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Chapter
Communication Channels
AncaConstantinescu-Dobra and Mădălina-AlexandaCoțiu
Abstract
The scope of the chapter is to discuss changes in usage of digital communication
channels before and during the Covid- pandemic. Consumers in both industrial
and fast-moving consumer goods markets are considered. The chapter comprises
a suggestive overview, followed by conclusions on trends expected in digital
communication channels usage due to the shifts in consumer behavior caused by
the pandemic. Digital communication channels analyzed include websites, sales
pages, social media platforms, as well as e-mail marketing, and blogs. Consumers
in Generations X, Y and Z, and their preferences for the different communication
channels are analyzed. Results indicate an increased interest of all generations for
social media, especially following the Covid- pandemic. E-mail marketing also
remains an important communication channel across all three generations, while
the interest in websites and blogs varies. All consumers favor high quality, attractive
content displayed irrespective of the communication channel used. Trends identi-
fied suggest the interest for online shopping and online engagement with brands will
remain sustained after the lift of the various restrictions imposed by the pandemic.
It is therefore important that brands ensure a strong online presence and engage with
their audiences based on their consumers preferred communication channels.
Keywords: communication channels, corona virus, generations X, Y and Z
1. Introduction
The intensification of international competition among companies and the
brands’ interest for engaging in successful market communication determines
an increased interest for digital communication channels, compared to the other
elements of the communication strategy. Apart from delivering brand and company
information, communication channels also play an important role in leverag-
ing consumers’ attitudes by creating a favorable image for the company and its
products. This can be accomplished nowadays by disseminating information via
reliable, independent sources such as user-generated content that is shared on blogs
or forum posts, comments on social media platforms, YouTube etc. Such content,
shared by ordinary users or influencers, is meant to involve consumers in company
decisions, as well as creating interesting and engaging activities for them (i.e. fun
events that create positive feelings towards the brand etc.).
Communication channels have a strong impact on the entire value chain. This
role was made even more important by the Covid- pandemic which has led
to communication channels turning into powerful differentiators in the fierce
competitive landscape. Digital communication channels became effective tools
for companies to position themselves on the market, especially because they allow
brands to engage and interact with their consumers directly. Furthermore, online
Communication Management
2
communication channels are flexible and allow companies to present their consum-
ers with customized information across the different target segments. Finally, costs
associated with online communication channels are independent of the amount of
information, distance, or dispersion aimed for.
Communication budgets, for both traditional and digital means, have registered
a cut across the world after the onset of the Covid- pandemic []. The ratio
between traditional and online communication spending has started to favor digital
communication beginning , with a difference that has now reached . Some
other trends regarding digital communication channels that have been observed
globally in the past couple of decades include:
• Commercial advertising has lost in importance because it does not have the
cyber qualities of sensitivity, adaptability, flexibility, and ability to capture the
market’s reaction. Advertisements are considered a monolog devoid of natural
feedback, which would bind the company’s customers; [].
• The newest form of communication through advertising has been based on
the emotional dimension of the relationship between the company and the
client, on dialog, on the active participation of the public. [, ] share this
view, emphasizing that the role of advertising in the st century is to make the
public feel involved, to look at the issues that advertising is raising;
• Digital communication channels have witnessed a continuous development
since , revealing a budget increase of /year [];
• The use of noncommercial communication has intensified due to the flexibility
of the various channels and their effectiveness. Therefore, the share in com-
munication budgets has increased. Lately, various companies chose to associate
brans with events initiated by other organizations or social campaigns (social
assistance, medical research etc.). In the context of such associations, compa-
nies emphasize how they serve the common good or guarantee the quality and
fairness of prices, that they have ethical policies and respect the human dignity
of employees, that they build direct and constant relationships with different
categories of public etc.
• Companies increased their efforts to support and enhance internal communi-
cation. This was mostly because internal communication has been identified as
a driver of employee motivation. At the same time, because of the expansion of
user-generated content and reviews, companies also allot increased budget to
managing crisis situations determined by negative comments.
