Communication Barriers
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Competing Across Borders | How Cultural and Communication Barriers Affect Business

Competing Across Borders | How Cultural and Communication Barriers Affect Business | Communication Barriers | Scoop.it

Competing across borders: how cultural and communication barriers affect business is an Economist Intelligence Unit report, sponsored by EF Education First. It explores the challenges companies face when they have to operate or compete in increasingly international markets. Specifically, this paper assesses the role that cross-border communication and collaboration play in the success or failure of companies with ambitions that are not hostage to national borders.

 


Via The Learning Factor
Elizabeth Cora Hayes's insight:

It isn't just clutter, noise, consumer apathy, brand parity or weak creative strategies that form barriers to communicating a message to consumers. "Barriers" can also refer to cultural barriers as explained in this article- especially relevant for companies who compete in international markets!

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Dhanniya Sena's curator insight, September 24, 2014 7:25 PM

Communication barriers such as language restrictions can change the way consumers decipher a message or idea that the company is trying to communicate. In order to limit these barriers, companies should make international messages, or messages to consumers who speak another language, as simple and easy to decipher as possible with obvious images and themes. 

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Customer Service: The Key to Brand Differentiation

Customer Service: The Key to Brand Differentiation | Communication Barriers | Scoop.it
Elizabeth Cora Hayes's insight:

This article talks about the importance of customer service in brand differentiation. This relates to communication barriers because one barrier is BRAND PARITY- meaning, one brand is not differentiated from its competitors so naturally, consumers pick the least expensive option. This is seen in the current price war between Pizza Hut and Dominoes with their ridiculously cheap pizzas. It’s becom­ing more dif­fi­cult to stay ahead of your com­peti­tors with just a product-oriented dif­fer­en­ti­a­tion. 

Brands need to position themselves differently from competitors so consumers become willing to pay a higher price for the perceived extra value/benefit they will gain by choosing a particular brand. One differentiation tool is of course, providing excellent customer service! This will increase the emotional connection consumers have with the brand and therefore their share of wallet. 

The recent issue of Customer Relationship Management magazine features research from Gallup showing that fewer than 1 in 7 B2B customer relationships are (Customer Service: The Key to Brand Differentiation #custexp #branding -
Elizabeth Cora Hayes's insight:
This article talks about the importance of customer service in brand differentiation. This relates to communication barriers because one barrier is BRAND PARITY- meaning, one brand is not differentiated from its competitors so naturally, consumers pick the least expensive option. This is seen in the current price war between Pizza Hut and Dominoes with their ridiculously cheap pizzas. It’s becom­ing more dif­fi­cult to stay ahead of your com­peti­tors with just a product-oriented dif­fer­en­ti­a­tion. 

Brands need to position themselves differently from competitors so consumers become willing to pay a higher price for the perceived extra value/benefit they will gain by choosing a particular brand. One differentiation tool is of course, providing excellent customer service! This will increase the emotional connection consumers have with the brand and therefore their share of wallet. 

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Five Ways to Be a (Social Media) Clutter-Buster

Five Ways to Be a (Social Media) Clutter-Buster | Communication Barriers | Scoop.it

So if you’re not engaging on social media because you think “everyone else is doing it, so why bother,” or you just don’t think people are going to notice your content, that’s a cop out. If you have something interesting to say, then SAY IT. You never know when your tweet, post, blog or video will be exactly what someone was hoping to find on any particular day.

 

Wait. Let’s back this train up.

Before I go further, let me say first that you really have to buy in to the importance of even showing up. I mean, why talk about breaking through clutter if you don’t believe there’s value in adding your 2 cents to social conversations. You have to know who you want to talk to and where they play. What’s your objective and what’s your message? No need to figure out how to get people’s attention if you don’t know WHY you want their attention.

Once you have that all squared away, then by all means, start breaking through and turning heads. Here’s how.

1) Develop a noticeable social presence. This is the bare minimum, but you’d be surprised how many brands and businesses don’t have completed profiles. So here’s the starting point—make your profiles interesting. Social media is fun, so have fun with your profiles! Post funny pictures. Have a sense of humor. And engage. Don’t talk at—talk with. Social media is a two-way street, not a commercial.

2) Listen to the conversations. You know how when you’re at a party and you walk up to a group of people, you wait a moment before you jump in? You don’t want to be rude, so you listen first to see what they’re talking about. You can learn a lot by listening. Figure out who your customers are talking to in their social circles, and listen. This will help you craft your message to be more targeted. More interesting, if you will. And your message will rise to the top.

