come to me looking for input about business and finance decisions. The need for education goes both ways.

Given the daily responsibilities of your customers, combined with the hustle and bustle of today’s society and the many options for communicating, you’ll need to adjust your marketing efforts from time to time. Knowing your audience – as well as the information they want and their contact preferences – has never been more critical.

Welcome change

Nothing stays the same; and while not everyone greets change with open arms, most adjust over time. If your financial institution is hesitant to upgrade its marketing communication technologies, it’s time to reconsider. The truth is, people talk to each other and conduct business differently than they did 10 years ago … or five years ago … or even just a few months ago. The methods they use and prefer are constantly shifting. To stay competitive, you have to keep up.

Yet, marketers must consider their audience’s reaction to communication changes and proceed with caution. Quite the conundrum. You may have customers who may want to hear from you every month; others may feel that’s too much. Some may still prefer a phone call now and then, while others might only want email notices and eStatements in lieu of paper documents. Financial institutions need a process to identify not only their target audiences, but their audiences’ communication comfort levels.

Plain talk

Whether we’re on the front line or planning promotions – as well as all member-facing credit union personnel – we need to be flexible in talking with people. That means knowing what to say and when to say it. And just as important, it means knowing when to stop talking.

It takes a little listening … and maybe a little extra effort. But if someone unsubcribes from your newsletter, don’t just write them off as not interested. Make a note of it, and work to find another way to get your messages in front of them the way they want and will appreciate.

Don’t let technology fool you into thinking everyone wants to communicate in 140 characters or less.

Get to know – really know – your customers. Honor their communication preferences, treat them with respect, and you’ll create meaningful relationships that stand the test of time … and changing technology.