Marketing leaders know that success today comes more and more down to agility. Now more than ever, brands need to engage audiences quickly and convincingly across a growing number of channels to drive results.
But one critical – and overlooked – factor hinders the ability to achieve these goals: ineffective communication. When communications fail, it creates huge costs for marketing organizations by eroding engagement with customers and prospects, decreasing alignment around the brand’s message and goals, and inhibiting productivity and growth. . For example, even long before the pandemic, poorly written communication cost businesses $ 400 billion a year in lost productivity.
This is especially true in functions like marketing that rely on clear, consistent, and engaging interactions and content to drive results. And now, new customer and workforce demands are amplifying the cost of poor communication within marketing teams and the opportunity that awaits them if they overcome it.
Why effective communication is the catalyst to meet new demands
The marketing function has undergone monumental changes over the past year, leaving executives grappling with an array of challenges that make it difficult to focus on long-term growth. That’s why Gartner found that nearly three-quarters (73%) of marketing managers plan to fall back on low-risk, low-return strategies this year rather than looking to develop new markets.
On the one hand, the explosion of e-commerce and omnichannel over the past year means marketers are managing a growing number of touchpoints to engage audiences. Dealing with this influx is difficult enough, but with the continuing impacts of the pandemic, consumers and buyers alike are also expecting more quality, personalization and empathy from brands. These trends mean that marketers need to improve both quality and the effectiveness of communications in responding to requests.
Additionally, increasing globalization and the shift to remote and hybrid working are creating new challenges for marketing teams to stay aligned and brand compliant. In fact, 35% of digital marketers said the biggest challenges this year will come from their organization. Working in more places and contexts creates more opportunities for disjointed interactions, which leaders must overcome to maintain effective operations and a cohesive brand experience.
In the face of these changes, marketing directors and marketing managers have a significant opportunity to reinvent their organizations, and it starts with effective communication. Clear and consistent communication across all channels not only ensures the right messages arrive, but also reduces costly slowdowns, improves the customer journey, and promotes scalability.
The business case for investing in effective written communication
In particular, written communication is booming and offers a huge untapped opportunity to improve marketing performance. Consider that marketing and content production has increased during the pandemic, with no signs of slowing down. Over 300 billion emails are also sent and received every day, and that’s just one channel in the marketing toolkit.
With increasing volumes of content and billions of written interactions every day, improving all written communications adds significant gains in quality and productivity. And while managing volume can seem daunting, new technologies and AI capabilities are available that can help easily improve communications at all levels.
Let’s take an example from the real world. Frost & Sullivan, the global research and consulting firm, needed to more effectively produce compelling research reports and marketing materials for senior buyers. With Grammarly Business’s real-time writing assistance, the team receives online feedback on the right language, style, and tone to develop impactful content faster. The results were immediate, allowing the company to cut report editing time by 66% and complete over 500 additional projects in one year.
Grammarly Business continues to help the company maintain high quality and efficiency while evolving the team to support expanded marketing efforts.
“Our goal is to create the highest quality, most compelling stories for our global customers, driving innovation at the cutting edge of their industries,” said Tonya Fowler, vice president of global best practice research at Frost & Sullivan. “With the demands of the past year, Grammarly Business’s advanced writing assistance has been invaluable in maintaining this high quality as we quickly hire a significant number of new global employees, many of whom are not English speaking. Because the tool serves as a useful writing coach for these employees, we were able to avoid investing in dedicated training while increasing our productivity in handling a higher volume of content.
Evaluate the impact of effective communication
The value is clear. So where can leaders start to assess the impact of better communication? They can start by asking themselves three questions:
- Which business results are most critical in the coming year? (YoY growth, higher production / volume, lower costs, etc.)
- In what ways do communication problems impact these goals? (slow or off-brand communications, inefficient content production, inability to manage increasing volumes, etc.)
- What are the consequences if these factors are not taken into account? (compromise between speed and quality, high costs, slow growth, employee churn rate, etc.)
If leaders see that communication challenges are impacting one or more of their goals, it’s time to tackle them. The cost of ineffective communication only grows, but so does the value to be gained by overcoming it.
The bottom line
In the breadth of challenges that market leaders face, communication may not be high on their list. But in a world where success increasingly depends on connectivity and engagement, investing in effective communication will be the catalyst for adaptability and long-term growth.
Grammarly Business will be hosting a webinar titled “Uncover The Biggest Hidden Risk For Your Business.” Hint: It’s Not What You Think ”on Thursday, October 21, 2021 at 11:00 am PT, to discuss the growing business impact of effective communication, including insights from Dorian Stone of Grammarly and Tonya Fowler of Frost & Sullivan. Learn more and register.
To learn more about why investing in effective communication is critical to marketing success, visit www.grammarly.com/business.
This article was written by Dorian Stone, the organization’s revenue manager, Grammar.
The opinions expressed in this article are those of the guest author and not necessarily of MarTech. Staff authors are listed here.