Technology has made us pretty
lazy. We can look up customer stats, research
prospects, investigate new markets, and coordinate the buying and selling of
any number of products and services without ever getting out of our seats or
interacting with another human.
We’re not alone. Consumers are pretty machine crazy, too. According to a study by Synqera and reported
by Print in the Mix in February of this year, 81% of U.S. consumers surveyed
own a laptop. Sixty-five percent of them
own smartphones. Forty-eight percent own
tablets. Thirty-seven percent own all
three.
But just because we have all of
this technology at our fingertips doesn’t mean we should always use it. Sitting down with the originator of a report
after reading the report, meeting regularly with members of customer service, asking
clients questions over the phone instead of through email, and interacting with
vendors in person not only builds relationships, but also offers greater
insight and perspective on the things we read about.
And there are more benefits to
putting down the data and pursuing more traditional methods of communication,
including print: it seems that customers get a little tired of the technology,
too. This past February Print in the Mix
also reported that 75% of consumers said they would prefer to receive
promotional content and coupons in print.
More than 80% said they wouldn’t look for promotions and coupons on a
company’s mobile app, and 73% said they don’t want to receive promotions or
coupons on their mobile devices.
Technology does, of course, make
our lives easier and provides us with opportunities we wouldn’t otherwise
have. Still, there is truth to the
saying about having “too much of a good thing.”
Sometimes, more basic forms of communication are just better.
No comments:
Post a Comment