According to the company’s assessment, dependence on external platforms is becoming one of the most vulnerable points for businesses. Channels that were recently perceived as stable tools for promotion and customer communication can now create serious operational risks — from loss of traffic to disruptions in customer service and breakdowns of established business processes.

HINT believes that under these circumstances, businesses should not rush to find an immediate replacement for one channel, but rather rethink their entire approach to communications. Viable solutions include developing in‑house customer databases, integrating communications with CRM, strengthening PR as an independent tool for media presence, and using direct interaction channels such as email and SMS.

“The problem is not that one channel might work unreliably. The problem is that many companies build too large a part of their business — from marketing to customer service — around a single platform. In such a situation, any external disruption becomes an internal problem for the company. A more resilient approach is to distribute points of contact with the audience and maintain control over your own communications,” said Alexandra Drobysheva, CEO of HINT.

The HINT team discussed these issues during the webinar “How to Advertise on the Internet Without the Internet,” which focused on helping businesses adapt to the new conditions of the digital market.

About HINT
HINT is an international digital company that helps clients achieve business goals — from increasing profits to automating marketing and sales.
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