Technology Impacts Communication

As I’ve been preparing for an upcoming social media presentation, I started thinking about the impacts of technology on advertising and communication.

Each time technology changes, the way the we communicate changes.  Sometimes the communication method becomes virtually irrelevant, like morse code.  Other times, the communication medium remains strong, like the written word.

You know VHS and cassette tapes, but chances are your kids don’t have a clue, I know mine don’t.  If these mediums can disappear, why can’t others.

Newspapers have been on a steady decline.  According to Newspapers Canada, 2009 saw a 4.1% decline in circulation of Canadian newspapers. I can only imagine those numbers are just as grim for 2010.

TiVo. PVR. DVR. Call it what you want.  Television commercials are losing effectiveness because people are skipping them.

Have you seen this before in the shipping departments where you work? I know have. Year after year there are less phone books being distributed and used.  Technology like Google Places have made Yellow Pages almost obsolete

As it becomes more difficult to reach your audience through these declining mediums, you have to ask yourself, how can I communication with my customers?

How do you reach our to your audiences?  What mediums have you found successful for your business and why?

  • Tracy Edwards


    Communication theory suggests that in order to send a message, you need a sender and a receiver.

    It really doesn’t matter what channel you use. . . if the receiver isn’t engaged or prepared to hear what you have to say, your efforts will be in vain.

    You see this a lot in large organizations, like colleges. Using multiple mechanisms/methodologies is more likely to work; I think the research says that you have to use at least three different tactics.

    Or, the “drip” theory works. When water hits a rock once, nothing happens. However, if it continues over time, sooner or later it will make a dent.



    Dr. Tracy Edwards
    President and CEO
    Lethbridge College
    Read my blog: