The enduring power of paper as an effective means of communication

As a result of reading this Case Study, students should be able to:

• Understand the importance of communication channels and identify the different types
• Understand the effect of the various types of channels on consumer preference and behaviour 
• Appreciate the importance of research in helping businesses to achieve their objectives through marketing strategies and improved operations management.

Introduction

We live in the digital age - the age of the Internet, hand-held computers, and mobile phones. So what room is there, if any, for paper-based communications in the modern business world?

The digital age

As little as 100 years ago, people had to rely on letters and telegrams to communicate over long distances.

The messaging market

Voice messages, text messages, photo, audio, video. In the world's rapidly changing messaging market, the letter is now competing with many new forms of electronic messaging.

Identifying consumer needs through research

It is generally accepted that it costs less to keep existing customers than to find new ones.

Responding to research

Business decisions cannot be made in isolation. They need to be based on reliable information.

Conclusion

Recognising the continuing popularity of letters, Australia Post has been upgrading its letters-based products and services to ensure they combine the convenience of electronic technology with the proven advantages of paper-based communication.