Communication channels are the means through which people in an organization communicate. Thought must be given to what channels are used to complete various tasks, because using an inappropriate channel for a task or interaction can lead to negative consequences. Complex messages require richer channels of communication that facilitate interaction to ensure clarity.

The explosion of digital technology has transformed how businesses deal with customers, but despite the evolution of websites, blogs and social media, traditional forms of communication are still relevant and useful in reaching a target audience. As a business owner, reaching your targeted consumers with traditional forms of communication may require more creativity and planning, but the yields can be significant. Understanding the traditional forms of communication available to you can also help you understand their pros and cons.

Face-to-Face Communication Channel

When it comes to traditional modes of communication, meeting face-to-face is still considered a powerful means of reaching your audience. Although technology has transformed how customers interact with businesses, many people prefer dealing with companies face-to-face because it can provide instant feedback and satisfaction. As a business owner, face-to-face communication lets you gauge whether your customers understand your message. By listening for voice intonations and by evaluating nonverbal cues, you can determine whether your message is clear and effective or whether it needs modification.

However, one of the downsides of traditional modes of communication such as face-to-face is that it’s nearly impossible for e-commerce sites that don’t have physical locations to establish this type of interaction.

Telephone Communication Channel

For more than a century, telephones have provided one of the most effective of the traditional communication channels businesses can use to reach and retain customers. Phones cut across distance and allow you and your staff to handle customer service, negotiation and sales. Although phone calls are not quite as personal as face-to-face interaction, they still provide a platform for nonverbal cues such as varying tone of voice. Telephone communication also offers you immediate feedback, because the conversation is held in real time. Most business transactions are handled through phone calls, and the emergence of modern telephone services such as mobile phone marketing has provided companies with new marketing opportunities that are effective at targeting consumers on the go.

Print Media Channels

For decades, print media was one of the most powerful traditional communication channels that businesses used to reach existing and prospective customers. Print media include magazines, newsletters, brochures, newspapers and leaflets. Although online avenues can be more cost-effective, many business owners continue to use print publications to communicate with their audience and offer discounts, coupons and special offers.

One of the major advantages of print media communication is it allows your customers to read and respond at their own convenience. One major disadvantage – because newspaper readership has declined over the past decade, newspaper ads may not reach your audience. And many people who receive advertising mailers throw them out without even reading the offers.

Broadcast Media Channels

Social media has significantly reduced the impact of broadcast media as one of the most effective of the traditional modes of communication. That doesn’t mean, however, that you should completely abandon broadcast media to reach your audience – millions of people still watch television and listen to the radio. Well-made TV and radio ads can reach a wider audience than even social media, and you can still craft effective ads in 30 seconds or less. Television and radio allow the use of nonverbal cues such as body language, facial expressions and humor to effectively connect with a target audience. The primary disadvantage of broadcast media as a marketing tool is that it’s expensive, which often prices out small businesses. However, radio ads are typically less expensive than TV ads and can be quite effective. A recent study found that every dollar spent on radio advertising yielded a return of $12 in sales. The study analyzed customers older than 18 and evaluated their spending habits after listening to radio ads versus not listening to radio ads.

Modern channels of communication are much more developed. Here synergism is the core and those channels are integrated in different forms:

Mobile Communications Channels

A mobile communication channel should be used when a private or more complex message needs to be relayed to an individual or small group. A mobile channel allows for an interactive exchange and gives the recipient the added benefit of interpreting the speaker's tone along with the message. Some within an organization may opt to use this channel versus a face-to-face channel to save on the time and effort it would take to coordinate a face-to-face meeting.

Electronic Communications Channels

Electronic communication channels encompass email, Internet, intranet and social media platforms. This channel can be used for one-on-one, group or mass communication. It is a less personal method of communication but more efficient. When using this channel, care must be taken to craft messages with clarity and to avoid the use of sarcasm and innuendo unless the message specifically calls for it.