- November 21, 2018
- Posted by: [email protected]
- Category: Brand, Brand Identity, Branding, Marketing, Personal Branding
10 Levels Of Intimacy in Today’s Communication
A Brander’s Perspective on Intimacy in Communication Strategy
The below infographic is a diagram of intimacy in communication. On one hand, speaking face-to-face is the most intimate form of communication. On the other hand, the infographic depicts tweeting as the least intimate form of communication. For the most part, this is difficult to argue with. For example, face-to-face communication is undeniably more intimate than video chat, while video chat where you can see the person you are communicating with is more intimate than a phone call.
However, in recent years there has been an explosion of ways in which you can communicate intimately.
Take, for example, Augmented and Virtual Reality, which is already being explored as a way to hold business meetings. One only needs to consider how heavily companies like Facebook are investing in technology like the Oculus Rift. In 2018, Facebook demonstrated “Facebook Social VR” with the Oculus connect. You can see the video here.
But what does this mean for brands?
Quite simply, brands need to take cognisance of the technology with which consumers are beginning to communicate intimately with. I can speak from personal experience when I say that the majority of companies fail to build brand equity because of ineffective, or antiquated, communication strategies. The more intimate you can make your communication, the better your ability to resonate with your target audience. Investing in new communication technologies should be of paramount importance to your company, as it can build a strong competitive advantage.
Future technologies that will help brands communicate with more intimacy:
Augmented and Virtual Reality – it’s not hard to conceive why this will aid companies to communicate with more intimacy. Instead of having a conference call over Skype or Google Hangouts, teams will be able to host meetings with team members around the world, just as if they were in the same room with them.
Artificial Intelligence & Machine Learning – it’s almost a paradox, that humans will be able to hold a meaningful and intimate conversation with something as incapable of emotion as a computer script. Yet, this is not far from reality. Very soon, humans will not be able to distinguish between what is human and what is a machine.
Virtual Assistants – tools like Google Assistant will become an evermore crucial component of our everyday lives. In the future, we will use these technologies to book appointments, schedule our lives and even hold conversations with people over the phone. They will use artificial intelligence and machine learning to craft intricate communication strategies with prospective and existing customers in such a way that will be indiscernible from that of a really competent sales representative.
What does this mean for your personal brand?
Do you remember BlackBerry Messenger (BBM)? It was a very popular messaging app native to BlackBerry phones in the early part of the decade. Well, what would you say if someone were to try and communicate with you using it today? You would, in all likelihood, find it an annoyance because you would have to download it to your iPhone or Android. The point I am making is this: keep current with technology and your communication tactics. This means the pragmatic adoption of technology when necessary, and only when necessary.
My advice is to be present on these technologies with the early adopters and the early majority. Any sooner, and your communication will be ineffective. Any later and you miss an opportunity to use the adoption as leverage in your competitive marketing strategy.