Introduction

The concepts of communication channel and medium are quite familiar in marketing and advertising. Most businesses do not view them as separate definitions; some even consider the two terms synonymous. But are they that similar, though? 

Our article will discuss the difference between medium and channel in communication in more detail. 

Is There Any Difference Between Medium And Channel In Communication?

"Communication medium" and "communication channel" are closely intertwined and used interchangeably most of the time. However, there’s a subtle difference between them at a closer look. 

“Medium” refers to the general category or nature of the communication; it's the broader way you transmit your message. Think of it as the type of paint you use in a painting. Common mediums include speech, writing, images, videos (and sometimes body language). 

On the other hand, “channel” points to a specific platform/ tool you use to deliver the message - the way you apply the paint. A phone call, email, social media post, or face-to-face conversation would all be considered channels. 

Long story short, the medium is the "what," and the channel is the "how.” Here’s a simple analogy: Imagine you want to share an order update (the message) with a customer. 

• You can write it in a letter (medium: writing, channel: paper) 
• Or you can send them a clip of the complete product before the delivery date via WhatsApp (medium: video, channel: WhatsApp).

Top 6 Communication Channels For Businesses

Email

Despite the advent of other communication channels, email remains dominant for both internal and external businesses. 

Through email, you can exchange information in all formats (e.g., text-based letters, documents, images, and video files), labeling and organizing them in folders for later search. The email can either be sent to a single recipient or larger groups using features like BCC and CC for mass communication.

Pros: 

• Nearly everyone has an email address, making it universally accessible.
• Email fosters a professional tone for business communication, suitable for important information or proposals.
• Recipients with flexible or busy schedules can access and respond to emails at their convenience.
• Since emails provide a written record of communication, you can easily use them for legal or reference purposes.

Cons:

• When the inboxes are flooded with emails, you will suffer from information overload and struggle to prioritize messages.
• The lack of real-time communication leads to serious delays in addressing issues, even more so if the responses require back-and-forth exchanges.
• Email is more susceptible to spam and phishing attempts than some other communication channels.

SMS

SMS is suitable for reminders and brief updates (Image source: Wiki). 

Short Message Service (SMS), commonly known as just “texting,” lets you set brief updates, reminders, alerts, promotional offers, etc., directly to mobile phones.

Most platforms allow for two-way communication (unless you switch off to one-way to avoid spam), so you can expect basic confirmations or responses from recipients. Better, they are easily integrated with marketing automation tools for personalized messages and targeted campaigns. 

Pros:

• A relatively cost-effective way to reach a large audience (especially compared to traditional advertising methods)
• SMS messages promise significantly higher open rates than emails, ensuring your message gets seen.
• It promotes a sense of urgency/immediate attention since the message reaches recipients directly on their phones.
• Most people keep their phones close by, so SMS is a convenient way to receive quick updates or reminders.

Cons:

• Most SMS messages have word limits, so exchanging complex information can be difficult. For that same reason, SMS is not the most suitable platform for in-depth conversations.
• Receiving unsolicited text messages can be perceived as intrusive. That’s why permission and targeting are crucial! 

Social Media Platforms (Messaging Feature)

Since social media platforms have become integral to many’s lives, businesses have long started leveraging their built-in messaging features to connect with customers and employees.

You may choose to either engage in one-on-one conversations (through direct/private messages) or create group chats for different employee departments or customer segments. 

Sharing images, videos, documents, etc., alongside messages becomes much easier than ever. Not to mention, it can also integrate seamlessly with your overall social media presence (an official Facebook page, for example), fostering brand awareness! 

Pros:

• Social media messaging feels more casual and familiar for many users than traditional business communication channels.
• Direct messaging allows for personalized communication, which helps build stronger customer relationships and loyalty.
• Since conversations happen in real time, you can quickly address and solve customers’ current issues. 
• Coupled with other social media features, it sets the stage for a sense of community around the brand. You’ll be able to turn regular customers into loyal, returning clients or brand advocates.

Cons:

• Businesses have limited control over the platform and must follow its policies. 
• Data breaches or privacy leaks can be a risk, so be careful if you want to exchange sensitive/highly confidential information.
• Social media has been known as a breeding ground for negative feedback. Hence, handling information exchanges on these platforms requires even more strategic approaches. 
• It’s not ideal for formal business discussions.

