Data Talks... Are You Listening?

As a marketer of over 15 years its been clear that data has changed the way we work. It’s not just something analysts or IT departments deal with anymore. As a marketer, I use data every single day to fuel the content, emails, campaigns, and strategies I build for clients. It helps me figure out what’s working, what needs to shift, and where I can make the biggest impact. Whether I’m looking at website traffic, click-through rates, or behavior flows in HubSpot, that information shapes the decisions I make. Without it, I’d just be guessing, and guessing doesn’t cut it anymore.

With so many platforms out there, communicators are constantly adjusting to how people consume information. Social media, blogs, newsletters, video content, it’s all being measured. And those measurements tell us a lot. We can see which subject lines get opened, which content gets ignored, and how long someone stays on a page before bouncing. That kind of feedback loop is part of a bigger shift in how audiences engage with media, and communicators have to keep up if we want to stay relevant (Baran, 2022).

The catch is that just having access to dashboards and data reports doesn’t automatically make you better at your job. It takes training. Learning how to read that data, understand patterns, and tell a story from it is a skill. McQuail’s theory reinforces that mass communication is no longer just about sending messages, it’s a constant process of interpretation and adjustment in response to feedback (McQuail & Deuze, 2020). And in a digital landscape, that feedback often comes in the form of data. Communicators today need to be more than good writers or designers, we need to interpret digital behavior and respond in real time (Defanti & Arvidsson, 2019).

That also means being aware of how we use that data. Just because we can personalize content to a hyper-specific level doesn’t always mean we should. There’s a line between being helpful and being invasive—and good communicators know how to stay on the right side of it. Data is powerful, but it comes with responsibility. We’ve seen how misuse of audience data has led to trust issues with major platforms and advertisers alike (White & Boatwright, 2020).

If you’re in the communication world and still avoiding analytics tools, now’s the time to lean in. You don’t need to be a numbers person to use data effectively. You just need to be curious, willing to learn, and open to using what the numbers are telling you to refine your message. At the end of the day, it’s not about getting everything perfect—it’s about listening, learning, and getting a little bit better every time.

References (APA):

Baran, S. J. (2022). Introduction to mass communication: 2024 release. McGraw-Hill Higher Education.

Defanti, A., & Arvidsson, A. (2019). Introduction to digital media. Wiley.

McQuail, D., & Deuze, M. (2020). McQuail’s media and mass communication theory. SAGE Publishing.

seventyfourimages. (2025). Black woman presenting plan at meeting [Stock photo]. Envato Elements. https://elements.envato.com/black-woman-presenting-plan-at-meeting-8CTUK4J

White, C. L., & Boatwright, B. (2020). Social media ethics in the data economy: Issues of social responsibility for using Facebook for public relations. Public Relations Review, 46(3), 101980. https://doi.org/10.1016/j.pubrev.2020.101980

How Mobile Tech Is Changing Communication

Let’s be honest, people aren’t sitting at desks reading long emails or news articles anymore. They’re scrolling through headlines in the back of an Uber, tapping through Instagram Stories while waiting in line, or skimming texts between meetings. Mobile technology has completely changed how we communicate. And for communicators, it’s changed the job big time.

It’s not really just about making things look good on a smaller screen, it’s about communicating faster and clearer than ever before. That means we’re writing differently, designing differently, and thinking more like our audience. First off, mobile content needs to be scannable. When people are multitasking or scrolling through feeds on the go, attention spans are shorter. So communicators are starting to focus on microcontent, short headlines, sharp subheadings and calls to action. Today’s communicators need to know how information is structured and displayed digitally, especially in mobile-first environments where attention is short and content has to compete visually. Effective digital communication really comes down to how well we organize and label our messages (Tate, 2018). 