3) Be an equal-opportunity player. I almost deleted that because it sounds bad—but it’s interesting, so I’m going with it. What I mean is, it’s impossible to engage with your entire audience and drive your message through if you aren’t playing on several social networks. This may mean your social promotion campaign lives in various forms on several networks in order to be relevant. Not everyone tweets. Not everyone posts. Not everyone pins. But you, my friend, are a marketer, which means you speak the language of the people, wherever they are. You know. When in Rome.

4) Create a conversation, not just a campaign.  A campaign is a good place to start—but don’t end there. If you take away nothing else but this today, fine. Just get this: Marketing on social media is NOT about advertising and promotion. If you’re on Facebook, Twitter and Pinterest to just sell your stuff and promote the heck out of it, you don’t stand a chance of breaking through the clutter. People will turn a blind eye. Consumers are advertised to all day long, in so many ways. But a brand who actually engages with them? Listens to them? Asks questions and responds back to theirs? Now that is something they’ll notice. Trust me.


5) Go offline. Crazy, right? So crazy this just might work. Start the conversation online, but then try taking it out of the social media sphere. Last I checked most of our cell phones could still make calls. What if you reached out with something more personal than a tweet? Or mailed something to follow up after an online interaction? Social is just a means to building an introduction. But the magic happens when you carry the connection beyond the online world and into the real world.



Key Takeaway: You want to turn heads in social media? Be interesting. Engage with your networks. Create conversation. Respond to your audience. Care about them as much (if not more) than your campaign. These things will get you noticed and help you bust through the clutter.

 

Great article from by Bryan Kramer


Via Brian Yanish - MarketingHits.com
Elizabeth Cora Hayes's insight:

5 tips on how to cut through the social media clutter and turn audience's heads, i think these tips are valid because nearly everyone is using social media as a marketing tool so naturally, the clutter is forever growing. The tip i agreed with the most was number 4 (create a conversation, not just a campaign). This rang true with me as i tend to ignore advertising messages on social media, however i am more likely to pay attention to an active conversation between a brand and its customers. 

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Malee Van Den Berg's curator insight, September 15, 2014 8:53 PM

This article provides tips on how to cut through the clutter in social media. Can be very useful and relevant for many businesses since the use of social media as an advertising and marketing platform is growing rapidly. The article encourages businesses to be interesting and engage with networks by using social media in an effective not careless way. 

Duy Long Dang's curator insight, October 1, 2014 2:49 AM

there are five ways to beat the clutter and the most interesting way for me is the number 2, which is listern to the conversation

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Complexity and Smart Nudges with Inattentive Consumers

Abstract
In an experiment on markets for services, we find that consumers are likely to stick to defaults and achieve suboptimal outcomes. We unpack two key psychological reasons why they do this - complexity (in terms of non-linearity, number and bundling of tariffs) and consumer inattention -. The complexity induced by product bundling, non-linearity and number of tariffs has an important role, but this is overstated if the explanatory power of inattention is neglected. We show that a ‘smart nudge’ policy of automatically switching default tariffs can be used to exploit inattention-based consumer inertia to achieve better consumer outcomes.


Via Alessandro Cerboni
Elizabeth Cora Hayes's insight:

This paper explores the communication barrier of CONSUMER INERTIA. This is an important/relevant area of interest for companies and brands because brand inertia will ultimately lead to brand switching.

A new brand however, would want to encourage brand switching to establish its own new loyal customer base. The paper uses three experiments to see why consumers stick to default practices and achieve sub optimal outcomes-  and what we can do to get around this (get consumers actively looking for alternative competitors with better offerings).

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Danielle Gillespie's curator insight, August 4, 2014 6:01 AM

Study of consumer inertia and finding ways for marketers to overcome this communication barrier

Jacques Dupeyroux's curator insight, September 20, 2014 8:30 PM

Some key ideas on consumer inertia and highlighting why it is a key concept to understand in order to successfully overcome certain communication barriers.

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'Noise on social leading to consumer apathy' | News | Marketing Week

'Noise on social leading to consumer apathy' | News | Marketing Week | Communication Barriers | Scoop.it
Top digital marketers warn focusing too much on response rates, misusing data and bombarding consumers with content will drive them away from big social channels.

Via Harriet Harper
Elizabeth Cora Hayes's insight:

This article shows us that bombarding social media with advertising does more harm than good to our brand image- time to put the power back in to the consumer's hands? With such a huge emphasis on social media marketing, it's interesting to see some of the downfalls of using it TOO much

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