Those who have completed a degree in Communication Studies are all too familiar with the phrase, “the medium is the message”, by the famous Marshall McLuhan. Although McLuhan did not propose his theory in our era of the internet and social media, we can still draw important conclusions when applying his theory to our current communication practices.
McLuhan believed that it was not what we said, but the way we said it that mattered most. In essence, the words we use are not as important as the way we choose to say them. McLuhan’s The Medium is the Message theory still holds value to the way we structure our B2B marketing efforts today. This theory helps to explain why we communicate through more than one medium. Marketers know that their audience will respond to the same message in different ways depending on the medium. With the increase of social media platforms, mobile users, and general interactions on the web, and the unique properties each medium possesses, it can be challenging to determine which medium will be most effective for your message.
Here is how the 4 biggest social media platforms and your website still employ McLuhan’s theory:Continue Reading →