The onset of the Covid- pandemic has accelerated these trends and deter-
mined new shifts in terms of digital communication channels usage. We therefore
propose an overview chapter aimed at providing a synthesis of currently available
research regarding online communication channels and their use for reaching
marketing objectives following the Covid- pandemic. The content proposed
is based on secondary data analysis retrieved from scientific articles and various
industry reports and analyses. A search in online academic databases (i.e. Springer,
Taylor and Francis, Sage) and Google Scholar was conducted between March and
April . The keywords used included: online marketing channel, covid-,
generational cohorts, X, Y, Z generation, shfits/trends in online marketing chan-
nels usage during the pandemic, social media/website/blog/forum use during the
pandemic. Only English language articles published between and were
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Communication Channels
DOI: http://dx.doi.org/10.5772/intechopen.98598
selected. These were then complemented with relevant statistics and industry
reports analyzing the use of online communication channels and any shifts and new
trends determined by the Covid- pandemic.
The focus of this chapter is to analyze and discuss consumers use and prefer-
ences for online communication channels before and during the Covid- pan-
demic, as well as identify new trends emerging in this area. The chapter provides
valuable insight for marketing professionals, researchers and company executives
for SMEs interested in how to best allocate financial resources to maximize online
market presence and customer engagement with their brand.
The specific objectives of the chapter are to:
a. discuss the specific preferences of Generations X, Y and Z in using online
communication channels.
b. analyze shifts in consumer behavior and online communication channels usage
determined by the Covid- pandemic.
c. provide a discussion of emerging trends regarding online communication
channels usage across different generational cohorts to support market-
ing professionals and other executives in maximizing market presence and
customer engagement with their brand.
2. Preferred communication channels across target segments
Digital communication channels refer to means of engaging in the online
environment. They include [, ]:
• Company websites including a specific landing page (or a microsite),
• Online advertising which includes search advertising, graphic online
advertising, as well as interstitial advertising
• User-generated content,
• Social media
• Sponsorship and affiliate marketing, online communities,
• E-mail marketing,
• Mobile marketing,
• Web conference.
We will briefly present the specifics of each channel and then discuss them in
connection with the different target segments we chose to analyze.
. e website of a company, as a communication channel, must be adapted to the
potential customers’ need for information. Most authors agree that every company
that intends to build an online presence should start with a website. ese are
mainly dedicated to public relations, and informative advertising for products, and
companies, as well as for developing a personalized relationship with consumers.
Communication Management
4
The landing page or the microsite is an individual website that is connected to the
main site. It is useful for call to actions strategies or for companies that need addi-
tional efforts to sell products with low demand.
. Online advertising refers to advertisements placed in online environments (e.g.
websites, search pages etc.). It includes search advertising, graphic and inter-
stitial advertising.
Search advertising refers to paid advertising that appears in search engines (e.g.
Google, MSN, Yahoo and others) to guide the customer to the product or service
they need. It also encompasses relevant links to company content.
Graphic advertising can be an image or a graphic with different shapes (usu-
ally a small rectangular box) that incorporate text and/or images. Companies pay
for these ads to be placed on websites with good traffic rates, to boost audience.
Therefore, if there is a well-known website of an idea, a place, a person or a com-
pany, brands are likely to choose it to place their graphic advertising there aiming to
increase brand visibility among the target group.
Interstitial ads appear between website pages or when the visitor switches to
another website. These advertisings can be videos or animations.
. User-generated content refers to specific videos uploaded on platform such as
YouTube, MySpace Video, and Google Video. Consumers and advertisers can
upload ads and videos that millions of people can then share.
. Social media - Studies reveal that the social media channels have gained popu-
larity during and aer the Covid- crisis. [], Samet [] sustains that social
media have become more used by US adults, while Kumar [] revealed a trans-
formation of this channel towards an electronic marketplace, that also groups
(beside integrated marketing promotional messages) consumers networks,
opinion leaders and subject maer experts. Emmons [] sustains that recent
years have seen a shi in the approach of social media channels from “us versus
them” to a “we” relation.
. Online communities - Companies can promote themselves by sponsoring special
content on websites with information from certain fields, such as financial news,
automotive etc. Also, they can make alliances and aliate programs or sustain
online communities [4]. Many companies sponsor online communities (like blogs or
forums) in which their members post beliefs, ideas, feedback, and discussions related
to the company’s products. Discussions, opinions and engagement in such communi-
ties provide valuable information to companies as they occur in neutral environ-
ments, where consumers feel safe to express their true opinions on the company, its
products etc.
. E-mail marketing refers to personalized marketing communication delivered via
e-mail. It is used for a constant communication with an engaged client and can be
very ecient, especially for calls to action.
. Mobile marketing refers online marketing deployed via mobile devices. It gives
marketers the opportunity to customize messages based on demographics and reveals
a continuous growth.
. Web conference -is category of communication channels includes the actions of
directly contacting potential customers by the sales agents of a company, to present
their oer, to persuade and to close a transaction.
