When More Messages Create Less Meaning

The Relevancy Is Replaced by Reach

It has not been a secret for a while now that mass communication has been viewed as a game of numbers because of higher visibility, more views, and greater reach. However, volume by itself does not ensure influence, as the latest online social media platforms have demonstrated. We know that velocity and intense emotions are frequently rewarded over truth or clarification in social media systems, which are designed for high engagement volumes. Furthermore, I would love to talk about the very first step that everyone needs to take into account. So, the first step for efficient mass communication is determining if the message continues to make sense after it has spread.

Context Is the Missing Variable

It is very obvious that there are some crucial factors to make mass communication more effective than ever. For instance, context—the time, place, and manner in which messages are recognized. Studies on mobile discounts show that timing and location strongly impact customer reaction, indicating that relevancy is more effective than basic exposure. Massive messaging follows the same rule: people closer to the decision-making moment react differently compared to those at a distance. Furthermore, as I mentioned before, it is not a secret that having several platforms will not bring digital success, because success comes when organizations share and communicate effectively. So, clarity is very crucial to support effective mass communication. Don’t worry, MayIgrowth is here to support you in every aspect of marketing. This mindset that makes all businesses successful is in our company ethics. MayIgrowth is treating scale as a responsibility.

Founder & CEO, MayI Growth - Kanan Aliyev