I’ve recently seen the launch of a new Netflix show called; Love is Blind. The concept is a dating show based purely on building an emotional connection; you cannot see the person you’re dating meaning that verbal communication is at the forefront. This got me thinking about the importance of communication and the part it plays in our lives. 

The question that I’ve been thinking about is; as the world becomes more digitally driven, do we lose the ability to effectively communicate?  

As children, human interactive and communication was key to us – we learnt, explored and discovered, utilising these key skills. But as you develop through your childhood (especially in today’s world) you become more digitally aware and communication becomes stagnant, if not regressive. Lives are busy – we take to texting, Facebook messages, WhatsApp groups and sending voice notes via media platforms rather than simply picking up the phone or speaking to someone in person.  

The digital evolution has enabled many things – it has allowed us to reach a larger audience, it’s broken down borders as distance makes no difference and it allows us to target more people. But it always comes at a price. What we lose is the ability to learn about individuals in depth and really get to know each other as you would when communicating face to face or over the phone. 

Have we become numb to this digital communication? How many emails do you delete without even taking any notice of them? How many adverts do you quickly scroll past on social media? How many times have you paused someone midway through a conversation and ignored them? My point is that communication needs engaged interaction from two people – it can’t be a one-way street. Strong communication builds trust and relationships which is imperative to business success.  

The simplest and most effective form of communication continues to be through two-way conversation. I find in a business environment when you can’t always meet people, a phone call will create a connection. There is always a place for this to be supported with digital communication, when time is short or quick messages are required instantly and digital applications allow us to work smart. But I haven’t come across another method of relationship building that can even closely compete with a conversation.  

What my time at Air has taught me is whether you are talking to a client, customer or colleague, conversation is always the best way to discover the information you need. In a people centric world lets focus on those basic human interactions, pick up the phone speak to your customers and if you don’t have the capacity to do that then you may just be looking in the right place for someone to do it for you.  

It all starts with a hello so why not take the time to talk to us today. 

Alex Burgess
Account Manager, Air Marketing Group