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Modern communication solutions (episode 3): prolonged impact, huge “luck”

It is critical that an online presence conveys to the consumer that a media outlet with a professional background thought it important to write about the product. What makes an outlet professional in the eyes of premium communication consumers? Because of the design, the content, and the existence of a “niche target group”.

Different techniques, different effects

Since premium is the opposite of mass, it is very important for consumers to be clear about online media that it is not a mass portal, but definitely has a business impact. If a specific topic is covered in the online media, this will further strengthen the trust effect. This is why online magazines are now used to communicate this, rather than portals. For the premium target group, it is of particular importance that the media should be different from the traditional media, in terms of both appearance and content. There are, of course, many solutions. In short, it must “make the reader feel good” when such a post appears on social media or Google search engines. Of course, this can be influenced to a large extent by images, and it is no coincidence that specialised professionals are nowadays employed to do this. But it is also very important that this chase does not descend into the mass media, where click-through rates lead to wilder and wilder titles and images, as this can clearly ruin the communication effect.

Effects, results

Tracking results is a basic task for online-based communication, as even big companies don’t like to waste money unnecessarily. However, when monitoring results, we cannot forget that we are addressing a premium target group. We have already analysed the possibility of manipulating unformed customer decisions in this way, but of course, this also assumes that the customer decision has not yet been made. Since we can intervene at a much earlier stage of the decision-making process with this type of communication, the actual purchases are made later. It is, however, possible to completely expropriate a particular market, economic area, or product sector. For premium communications, the results and numbers from Google Analytics – a paid solution – clearly show what is going on behind the scenes, but if you expect even a few thousand visitors to start ringing phones or sending large volumes of emails, you are seriously mistaken. Premium communication clearly supports and aids the sales effort. Its main role is that once you start bombarding clearly defined markets with lead generation based on location analytics, its effectiveness goes far beyond the traditional cold connection. This can also be measured in concrete terms, but it is not the case that a mass of customers who have visited the company’s website start to request online offers. A premium customer expects to be contacted, but the numbers displayed in the “contact” interface of Google Analytics statistics are a good indication of how interested they are. Experienced professionals report that premium communication solutions can allow a company to spend money on communication for a longer period – far below the cost of traditional communication; because of the focus of social media and Google, it is almost irrelevant whether you communicate within or beyond the boundaries – and after a while, sales start to flow. In the majority of cases, there is almost only one way to link the energy and money invested in communication work to the final sales results: somehow, customers always come from the region where the feedback from online communication solutions has been strongest.