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DOI: http://dx.doi.org/10.5772/intechopen.98598
Studies show digital communication channels are used different by consumers,
based on their demographic data. We will discuss these particularities considering
the different generational cohorts which have been described in the literature.
Social generations refer to “communities of people that are born in the same
period and share the same cultural experiences” []. Six generations have been
identified in the literature between and up to now. The oldest generation is
the so-called Silent generation or Traditionalists – they were born between
and . They have lived through the second world war and have a high need for
security. They are now all retired, live rather simple lives and have high respect
for authority []. The next generation is the Baby boomers. Born after the second
world war, between and , they are highly competitive, accept working
long hours and have positive traits such as consensus building and effecting change
[, ]. This cohort is followed by Generation X born between and . This
generation is characterized by strong independence and self-reliance. Both of their
parents were generally working so they were trusted to take care of themselves from
an early age []. They grew up in the age of TV and increasing rates of divorce.
They have a high sense of accomplishment and a strong need for social recognition
[]. The next cohort is Generation Y. They are also known as Millennials and were
born between and . They are proficient in multitasking, are self-confident
and ask for flexible working hours. They treasure work-life balance and tend to
switch jobs more often than previous generations []. Millennials are followed by
Z Generation. They were then born between and . Born in the age of
internet, they have had access to electronic devices since their early childhood. The
last generation known is the Alpha generation. Starting with , they are the first
generation to have been born entirely in the st century and their traits are yet to
be discovered [].
For our analysis, we will focus on Generations X, Y and Z. We chose these three
generations because of their size and purchasing power. At the same time, they are
the three generations most actively engaging with digital communication channels.
In the following sections, we will discuss the different preferences the three genera-
tions have had for digital communication channels, as well as any shifts in prefer-
ences that may have occurred because of the disruptions caused by the COVID-
pandemic. The chapter will conclude with an analysis of the implications such
changes may have for companies targeting these consumers.
2.1. Generation X
Born between and , Generation X represent of the workforce [].
Having been active on the labour market for a while, they hold higher positions,
such as senior-level managers, and find themselves at the peak of their buying
power [, ]. They are generally busy and focused on juggling children and
careers []. Family and friends are particularly important for this generation, and
they appreciate work-life balance []. At the same time, most of them are focused
on saving for retirement and old age. Because of this, research indicates representa-
tives of Generation X react positively to bargains, coupons, and sales, as well as free
trials [, , ].
Approximately one quarter of all online shoppers () are from Generation
X []. Shoppers in this generation have a strong interest in researching sellers,
products, and services. They research businesses online, and tend to read more
reviews, and visit more opinion sites than any other generation [, ]. It is
therefore important that companies have up-to-date and easy to navigate through
websites, where consumers can find answers to their questions. Studies also recom-
mend websites to contain robust search functionalities to support consumers in
Communication Management
6
their research, as well as well-managed live chat functions that enable the company
to answer any inquiries quickly []. Generation X consumers favor websites over
blogs and microblogs. Most consumers in this generation indicated they do not use
blogs and microblogs at all (), or only use them occasionally () [].
In terms of digital communication channel usage, studies show Generation X
consumers “have fully embraced digital media” [], being almost as present in this
environment as Millennials. At the same time, Generation X users remain active
e-mail users. In fact, e-mail and Facebook represent their preferred communication
channels in the online environment [, ]. They check their e-mail frequently,
both at home and at work [, , ]. In terms of social media, approximately
of Generation X representatives have a Facebook account which they mostly use for
accessing news and for remaining in contact with family and friends [, ]. It is
also worth noting that these consumers spend more time weekly on all devices than
younger generations. Statistics show they tend to spend an average of hours/
week using their smartphones, hours/week on their laptops and hours/week
on their tablets []. Generation X consumers also remain users of the traditional
media (radio and TV) much more than any of the two other generations under
analysis [].
These traits and preferences of Generation X have a series of implications for
the way brands connect with them. First, because Generation X users have been
born in the age of TV, it is important to note they are used to video content. Studies
recommend brands to engage with these consumers using highly visual content and
videos. Furthermore, research suggests Generation X users are prone to sharing
interesting videos across social media, thus increasing a company’s reach [].