Phone Calls

Despite digital tools, phone calls are still important to business communication (Image source: Pxhere). 

Even in today’s age of digital tools, phone calls remain a mainstay in business communication for decades. 

They enable immediate information and clarification exchange through back-and-forth conversation. Though there are (clearly) some limits compared to in-person meetings, they do allow for a much more human connection than text-based chats. 

Pros:

• Ideal for urgent matters or situations requiring quick resolution
• Verbal communication with vocal cues can reduce potential misunderstandings (common in emails or text-based exchanges due to the lack of tone or inflection). 
• Landline calls can be cost-efficient for internal communication within the same company.

Cons:

• Phone calls may not be suitable for geographically dispersed teams or large groups where scheduling a call is not always convenient.
• Conversations are not automatically documented unless recorded with third-party software. Hence, both parties will find it difficult to refer to previous discussions.
• Complex communication (e.g., sharing documents, presentations, or visual aids) during calls is impossible.

Video Conferencing

Video conferencing has truly transformed how businesses connect across locations.

You can see and hear your employees, clients, and partners in real time, regardless of geographical boundaries. The platform accommodates hundreds, sometimes thousands, of participants, perfect for training sessions, webinars, and other company-wide meetings! 

If the hosts allow it, participants can also share screens to present documents and brainstorm ideas on projects. Anyone who could not attend live (or wants to revisit the meeting’s content in the future) will be able to access the records afterward.

Pros:

• Video conferencing allows for a more engaging experience than text-based exchanges or audio calls. As a result, it’s easier to communicate complex ideas or observe non-verbal cues.
• You no longer have to spend money on physical travel, saving time and effort for everyone. 
• Anyone can participate regardless of location, and screen sharing, real-time chats, etc., let everyone work on the same projects simultaneously. This design will benefit marketing teams with geographically dispersed members.

Cons:

• A reliable internet connection, webcams, and microphones are necessary for a smooth experience.
• Meeting focus is not always guaranteed since participants might face distractions in their environments.
• You must choose software/platforms with robust security messages to protect sensitive information shared during video calls.
• It might be less efficient than instant messaging or email if you just look for quick updates or casual interactions.

Project Management Tools

They keep everyone on the same page (Image source: Flickr). 

Of course, project management tools aren't exactly communication channels in the traditional sense (like email or video conferencing). Nevertheless, they play a crucial role in facilitating business communication: you can assign, track, and manage tasks for both individual team members and the entire project! 

File sharing and discussion boards further streamline the collaboration process, and customers/stakeholders also find it easy to visualize project progress through graphs, timelines, reports, etc. If possible, consider combining it with other communication channels to keep the information flow consistent. 

Pros:

• They centralize project information, tasks, and communication to keep everyone on the same page. Streamlined resource allocation also helps teams work smarter and achieve goals faster.
• Real-time data and progress tracking empower informed decision-making throughout the project lifecycle.

Cons:

• New team members might need time to adapt to the specific functionalities of a chosen project management tool.
• They still can’t (and shouldn't) replace other communication channels or face-to-face discussions regarding complex matters.
• With too many features, users might be overwhelmed by notifications or struggle to prioritize tasks within the tool.
• Some project management tools require subscription fees, which can be a factor for businesses with budget constraints.

>>>> Read more: Mastering Customer Service Channels: A Guide To Modern Excellence

Extra Tips To Use Your Communication Channels Effectively

For Customers

You should develop communication guides to ensure a consistent messaging style at every touch point. Your best bet is an omnichannel solution like StringeeX, which can store and monitor customer data across different platforms at once (social media, email, website chatbot, phone calls, etc.). 

For Employees

Your members should feel comfortable speaking up (Image source: Flickr). 

Fostering an open-minded workplace culture is just as important as any other aspect. If your employees do not feel comfortable sharing ideas or raising concerns (for fear of backlashes), there’s no point investing in internal communication channels at all! 

Conclusion

Our team has discussed the difference between medium and channel in communication, though it does not hold much weight since the two concepts are always connected. After all, no medium can exist by itself without a channel to get the message across!