Preparing for Communication Channels | Optimove

Why it Matters:

This post reveals guiding strategies for executives to ensure their brands remain competitive and relevant and ready to capitalize on emerging channels as they arise. It emphasizes the critical need to prepare for future, yet unknown marketing channels; and highlights the importance of building flexible, channel-agnostic infrastructure and fostering a culture of innovation and adaptability within marketing teams.

Key Takeaways: 

In the year 2000, text messages were nearly nonexistent. Today, driven by smartphones, more than 23 billion text messages are shared globally. By 2000, it was reported that 98% of texts were opened compared to 20% of emails.

We’ve also seen the increased use of email, social media, and apps like WhatsApp, and even voice assistants like Alexa. Each new channel fundamentally expands how brands can communicate with their audiences. 

But here’s the challenge: How do brands plan for a channel before it is a reality? 

In today’s environment, marketers must future-proof their strategies by preparing for the unknown. That means building flexibility into marketing, ensuring that tools and platforms are ready to scale, and adopting a mindset of curiosity and constant experimentation. 

The Lessons of the Past

Lesson 1: Don’t Underestimate the Power of Emerging Channels 

When SMS first became a marketing tool, many marketers were unprepared. They weren’t thinking about the power of immediate, direct communication. Today, mobile messaging is ubiquitous, and businesses that were early to adopt SMS have gained a competitive advantage. 

Similarly, social media marketing in its infancy was viewed as a side project rather than a main marketing channel. Fast-forward to today, platforms like Instagram and TikTok are often the cornerstone of brand engagement, particularly for younger audiences. 

The lesson is clear: The channels that may seem unconventional or niche today could become essential tomorrow. 
 

Lesson 2: The Speed of Change 

Five years ago, how many marketers were actively building strategies around WhatsApp? Most likely, not many. Yet today, WhatsApp Business is an essential communication tool for many brands globally. The speed with which new channels rise to prominence is faster than ever before, driven by technological advancements and shifting customer behaviors. 

Marketers must remain agile, keeping a pulse on emerging trends and platforms so they’re ready to adapt their strategies quickly when a new channel begins gaining traction. 

Preparing for the Future: What Marketers Should Do Now 

How to plan for a future where the next big marketing channel hasn’t even been invented yet. Here are some key steps to help marketers prepare for the unknown: 

1. Build Channel-Agnostic Infrastructure 

Rather than focusing on optimizing for today’s channels, marketers should build systems that are flexible enough to incorporate new platforms quickly. This could mean adopting customer data platforms (CDPs) that unify customer data across channels, so when a new touchpoint emerges, it’s easy to integrate and personalize marketing efforts instantly. 

2. Experiment with Emerging Technologies 

Staying ahead of the curve requires curiosity and experimentation. Today’s emerging technologies, such as augmented reality (AR), virtual reality (VR), and even AI-driven communication tools, are worth exploring to gain insights into how they can be integrated into future strategies. 

3. Invest in Omnichannel Capabilities 

An omnichannel approach ensures brands are not too reliant on any single platform. While email, SMS, or social media might dominate today, omnichannel strategies allow brands to easily plug in future channels—whether it’s a new messaging app, voice assistant, or something entirely new that we can’t even imagine yet. 

4. Know Your Customers 

Ultimately, the success of any channel is determined by where customers are and how they want to engage with a brand. Marketers can quickly identify which new platforms are being adopted by maintaining close relationships with customers—whether through surveys, social listening, or user feedback. 

5. Keep Learning and Adapt Your Team 

Marketing teams must prioritize learning and adaptability. When a new channel emerges, the brands that are quickest to understand and adopt it gain a distinct competitive edge. Brands should cultivate a culture of constantly exploring new trends, testing new tools, and staying ahead of changes in customer behavior. 

In Summary: You Can Still Prepare for an Unpredictable Future 

No one can fully predict the next big marketing channel. Just as marketers couldn’t foresee the rise of SMS or WhatsApp, we can’t say what platforms will dominate five or ten years from now. However, brands can plan for uncertainty. By building flexible systems, staying curious, and fostering a culture of innovation, marketers can position themselves to take full advantage of new channels as they emerge. 

Expect the unexpected and be ready to adapt. 

For more details on how to be ready for these and other advancements and how Optimove’s capabilities can help future-proof marketing, request a demo.

Published on

September 11th, 2024