Visual storytelling is also key. Mobile-first audiences are drawn to motion, color and simple graphics that convey meaning without heavy blocks of text. Communicators should be familiar with basic mobile design tools and platforms like Adobe Express for short-form video. As Baran (2022) says modern communicators need to balance traditional media skills with digital literacy and content adaptation across platforms. Knowing how to shape a message for Instagram Reels is just as important as writing a press release.

Furthermore, this has forced us to pick up new skills like UX writing, visual storytelling, and even basic motion graphics. I’ve been learning tools like ChatGPT, Adobe Express and CapCut just to keep up. The training now goes beyond posting pictures of what were eating. We have to understand the platform behaviors, user experience, accessibility and even mobile SEO. These evolving digital demands have created a new type of communicator—one who’s both creative and tech-savvy, able to tailor content across formats and devices (Baran, 2022).

So if you’re still thinking of mobile as just another channel, it’s time to reframe it. Mobile is the default, not a side strategy. Whether you’re managing a brand, writing press materials or creating internal updates, you’ve got to think about how people actually experience your message. Technology has raised the bar but it’s also opened the door for us to reach audiences in more personal and effective ways, if we’re willing to learn.

If you're interested in how cell phones were made and how they’ve evolved over time, this quick video gives a great overview of the tech’s transformation and impact on everyday life (Verizon, 2022).

Reference

Baran, S. J. (2022). Introduction to mass communication: 2024 release. McGraw-Hill Higher Education. https://mbsdirect.vitalsource.com/books/9781265040994

Tate, M. A. (2018). Web wisdom (3rd ed.). Taylor & Francis. https://mbsdirect.vitalsource.com/books/9781351385671

Insider Tech. (2022, May 10). History of cellphones and how drastically they've changed [Video]. YouTube. https://youtu.be/nrdNdprcYls

How Marketers Are Using AI

AI has gone from being a buzzword to major business tool for communicators. For marketers AI has been a part of our world, we use it to brainstorm, build, analyze and optimize almost everything. From predictive analytics in ad campaigns to AI assisted writing tools like Jasper or ChatGPT we have been working with AI not around it. And while that’s opened up some exciting creative possibilities it also raises an important question: What skills do we need to use AI well?

For marketers AI is already streamlining communication through automation. Tools like HubSpot let us build smart workflows that personalize messages based on behavior, persona or timing (HubSpot, 2002). I’ve used these workflows myself to nurture leads and engage segmented audiences, without having to write every email myself. These tools are powerful but they don’t work unless the user understands both the technology and the audience. That’s where training comes in. HubSpot Academy for example offers free and advanced courses on AI in marketing, automation, content strategy and personalization (HubSpot, 2002).

But AI isn’t just about convenience – it’s also an ethical consideration. Communicators today need to know when to use AI and how to use it responsibly. Should an AI write your CEO’s speech? Probably not. Should it help you analyze patterns in customer feedback to improve communication? Absolutely. Ethical use of AI means understanding the limits of automation especially when content impacts public trust or sensitive issues (Convergent Journalism, 2024).  Also note that communicators must possess both technical and ethical literacy to ensure digital tools serve the public interest not just productivity (Defanti & Arvidsson, 2019).

The good news is we’re not expected to become AI developers, yet. But we do need to become AI literate,  understanding the language, possibilities and pitfalls of using AI for strategic communication. Whether through HubSpot courses, online classes or just hands on experimentation the key is to stay curious and proactive. Because in the end it’s not about replacing communicators, it’s about empowering them to do their best work faster, smarter and with intention.

References

DC_Studio. (2025). Specialist maintenancing AI systems [Stock photo]. Envato Elements. https://elements.envato.com/specialist-maintenancing-ai-systems-Q88AD5U

Defanti, A., & Arvidsson, A. (2019). Introduction to digital media. Wiley.

HubSpot. (2002). About us. LinkedIn Corporation. https://about.linkedin.com/
(Also available: https://www.hubspot.com/)

(2024). Convergent journalism: An introduction (4th ed.). Taylor & Francis. https://mbsdirect.vitalsource.com/books/9781003850991