Leeds Building Society
Developing an off-page strategy, Part 2: Understand the audience
Has Face-to-Face Fallen out of Favour?.
28 Jun 2013
<strong>As the Epiphany team return to the office after a very successful few days at this year’s Marketing Week Live, summary of which is to follow shortly, I would like to take this opportunity to talk about the power of face-to-face meetings in the digital age.</strong> As an account manager, I’m a huge believer in generating an open, working dialogue with all my clients to ensure a harmonious, professional relationship. Communication is key.
As the Epiphany team return to the office after a very successful few days at this year’s Marketing Week Live, summary of which is to follow shortly, I would like to take this opportunity to talk about the power of face-to-face meetings in the digital age.
As an account manager, I’m a huge believer in generating an open, working dialogue with all my clients to ensure a harmonious, professional relationship. Communication is key.
Whilst web based innovations appear almost daily, aimed at making communication ‘easier’ or ‘more immediate’, I’m a firm believer that a solid hand shake and an open conversation will go a long way to cement a profitable working relationship from the start.
Don’t get me wrong, I also love the ‘techy’ chat options for the day-to-day running of an account. I just believe that in order to build a meaningful, significant and transparent business partnership, good personal relationships are key.
Professor Richard Arvey, of the University of Singapore, seems to agree. He recently published a paper entitled – ‘Why face-to-face business meetings matter’.
Within it, he surmised that ‘face-to-face meetings have a variety of valuable psychological, as well as business, outcomes.’ And that, ‘eliminating face-to-face meetings as an option of communication would be a mistake within the workplace’.
Professor Arvey concludes that face-to-face meetings are invaluable, as they enables individuals to build trust and increases the perceived level of transparency.
A value which both Epiphany and myself, believe whole heartedly in. A survey recently conducted by Forbes Insights found that of 750 business executives interviewed, 84 per cent preferred in-person, face-to-face meets.
Interestingly, 61 per cent of business owners went on to say that they thought a good place to network was conferences. The Epiphany team at Marketing Week Live will hopefully be able to confirm this.
Finally, a study by Oxford School of Economics found that for every dollar invested in travel for business (not sure why it wasn’t conducted in £’s), $12.50 is accrued in added revenue, $3.80 of which works out as new profits.
So, it would seem going that extra mile really does pay. So, has the internet caused the death of traditional business communication?
For me, no. The role of face-to-face client management and business interaction is as strong as ever.
Let’s hope for my career aspirations it continues to be so.