Second, considering their propensity to conduct extensive research before making
a purchase, it is important companies invest in well-functioning, attractive websites
that include search functions. Furthermore, given that X Generation users spend
considerable amounts of time across multiple devices, companies should optimize
their websites for tablet and mobile use. Third, considering users communication
preferences in the online environment, companies should direct their digital adver-
tising efforts towards e-mail and Facebook. Search engine ads are also a channel
that consumers in this generation respond positively to [], given their inclination
towards research conducted via the Internet.
2.2. Generation Y
Born between and , Millennials have witnessed the rapid advance
of information technology and globalization, reaching maturity in the “digital
age” [, ]. They generally grew up in families with two working parents which
ensured good conditions for their personal development. They value indepen-
dence, creativity, innovation, and development []. They are well-educated and
tech-savvy, as well as quick to adopt new technologies [, ]. They appreciate
speedy devices and expect to find information quickly and easily []. They are also
described as the “most visually sophisticated of any generation” [].
Generation Y consumers are brand loyal, yet socially conscious and seeking to
make ethical buying choices []. They prefer buying from companies that help
people, communities, and the environment [].
Millennials are the most targeted demographic in the marketing industry [].
Yet, they are generally distrustful of commercial advertising and influenced by
their peers []. Like Generation X consumers, Millennials conduct considerable
research and comparison before making a purchase []. Generation Y consumers
are three times bigger than Generation X [] and hold billion dollars in buy-
ing power []. They are the least frequent in-store shoppers, being active users
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DOI: http://dx.doi.org/10.5772/intechopen.98598
of e-commerce []. They spend approximately . dollars/year for online
purchases [].
In terms of digital communication channel usage, Millennials are present on
most social media networks including Facebook, Twitter, Instagram, LinkedIn,
and even TikTok. They use social networking much more often than Generation
X []. Their favorite social media network is Facebook, followed by Instagram
[]. Because of their extensive social media usage and trust they place in peers’
opinions, Millennials tend to respond positively to paid advertisements and promo-
tions on social media, as well as reviews and user-generated content [, ]. They
enjoy high-quality advertisements containing pleasant graphics []. Coupons and
side-panel ads are the favorite form of advertisement Millennials respond to []. At
the same time, they strongly dislike pop-up ads which they consider annoying [].
Current surveys indicate of Millennials discover a new brand via Facebook,
via Twitter and through other social networks [White, M. quoted in
]. Users also discover new brands through online ads (), company websites
() and blogs () [White, M. quoted in ]. At the same time, studies show
Millennials are prone to engage in conversations about products and services.
Studies conducted previously indicated that of Generation Y consumers dis-
cuss products and services via social media networks and use their peers’ opinions
and comments to assess products and services, with one study pointing out that
consumer reviews are trusted up to twelve times more than descriptions provided
by the manufacturer []. As loyal consumers, Millenials also react positively to
rewards and loyalty programs [].
Regarding company websites, it is important they load quickly and have simple,
professional layouts, adapted for mobile use [, ]. This is mostly because
Millennials value convenience and easy access to information. For the same reason,
studies indicate Millennials favor websites and brands that offer customer service
features which include texting that they regard as a convenient communication
method []. At the same time, Millennials are likely to perform repeat websites
visits if the company offers competitive pricing, coupons, and good shipping
rates [].
Unlike Generation X users, Millennials are not frequent e-mail users and do not
watch television. They are however present on streaming platforms such as Netflx,
which they consider more appealing than traditional television [].
The characteristics listed above suggest that when addressing Generation Y
consumers, companies ought to focus on meeting them in the online environment
where Millennials seem to spend most of their time. When targeting Generation
Y it is important companies use honest messages, encourage reviews, and address
Millennials’ inclination towards loyalty programs and rewards.
2.3. Generation Z
Generation Z consumers were born between and . Their upbringing
has occurred in a digital society, a fact that has strongly influenced their prefer-
ences in connecting with each other, as well as brands. Generation Z consumers
perceive themselves as adaptable and connected to many different people [].
At the same time, because they grew up in the digital society and they have been
exposed to more digital content and information than any generation before, Z
Generation consumers seem to have become more selective regarding the content
they decide to engage with, than other consumers []. Studies indicate Generation
Z consumers allocate approximately eight seconds to sort through and assess the
various information they are being exposed to []. At the same time, these con-
sumers seem to be more concerned about their privacy in the online environment,
Communication Management
8
as well as more skeptical in terms of the truthfulness and value of the content they
are being presented with than Generations Y and X. Studies show they tend to
“respond positively to brands that are more relational, and therefore, are perceived
as authentic” [, p. ].
