Making more efficient use of electronic channels
Why do electronic channels fail to reach their target groups?
Many companies have made considerable investments, in terms of both funding and resources, in the modernization and development of their electronic channels. Data has been collected and compiled on elegant websites as well as in Intranet and Extranet services. Although the investment has been significant, many of these electronic channels are left “to their own devices”. The information does not reach its target. Why? I think part of the answer lies in the information overload which is a result of the continuous stream of data spewed out by a multitude of communication channels, and which eventually overcomes us.
“In the modern world, people live in the midst of an avalanche of information. Not just in our work, but also in leisure time we are expected to process information on an ongoing basis. The excess causes information overload, exhaustion and stress.”
(Doctor in Educational Science, Jussi T Koski)
Information overload is not an acceptable reason why efficiently organized and elegantly executed, important information does not reach its target group. It also has something to do with the fact that we have left the target group too much to its own devices in finding the information.
Could the electronic channel take a more proactive approach?
In order for our target group to become more active in seeking out the information that is available in electronic channels, we need to point out to them the benefits of the available information and single out the components that form the essential core elements for them.
It is not sufficient for the information to just sit there, available – we must invest in information marketing. The essence of Prewise’s operating principle, the concept of “Information Marketing”, combines the pedagogy of learning and the method of influencing by means used in marketing. This is a marriage between the information and the party needing the information – a happy outcome. Network-based learning is the ideal way to achieve this. E-learning has the benefit of personalizing the learning process and highlighting the advantages and benefits for the individual.
- Prioritize the core information
- Invite the target group to learn
- Highlight the benefits at the personal level
- Exploit intensively the visual and interactive elements
- Links to more in-depth information in the electronic channel only when the core information has been learned and absorbed
- Guide and support throughout the process
What about the practical implications?
There are several alternatives for practical application. Some examples:
- Organizational mobilization of a renewed or modernized Intranet
- Using extranet or intranet to train different sales channels in service or product data
- Training the organization’s marketing and sales personnel in new brand guidelines
- Training our end-customers in the organization’s service process
- Training personnel in a new data system
- Training in new official regulations
- Impact of legislative changes on operation of the organization
This means that the profitability of the investment made in electronic services can be enhanced.
Text: Jari Mäkelä