In this article you will learn how we communicated in the past and in the present. By learning which way is the most effective to your business, you can adjust your current marketing strategy. For more information feel free to check out our website, www.codeauthority.com

1. Modernizing Your Business’ Marketing Tactics By Understanding How to Communicate
Effectively
All businesses market themselves in one way or another because they want their target
audience(s) to choose their products or services over a competitor’s.
Marketing is more than just that in the modern world, though. Not only do customers and clients
want to purchase business’ products or services – they want to align with the business’ journey,
mission and vision.
Marketing mindsets have not always been this way. So, how did we go from accepting services
from nearby vendors to choosing from a vast amount of service providers? And when did we
decide that a business’ journey, mission and vision were important aspects in the decision-
making process? Well, there’s a history of marketing for businesses, and it starts out with word
of mouth communication.
HISTORY OF MARKETING COMMUNICATIONS
Word of Mouth Communication
Before printing supplies were utilized for marketing purposes, word of mouth reigned as the
supreme marketing tool. The factors that made a business unique or credible had to be relayed
verbally.
People couldn’t go on Yelp or Google to review a business or worker. They heard about a
business – and peoples’ experiences with that business – by communicating face to face with
friends, family and colleagues.
When word of mouth communication was the primary way of delivering information, tradesmen
were far and wide, meaning it was likely only a handful of people in the area were skilled to
complete a task. So, there wasn’t an extreme demand for people to prove their worth to a vast
amount of people because the business was already theirs.
Word of mouth communication is advantageous for directly receiving messages, understanding
who the message is intended to reach, clarifying information on the spot, as well as free
marketing for the business.
On the flipside, the cons of word of mouth communication concern the possible inaccuracy of
accounts, offerings, etc., difficulty reaching a wide amount of people, coming to a standstill of
interest and engagement and it’s not easy to measure.

2. At this period in time, business owners and tradesmen were in need of tangible ways to market
themselves for a profit. In response, print communication was utilized for marketing.
Print Communication
Years ago, print resources were more popular than digital platforms. By this time, there was
reason to purchase a place in the newspaper for your business’ ad, there were grounds for posting
flyers around town, and there was justification for handing out business cards for people to retain
your contact information.
It’s all because there was competition, and proximity was no longer the biggest factor when
choosing a business to buy from. Although, newspapers, flyers and business cards were posted
and handed out among audiences that weren’t quite targeted to the highest potential.
With numerous corporations competing for the same peoples’ business, business owners had to
give those audiences a reason to choose them. Businesses had to come up with ways to showcase
the offerings of the business in a 2D format. Without someone there to explain the benefits of
choosing one company over another, it was left to the consumer to analyze the information and
make the choice on their own.
Positive aspects of print communication include the ability to take marketing materials with you,
targeted marketing with strategically placed advertisements and loyal readership of publications.
Conversely, the negative aspects of print communication are that printouts can be easily ignored,
tossed to the side or thrown away, there is limited readership of print communication channels
and print quality is not as high as digital displays.
So, our marketing tactics could be improved. Thankfully, the internet was created, and social
media platforms were developed for digital social interactions.
Digital Communication
Now that we live in a digital world, businesses are discovering how critical it is to involve itself
on a variety of digital platforms, including social media.
Social media isn’t only for business, though. The reason businesses started creating profiles on
social media was to reach their audiences.
Not only are the online platforms showcases for your business, but they entice audiences with
visual and audio content.

3. Today’s competitive market requires businesses to uniquely position themselves in order to
attract people to give them their business.
Digital communication is great for reaching a lot of people in your target market, cost-effective
marketing and measuring the success of your marketing efforts.
Unfortunately, involvement on the web can put users at risk of privacy and security of the
technology being used, public feedback can be negative and there is a high amount of
competition.
Today, digital marketing is arguably the most accessible forms of marketing. Millions of people
communicate digitally _____________________.
PRESENT DAY IMPLICATIONS
Word of Mouth Communication
You can’t control what every customer says about your business, but you can give them a reason
to speak positively on your behalf.
Word of mouth, while not a form of marketing to solely rely on, is still an important aspect of
marketing. People trust their friends and family members to give them an honest account of their
experiences.
Drive conversations by ______.
Print Communication
Print communication is a form of visual communication, and the purpose of marketing through
visuals should be to turn the reader into your customer.
Some print materials are handed to people. Others sit on tables or other platforms where
interested consumers can grab them on their own. No one is there to explain what your text
means, so you have to relay your message in an understandable, two-dimensional way.
Additionally, your business’ message should be represented consistently across all print forms.
Interpretation is up to the viewer, but it’s your responsibility to direct and capture their attention
using thoughtful marketing strategies.
Some businessowners grab viewers’ attention by including eye-catching visuals. Others
exquisitely describe their offerings with text. Combining the two is a sure way to grab the

4. attention of your target audience. Just make sure to remain consistent across your marketing
materials.
Digital Communication
Your business’ interaction online plays a big role in the overall success of the company. These
platforms are too critical for businesses to engage on to skip signing up for them.
The target audience(s) you’re trying to reach are accessible. They’re looking for the best in the
business. Show them why you’re the right business to choose!
Your commitment means increased publicity, increased engagement and increased wealth. What
business owner doesn’t want that for themselves and their company?
Journey, Mission and Vision
CONCLUSION
From word-of-mouth-only times to the world’s digital transformation period, marketing one’s
business has changed tremendously.
There are positive aspects and drawbacks to all communication forms but using them
interchangeably can have an impact on your digital marketing success.
Your business’ marketing tactics should be modernized to fulfill the needs of your consumer and
ultimately boost revenue. While your mode of communication may differ, your message should
be consistent. What is it you want your consumer to know, and why should they choose you
instead of the competition?
Drive your customers online where they can interact with your company digitally. Encourage
them to engage with your business on social media, and they will learn more about your
business’ journey, mission and vision in the process.
The history of communication has a profound impact on the way we function as a society today.
Use your understanding of effective communication when marketing your business and persuade
your audience to engage with your business in a modern way.