From the point of view of their buying power, Generation Z accounts for
of global consumers with a spending power of billion dollars []. Their buying
decisions tend to be influenced by friends and family, and they allot more impor-
tance to quality, than brand loyalty []. They are highly comfortable with online
shopping [].
In terms of communication channels, Generation Z consumers actively favor
the online environment. This group spends more time online than any generation
before them. In a recent study, Generation Z teenagers indicated they were “almost
constantly online” () or they were online “multiple times a day” () [].
Time spent online is mostly split between social media and e-mail. This is to a
certain extent surprising as e-mail is often regarded as a more traditional means of
online communication, characteristic of Generation X, rather than Z. Despite this,
a recent study shows that most Z Generation users check their e-mail multiple times
a day (), or at least once a day (), mostly when on the go, or to pass the time
[, ]. Most users (.) receive less than e-mails/day [Campaign Monitor].
These aspects are important from two perspectives. On the one hand, these statis-
tics suggest e-mail remains an attractive means of communication for this genera-
tion, including for marketing purposes. On the other hand, the reduced number of
e-mails this group receives daily may indicate less competition for their attention
than in the case of other media.
As mentioned previously, Z Generation users are very present on social media.
A recent study indicated that of respondents use social networks all the time
or a few times a day []. Unlike Generations X and Y which reported large use of
Facebook, Z Generation users are more focused on Instagram, Twitter and TikTok
[], as well as Youtube and Snapchat []. This group does not have one preferred
online platform as was observed for Generations X and Y, but are multi-channel
users. They will consume different type of content across the different platforms
they use []. For example, studies show they may use Snapchat for capturing real-
life moments, use Facebook for information purposes and Instagram to share their
aspirations []. This means companies should avoid sending the same message
across all platforms. Brands should consider a rounded digital marketing campaign,
rather than focusing on each channel individually [].
Regarding brand engagement, Generation Z users favor social media and e-mail,
followed by in-person interactions, advertisements, chat features and company
blogs and websites []. It is important that websites and blogs are adapted for
mobile use [], while e-mails should be relevant to them and not spam [].
Generation Z consumers are largely influenced by content favoring quality
and authenticity over price []. They react positively to visually pleasing content
including images, Gifs, memes [, ] as well as behind the scenes and product
demonstration videos []. Therefore, Z Generation users enjoy Youtube, Instagram
and Snapchat considerably []. At the same time, like Generation Y users, Z
Generation consumers respond positively to user-generated content, and opportu-
nities to take the lead in creating and sharing content [, ]. It is also important to
remember Generation Z users filter content rapidly, so it is important that content
offered to them is highly engaging from the beginning. This group dislikes “blatant
advertising” [].
The characteristics presented above suggest that companies should develop
integrated communication strategies aiming at combining communication chan-
nels to increase brand exposure, by building on the specific characteristics and user
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DOI: http://dx.doi.org/10.5772/intechopen.98598
interests for each of these channels. At the same time e-mails and in-person interac-
tions should be considered carefully as a means of maximizing connection with Z
Generation users.
3. Communication channels shifts during the Covid-19 pandemic
During the Covid- pandemic considerable restrictions were imposed across
the globe in terms of consumers’ mobility and interactions with one another or
product and service providers. In this context online communication channels have
gained importance by offering consumers a bridge over the restrictions that had
been imposed. For example, social media has offered consumers a means to remain
connected to each other, as well as brand, and has also transformed itself into a
marketplace that offered communities shorter distribution chains and rapid access
to information. Many local businesses entered and rapidly adapted this new online
marketplace to make themselves known in their community and ensure their sur-
vival during the pandemic. Furthermore, companies also identified online commu-
nication channels (e.g. websites, e-mail communication etc.) as an important tool to
remain connected with their consumers, educate them on crisis management, and
contribute to reducing anxieties among their consumers. In the following para-
graphs we will analyze the changes that occurred in the usage of the various online
channels during the Covid- pandemic while also considering the characteristics of
each social generation.
A market research with respondents concluded that the Covid- crisis
triggered the cutting down of communication budgets across most companies [].
Furthermore, for the US market, traditional communication channels have shrunk
by in , online channels grew by the same percentage. []
In addition, another recent survey indicates many companies reduced their com-
munication budgets, and changed their short-term communication strategy
[]. Experts assert that the lack of a long-term communication strategy may nega-
tively impact companies’ growth and development. This is because the lack of such
a strategy can affect customer loyalty. Specifically, loyalty depends to a great extent
on the company’s image, on what the customer believes or knows about it. And this
brand image, in turn, is the result of all the communication about the product to
which the consumer is exposed. Instead of renouncing strategies, companies should
focus on unpaid communication as well and ensuring organic growth by offering
multi-channel qualitative content.
