3 Reasons Why Communication Channels Are Different in the 21st Century

Max Steinberg

When was the last time that you saw an advertisement at a sports game that convinced you to take action in that moment to go buy the product/service being offered? You’re not sure right? There are structural reasons for this. One primary reason is that it’s probably fair to assume that the days of passive advertising are behind us.

With recent innovations, sports marketers are evolving and using new communication channels to bring content directly to consumers, resulting in a more pleasurable experience for all parties. Industry professionals know that engaging content can help generate higher conversion rates which, in turn, yields higher revenue from sponsors. In order to get ahead, sports marketers must seek out new avenues if they are to remain competitive in the industry.

 Here are 3 reasons why communication channels are different in the 21st century:

1. Marketing must be interactive, unique and personal; consumer attitudes have changed.

Gone should be the days where marketers use the “1-to-many” approach of general social posts, emails and releases. Today, it is important to establish a 1-on-1 relationship with the consumer. One way this can be done is through the usage of engaging chatbots, which you can read more about on this blog, written by Matt Gardner, VP of Digital Media for the St. Louis Blues. These are not the “open ended”, customer service focused AI powered chatbots you might have heard of, but “closed” bots, triggered by exact specifications. As shown below, personal communication works, especially when you’re able to utilize a platform that enables personal communication at scale such as the Pico platform. 

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 When using an interactive communication interface like Pico, marketers can expect to see returns of nearly double their initial investment.

2. Marketers should connect with consumers on existing social media platforms. 

Rather than compete in an oversaturated space by making the consumer download an app to receive content, sports marketers in the 21st century should work with existing social media platforms, such as Facebook Messenger or Twitter DM. Usage on mobile devices has shifted in recent years to a limited amount of apps per device. People have grown accustomed to installing /uninstalling apps so as to not over crowd their phones and are more hesitant than in the past to use new tools

Since the marketer isn’t making the consumer download any additional apps, the consumer is far more likely to participate in the activation.

Below is an example of Pico’s platform on Facebook Messenger.


 As you can see, use of Pico’s platform is seamless for both the consumer and marketer; the marketer can get their sponsored content out in an easy yet highly effective manner while the consumer enjoys a delightful and personalized experience on a familiar app.

The results speak for themselves: For this particular activation campaign with the St. Louis Blues and their partner, Famous Footwear, the digital version of the coupon registered a 35% click through rate

3. Marketers need to know their fans. 

Since the advent of personalized communication channels with consumers, marketers have been able to gain valuable insights into their customer base. By gathering this information, marketers can direct specific sponsored content that is far more likely to lead to conversions. As shown below, when content is personalized, there is a 31% click through rate.


 As we can see by the likes of Amazon, Facebook and Google, targeted advertising works. Many companies have been left behind, not able to build appropriate databases of their consumers. If marketers are going to be competitive in the 21st century, they must leverage personalized communication over fan friendly platforms and channels.


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