In terms of digital communication channels, the greatest change caused by the
Covid- pandemic was registered for websites. A global research with a sample
of . executives indicated websites registered a increase in December
in comparison with the same period of []. Despite dwindling sales,
e-commerce has registered a growth during the pandemic.
A good website must build trust, be up to date and customer friendly. Apart
from content related to the products and services offered, the website should also
convey companies’ objectives, history, products, mission, and vision for different
target segments. The main challenge in designing a website is to create an attractive
layout that offers interactivity and acts as a vector for building loyalty. Websites
should also have a balanced composition and offer an easy-to-understand user
experience. [] These traits were required for a successful website both before and
during the Covid- pandemic.
An extensive literature insists on the competitive advantage that a company can
obtain through online services that can be made available to buyers through profes-
sional websites. This channel supports companies to decrease operating costs, raise
Communication Management
10
profits, boost customer portfolios, customize services, while also contributing to
distribution flexibility, improving the quality of marketing research, and develop-
ing complementary businesses. [] Results of research on website profitability
conducted by Nielsen, an expert in websites evaluation, show that improving a
website (i.e. content that supports building trust and transparency, interactivity,
layout and navigation path) can be times more profitable than in the case of
poorly built websites []. There are distinct methods for evaluating the functional-
ity, performance, ease of use and accessibility of websites. For each complex vari-
able, the evaluation can be done from the perspective of the software developer and
the end user. Functionality and performance are rather technically subjective, while
ease of use and accessibility are mostly assessed from the user’s perspective.
In terms of paid advertising on social media channels, this has encountered ups
and downs, depending on the various sectors of activity. Industries such as travel
and hospitality, indoor events (cinema, social activities) retail, events, and confer-
ences, as well as logistics faced strong declines in their activities and consequently,
the communication channels were also affected. [] A higher online presence
was registered in the health care and online medicine sector, along with online fast
moving consumer goods delivery services, videoconferencing, online streaming,
and entertainment (Netflix, HBO go, Spotify) or online outlets.
Online advertising was not a channel that developed during the pandemic more
than before. [] It can be paid or unpaid inserts (because banner exchanges are
common) online. Most frequently used online advertisements during the Covid-
crisis were: sponsorship of a site or sections of a site, insertion of marketing mes-
sages in e-mail, and interstitials. It is worth noting that pop-up ads are generally
considered annoying, and users block them. During the pandemic, of users
declared they found them boring and did not watch them. []
Other globally conducted research [] reveal a change in the main scope of
communication campaigns during the pandemic. Therefore, communication
executives prioritized the following objectives:
• Gaining new interested customers (especially when the competition was faced
with a digital weaknesses);
• Retaining existing customers and make them loyal;
• Driving sales;
• Maintain engagement with internal and external audience;
• Building and reinforcing brand awareness and brand attitude;
• Remaining top of the mind for existing and potential clients.
We can conclude that channels which provide brand consolidation in the mind of
prospective clients and a better exposure for existing clients represent the winners
for companies in time of crises.
Regarding BB communication, web conference channels remained an impor-
tant tool both before and during the Covid- pandemic. This was due to its specific
features that allow for personal relationship and interaction between people.
By practicing direct marketing, a company can have an important competitive
advantage, which allows it to better understand customer expectations and thus
customize its offers. The company’s online documents are basic tools used by these
channels because they enforce trust in the company and strengthen its credibility.
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Participation in trade events, specialized communities, and exhibitions allow the
company to engage the existing and potential customers.
Executives stress out a shift in digital channels importance, due to their profit-
ability. Another research [, ] suggests that the channels preferred during and
after Covid- times were:
• Social media (organic and paid)
• Websites with content marketing
• Webinars
• Advertising on retail webs/apps
• Advertising on publishers’ webs
• Paid search
• E-mail marketing
• Online video (organic and paid)
Brands adopted more helpful and human approaches in their online communi-
cation, being sensitive to the clients’ state of mind. Most effective communication
is mainly oriented towards engaging actors in social content, leadership thought,
direct customer outreach, corporate social responsibilities. []
Although digital communication channels became more useful for companies,
there are still concerns related to cybersecurity and personal information security.
4. Changes in communication channel preferences across target
segments following the COVID-19 pandemic
During the Covid- pandemic various restrictions on circulation and lock-
downs were imposed across the globe. This led to people remaining isolated in
their homes, with limited contact with their families, friends and loved ones [].
Furthermore, the restrictions imposed to prevent the spread of the virus also
affected the way in which people conducted their daily activities including work,
education, entertainment, healthcare, shopping etc. Faced with this situation,
consumers have responded to the pandemic by altering their daily behavior and
routines []. When dealing with limited mobility, consumers turned increasingly
to the online environment. This has taken the form of remote work and education,
increased use of e-commerce, delivery applications, social media, streaming and
gaming platforms, to name just a few. We will discuss in the paragraphs to come, the
changes that occurred across Generations X, Y and Z in terms of communication
channel usage during the Covid- pandemic.
As argued in the previous section, the three generations are active users of the
online environment, including websites and blogs, e-mail, and social media. The
onset of the pandemic with the restrictions that this triggered has led to an increase
in social media usage for all three generations. A research conducted in Italy [],
indicated that social media usage during the first lockdown increased by for
Generation Y users, and up to for Generation X consumers. At the same time,
Generation Z users have continued to on rely social media as their main form of
Communication Management
12
communication []. The most used social media, regardless of age, education, and
gender during the pandemic has been Youtube, followed by Whatsapp, Instagram,
Facebook and Messenger []. At the same time, Generation X used media such
as LinkedIn, Whatsapp Zoom, Microsoft Teams and Skype more often that
Generations Y and Z. This may be caused by the fact that X generation consumers
are older and hold higher professional positions thus favoring media that have lon-
ger market presence (i.e. Skype) or focus on professional networks (i.e. LinkedIn)
[]. Generation Z users favored Instagram, TikTok, Youtube, Messenger, Snapchat,
and Pinterest [, ].
The use of Instagram and TikTok registered a increase for Generations Y
and Z. X Generation consumers also used these platforms, although the increase
was smaller () [].
In terms of buying behavior, consumers across all generations turned towards
online shopping, especially due to its contactless process []. E-commerce
increased between April–June from to of retail in the US and from
to in the UK []. This shift was more pronounced among Z and Y Generations
where of consumers increased their online spending vs. in Generation
X []. In general, consumers shopped online to ensure the required products for
house consumption and other personal needs, but also as a distraction or leisure
activity []. The same research [] indicates these hedonic motives have been
more present in the case of Z Generation consumers than Generation Y. Another
study indicates that of Z Generation consumers made their first online pur-
chase during the pandemic []. Consumers across all generations also tried new
brands in the context of the pandemic ( in the case of Y and Z generations and
in the case of Generation X) [].
When deciding where to shop online during the pandemic, research suggests
social media remains an important channel for targeting shoppers []. At the same
time, word of mouth and referrals continue to remain important across Generations
Y and X, especially given the fact that online shopping does not allow product test-
ing and the two generations’ inclination towards extensive research before making
a buying decision []. At the same time, discounts and rewards for loyalty and
referrals remain important for both X and Y Generations []. Social media also
plays an important role among Z Generation users. Advertisements on social media
have influenced the buying decision during Covid- for of Generation Z users
compared to for Generations X and Y []. Users across all three generations
continue to prefer high quality video ads, and product offers which feel genuine and
authentically fit the platforms where they are presented [, ].
5. Discussion of trends that affect communication channels
The Pandemic set some immovable rules regarding digital communication chan-
nels. Businesses must remain more than ever connected with the customers through
miscellaneous means to products and distribution channels.
Also, the communication channels strategy must be pragmatic and performant,
by driving important outputs. Businesses must adapt to find the customers, wher-
ever they are and in the manner that they want to be approached. Furthermore,
companies need to offer a “consumer-centric” experience on the navigation journey
and facilitate omni-channel engagement. This also means that customers expect to
choose their one channel. Additionally, the customers participate to communicate
the companies positioning [].
The quick rise of efficiency analytics tool available for digital channels, deter-
mine that programmatic advertising will be used not only by media agencies, but
13
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DOI: http://dx.doi.org/10.5772/intechopen.98598
smaller brands executives too. The real time bidder will be deployed in a greater
extent, being a way to auction for an advertising space [].
Innovation became crucial element in digital channels strategies by making
the communication creative to keep brands relevant. Emotional communications,
society involvement, and struggles to create an inclusive and more equitable future
can bring recognition to a brand during a time of crisis. For example, a study on
. persons reveals the clients’ need to be informed under uncertainty condition
and to be educated to diminish the effects of the crisis [].
Artificial intelligence will bring more benefits for customers as well as for
communication executives. The first advantage can be by facilitating the built or
consolidation of a CRM (customer relationship management) through collection
the users’ information from different platforms. If companies can easily process big
data about customer’ behavior, strategies for communication channels can also be
rapidly adapted to the needs of the audience. Secondly, in combination with virtual
reality or augmented reality receptors can interact in a more complex manner with
the brand, creating at the same time extraordinary experiences along with a greater
sense of loyalty [, ]. Thirdly, chatbots can improve customer service by offer-
ing answers simultaneously, regardless the time zones. They can also enable cus-
tomization of messages for e-mail marketing or how and where an advertisement is
displayed based on clients’ profiles. The content displayed for each communication
channel can also be adapted based on the data available, thus leading to increased
user engagement.
6. Conclusion
The chapter provides an overview of current data available regarding consumer
preferences for digital communication channels before and during the Covid-
pandemic, and the impact of such preferences for companies’ marketing efforts.
The Covid- crisis affected communication channels irrevocably, with lasting
effects. First and foremost, the pandemic has determined an increase in consumers’
expectations of trust from the companies they choose to purchase from. While the
pandemic has determined a considerable increase in e-commerce, it has also led to a
rising importance of electronic word-of-mouth and referrals as a means of consumers
researching brands and products. Consumers require honest information and trustwor-
thy processes. Secondly, the pandemic has determined an increase in the importance
attributed to some digital communication channels such as websites, social media,
web conferences, and videos. This was mostly because these channels were the ones to
bridge the gap which emerged between consumers, their peers, brands, and companies
due to the various restrictions imposed to counteract the spread of the Covid- virus.
The pandemic has brought an increase in social media and e-commers usage across all
three consumer generational cohorts that we analyzed. Consumers expect high quality
and visually pleasing websites, graphics, and advertising, which is delivered using the
digital communication channels that each generation cohort utilizes. Brand messages
should be adapted to the specifics of each digital communication channel used and
speak the language of the generational cohort they are being addressed to.
Another important consequence of the sanitary crisis was the companies’
acknowledgement of the importance of digital marketing and communication to
engage consumers, build trust relationships and loyalty, even in times of cries. This
has led to digital communication budgets being revitalized after the first wave of
the pandemic. Focus was directed towards increasing customer loyalty by offering
various possibilities for interaction with the brands. The pandemic has also revealed
a radical movement towards the digitalization of digital communication channels
Communication Management
14
Author details
AncaConstantinescu-Dobra* and Mădălina-AlexandaCoiu
Technical University of Cluj-Napoca, Cluj-Napoca, Romania
*Address all correspondence to: anca.constantinescu@enm.utcluj.ro
by integrating artificial intelligence in providing relevant and customized informa-
tion. Furthermore, the process of interchanging channels can benefit from artificial
intelligence and machine learning techniques to ensure growth in the efficiency and
effectiveness of communication. Chatbots and virtual reality deliver more added
value and a pleasant experience for receivers.
Lastly, results show companies should continue to strive for creativity and
innovation when conveying their brand’s values to consumers, while also engage in
emotional communication, promote social engagement, and strive for an inclusive
and more equitable future.
Some limitations were encountered when developing the chapter. Access to data
and statistics regarding digital communication channels during the Covid- pan-
demic was to a certain extent limited due to the novelty of this sanitary crisis and
its impact on consumer behavior. Most data available focused on the use of websites
and social media, while information regarding online advertising, blogs, sponsor-
ships, and affiliated marketing during this period remains limited. We believe
further research should be conducted on how the pandemic affected consumers
use of online communication channels during the pandemic. Further studies
should also approach the trends that emerged for digital communication during the
Covid- pandemic and assess the extent to which these trends will continue as life
starts to resemble the pre-pandemic period, as well as the impact they will have on
companies’ marketing presence and consumer engagement.
Acknowledgements
The chapter was supported by the grant “Green strategy for Thermic Company
form Cluj-Napoca during the period -”, financed by the City Hall of
Cluj-Napoca.
Conflict of interest
The authors declare no conflict of interest.
© The Author(s). Licensee IntechOpen. This chapter is distributed under the terms
of the Creative Commons Attribution License (http://creativecommons.org/licenses/
by/.), which permits unrestricted use, distribution, and reproduction in any medium,
provided the original work is properly cited.
15
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DOI: http://dx.doi.org/10.5772/intechopen.98598
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